What is the AdMob eCPM in the United States?
Updated · Every figure on this page is an estimate from our benchmark tables, not a quote from any network.
The short answer
The United States is one of the highest-paying regions for AdMob, and it sits in Tier 1 in our model. The eCPM depends mostly on the ad format: rewarded video and interstitials earn several times more than banners. iOS users usually earn more than Android users. The table above shows our estimates by format.
The numbers
| Format | Android | iOS |
|---|---|---|
| Rewarded video | $14.25 | $18.53 |
| Interstitial | $9.50 | $12.35 |
| Banner | $1.07 | $1.39 |
| Native | $4.16 | $5.40 |
| App open | $6.53 | $8.49 |
In the United States AdMob rewarded video sits at about $14.25 on Android and $18.53 on iOS in our tables, the highest of any format.
What moves the number
US advertisers spend heavily on mobile, and app install campaigns in particular compete for American users because they tend to spend more inside apps. That competition is why US eCPMs sit near the top of every benchmark. Within that, rewarded video earns the most, followed by interstitials and app open ads, with native in the middle and banners at the bottom.
Several things shift your own number away from the table. iOS users carry an uplift in our model, and the US has an unusually high share of iPhones, so a US audience often blends higher than Android figures alone suggest. Category matters: finance apps and mid-core games attract stronger bids, while hypercasual games and education apps sit lower. Fill rate also trims revenue, because not every request returns an ad.
Timing is the other big swing. US rates usually rise through the autumn and peak in the weeks before the end-of-year holidays, then fall back sharply in January when advertisers reset budgets. If you are judging a new app or format, compare like with like across months rather than reading too much into a single week. Your AdMob reports will show your real US eCPM once traffic builds, broken down by format and platform, and that is the figure to plan with.
Because US prices are high, small problems cost more here than anywhere else. An ad that loads late, a rewarded button that is hard to find or an interstitial that shows at a bad moment can each lose a meaningful share of income. It is worth checking the AdMob report by country and format each month so a drop in US eCPM is caught early rather than averaged away by other regions.
Next steps
- Run your US user numbers through the AdMob revenue calculator.
- See how AdMob compares with bidding-led mediation in the AppLovin MAX revenue calculator.
- Read eCPM explained for publishers to understand why reported eCPM moves from day to day.
All figures come from our benchmark tables: Android eCPMs by tier, category or niche multipliers, modelled fill and the iOS multiplier. They are estimates for planning, not quotes.