Should You Change Your Mobile Ad Network Based on eCPM and Impressions?

Description: In this article, we’ll delve into the factors you should consider when deciding whether to change your mobile ad network based on your current eCPM and impressions. We'll explore benchmarking, ad fill rates, user experience, revenue goals, network performance, and testing methods to help you make an informed decision.

Understanding eCPM and Impressions

Your recent performance indicates that you've had 29,989 impressions with an eCPM of 1.70. This translates to a revenue of approximately $51. This result can help you gauge whether your current ad network is performing well or if it might be time to look for better options. However, merely focusing on these metrics isn't sufficient to make an informed decision. Let's explore the key factors in detail.

Benchmarking for Ad Network Performance

One of the most critical steps in evaluating your ad network performance is benchmarking. Compare your eCPM with industry benchmarks for your app category and audience. If a 1.70 eCPM is consistently lower than what other similar apps are achieving, it might indicate that you could gain more revenue by switching to a different network.

Assessing Ad Fill Rate and Inventory Utilization

The ad fill rate of your current ad network is another crucial metric. If your fill rate is low, it suggests that not all of your ad inventory is being monetized effectively. This could be a sign that a different network might deliver better performance. Make sure to analyze the fill rate and consider whether it’s helpful to switch networks for better monetization.

Impact of Ads on User Experience

It's essential to evaluate how ads are impacting the user experience. Intrusive ads can lead to user complaints, uninstallations, and a poor overall user experience. If you notice a decline in user satisfaction due to ads, switching to a network that delivers better quality ads might be beneficial.

Revenue Goals and Performance Targets

Consider your revenue goals and whether your current eCPM is sufficient to meet them. If you're not achieving your desired revenue, it might be time to explore other ad networks. Analyze your current eCPM and determine if it aligns with your business objectives. If not, benchmark your performance against what other networks can offer.

Researching Alternative Networks and Their Performance

Research the performance of alternative ad networks, especially those that specialize in your app's niche. Look for networks with a reputation for higher eCPMs and better user engagement. Consider networks that offer different ad formats, as creative ad types such as native, banner, and video can significantly impact eCPM.

Testing Different Ad Networks

If feasible, run a test with a different ad network alongside your current one. This can provide direct comparisons on revenue and user engagement. Use A/B testing to identify which network delivers better performance without compromising user experience. Monitoring the results of this test can give you valuable insights into whether a switch is necessary.

Conclusion

If your eCPM is significantly lower than expected, particularly if market eCPM rates don't meet your benchmarks, it might be a good idea to explore other ad networks. However, making such a decision requires a comprehensive evaluation of multiple contributing factors. Consider the impact of different ad formats, the fill rate, user experience, and the potential revenue gains from alternative networks.

By taking a holistic approach to optimizing your ad network, you can significantly improve your revenue and user satisfaction. Use the insights from benchmarking, fill rate analysis, and user experience tests to make an informed decision. Whether or not you decide to switch ad networks, continuous monitoring and optimization will help you stay ahead in the competitive mobile advertising landscape.