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Do my iad sums add up?

12-14-2011, 08:49 PM
Joined: Nov 2011
Posts: 87
Do my iad sums add up?

Hi all,

Please note, this is all theoretical and I know the download number is unrealistic.

OK, here we go.

Free app gets 2,000,000 plays

Every time it is played, it shows 6 ads (over the play time, assuming all are displayed) generating 6 cents

I get a 3% click though rate at 0.25c each (im assuming that's the lowest payment for a click through)

2,000,000 * 0.06c = $120,000 from impressions
2,000,000 * 3% (CTR) * 0.25c = $15,000 from click through.

=$135,000 from iads before apple take their cut.

Am I completely off here?

I think I may have at-least one number completely wrong :/

Thanks in advance!

Last edited by derpderp; 12-14-2011 at 09:45 PM.
12-14-2011, 10:26 PM
Its differ by what AD you show. (but you can't choose them you can only block them)

Very few AD (like Toyota) generate revenue by impression.

Most AD generate revenue only by click through.

12-16-2011, 05:52 AM
Joined: Nov 2011
Posts: 87
Ahh OK. My sums were WAAAY off then
12-16-2011, 01:30 PM
Joined: Feb 2011
Location: Isle of Wight, UK
Posts: 1,538
One number you got wrong is 1 cent for an impression. You'll probably need 10 impressions to make one cent at best. Possibly 30 or 40.

I once did some math based on eCPM numbers someone shared with me, and I'm sure it was a dollar earned per 3000 impressions. Something like that.
12-19-2011, 03:06 PM
The best thing to look at is eCPM numbers. That is the amount of money you make, on average, for every 1,000 impressions. iTunes Connect gives you this figure. I can share some figures from our apps, but your own milage will vary based on how many ads are displayed to the user, when they are displayed, and how prominently they are displayed.

Our newest app, Cricket Words, has been out about a month. It has an eCPM of $1.42. My understanding is this is a decent number. Honestly, we're super-agressive about showing ads. At this rate your 2,000,000 impressions would earn you $2,840: a far cry from $135,000.

Another app we have is Private Writer, which is not a game. It has averaged an eCPM of $3.09 since it was released. Again, at 2,000,000 impressions you'd still only come out to $6,180.

In either case you also have to factor in that you will not have anything near 100% fill rate. Cricket Words is averaging 53% fill rate. Private Writer? A disappointing 24%.

In our experience, the issue is not so much getting a decent eCPM but getting enough people using your apps that all of those impressions are being made.
12-19-2011, 03:06 PM
One other item I wanted to mention. Our eCPM for iAd has been much, much higher than AdMob. However, we do use AdMob for failover if we can't get iAds displayed. It's better than nothing.
12-20-2011, 01:16 AM
Joined: Nov 2009
Location: Wellington
Posts: 938
There are far to many variables to reliably predict what you might be able to achieve. iAds are limited to a very small number of countries, and even within those countries, fill rates can be very low. On top of that, eCPMs (effective revenue per 1000 banner displays) can be highly variable too.

IF you managed to get 12,000,000 banner requests in the countries which iAds supports alone, you could probably expect a fill rate between 20-50%. On successful displays, you could probably expect an eCPM of between US$1.50-3.00.

So, bottom end you MIGHT get US$3.6k and top end you MIGHT get US$18k based on the numbers above.

If you backfilled iAds with something like AdMob, then you'll see a revenue increase on top of that, though it would only be a marginal increase when looking at the top end estimate above.

You need a LOT of ads to make good money.
02-07-2012, 07:51 AM
iad mainly works in western europe and in U.S..so you wil not get any impressions from other countries…