Ad-Funded Apps & Games: Impressions per User, Fill Rate, eCPM, Rewarded Video & Hybrid ARPDAU

What you'll build

What you will be able to do

Each lab ends with a concrete result that you build yourself and the checker confirms, cell by cell.

• Turn sessions, ad opportunities and show rates into impressions per daily user for four placements of a fictional puzzle game, apply the daily frequency caps and scale the result to the whole audience.
• Look up the fill rate and eCPM of each fictional market from a price-tier table and turn ad requests into impressions and daily revenue, market by market and in total.
• Calculate the revenue of four ad formats, their share of the day's revenue and the blended eCPM, and see why dropping the cheap banners raises the eCPM but lowers the revenue.
• Follow 100,000 fictional ad requests down a four-tier waterfall, work out how many reach each tier, the overall fill rate, the blended eCPM and the revenue per 1,000 requests.
• Compare three fictional interstitial frequencies from an A/B test: estimate active days from day-1, day-7 and day-30 retention, the ad revenue per daily user and the 30-day ad revenue per install, and pick the winner.
• Estimate completed rewarded views and their revenue for two fictional placements, price a reward at the game's own shop price and compare it with what the ad pays.
• Combine a fictional month of ad and purchase revenue into ARPDAU per user-day, net of a store fee, and find the price at which a remove-ads purchase pays for the ads the buyer will no longer see.
• Summarise a fictional quarter of ad revenue by format and by month with SUMIFS, date each month's payout with EDATE and chart the revenue by format.