Request a Demo

Glossary of Mobile Advertising Terms

eCPM Decay

What is eCPM Decay?

eCPM Decay is a decrease in eCPM (Effective Cost Per Mile) that’s bound to happen sooner or later. Once you finish an app and figure out all the kinks related to it, you can start earning money. After a while, your eCPM will start to drop and that’s something that’s practically unavoidable.

Can eCPM Decay be avoided?

Still, there are some things that can be done to slow down the process and ultimately make the most out of your app. The right placement and timing, minimizing the cost or limiting ad frequency are just some of the things you can do slow down the decay.

Although, bear in mind that these tips and your strategy, depend on the type of your app and audience you’re trying to reach, meaning you won’t get far by just blindly following some generic rules/tips. For example, if your app is a video game, your strategy might need to be different than if it’s a utility app. Same goes with the actual strategy, so for example, limiting ad frequency might have way better results for one app than the other.

Ad placement is also something that can affect the eCPM decay. The important thing is not to be discouraged by the eCPM decay and instead do everything you can to slow down the process and maximize the profits from your app.