AdMob Earning Metrics Solution Guide,
How does AdMob Mobile Advertising pay impression to publishers or web developers sharing revenue?.AdMob Banner Singleton,

AdMob only pays on a click basis (PPC), you would not get any $ earnings if no one clicks even with thousands of impressions you get. Using iAd you would be paid per impressions as well as per click. To use both iAd and AdMob when iAd is not available (still low fill rate) you may implement AdWhirl. AdMob Average Click Trough Rate (CTR) and (eCPM )are riding the same curve, As we stated in the previous post and as we will see in this one, "The CTR is strongly influencing the eCPM value". The CTR (Click-Through Rate) is the percentage of clicks over impressions. The eCPM (Effective Cost-Per-thousand (Mille) impressions) is the cost of a thousand ad impressions (across CPC and CPM). Duration: ~30 days (2013/05/01 - 2013/05/30) Population: > 5000 active installs Impressions: ~59k Ad network: AdMob eCPM vs CTR across time AdMob CPM & CPC chart stated the fact,


AdMob CPM & CPC chart stated the fact, Using the slowest refresh rate (e.g. 120s) helps to increase the eCPM but the number of impressions is so much reduced that it counterbalances the effects of a higher eCPM. At the end, despite having a higher CTR and a higher eCPM, the revenue was lower than the first period of time.
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