Google AdMob vs Meta Audience Network: eCPM, Fill and Payouts Compared
For a balanced global audience of 10,000 daily users in a typical casual game, our tables put Google AdMob about 22% ahead of Meta Audience Network. The gap moves with category and region, so the tables below show where each network leads.
Updated · Every figure on this page is an estimate from our benchmark tables, not a quote from any network.
At a glance
| Google AdMob | Meta Audience Network | |
|---|---|---|
| Formats in our model | Rewarded video, Interstitial, Banner, Native, App open | Rewarded video, Interstitial, Banner, Native |
| Modelled fill rate | 88% | 80% |
| Rewarded eCPM, Tier 1 | $12.00 | $10.50 |
| Interstitial eCPM, Tier 1 | $8.00 | $7.50 |
| Banner eCPM, Tier 3 | $0.10 | $0.09 |
| Payout threshold | $100 balance (a PIN is mailed at $10) | Around $100 |
eCPM by format and tier
Android baseline eCPMs in US dollars per 1,000 impressions, before category and platform multipliers.
| Format | Google AdMob Tier 1 | Meta Audience Network Tier 1 | Google AdMob Tier 2 | Meta Audience Network Tier 2 | Google AdMob Tier 3 | Meta Audience Network Tier 3 |
|---|---|---|---|---|---|---|
| Rewarded video | $12.00 | $10.50 | $5.00 | $4.40 | $1.40 | $1.10 |
| Interstitial | $8.00 | $7.50 | $3.20 | $3.00 | $0.90 | $0.80 |
| Banner | $0.90 | $0.85 | $0.40 | $0.38 | $0.10 | $0.09 |
| Native | $3.50 | $4.20 | $1.50 | $1.80 | $0.40 | $0.45 |
| App open | $5.50 | Not offered | $2.20 | Not offered | $0.60 | Not offered |
Native shows the widest Tier 1 gap: Meta Audience Network at $4.20 against Google AdMob at $3.50. App open is only modelled for Google AdMob.
Which wins for each kind of app
Each row runs 10,000 daily users with that category’s typical format mix and a balanced region split.
| Category | Google AdMob | Meta Audience Network | Winner | Margin |
|---|---|---|---|---|
| Hypercasual Game | $11,639 | $9,289 | Google AdMob | 25% |
| Casual Game | $10,301 | $8,477 | Google AdMob | 22% |
| Mid-core / Strategy | $11,808 | $9,401 | Google AdMob | 26% |
| Puzzle Game | $10,605 | $8,391 | Google AdMob | 26% |
| Utility App | $3,375 | $2,512 | Google AdMob | 34% |
| Social / Lifestyle | $6,239 | $5,364 | Google AdMob | 16% |
| Finance App | $5,008 | $3,588 | Google AdMob | 40% |
| Entertainment App | $7,244 | $5,784 | Google AdMob | 25% |
| Education App | $3,261 | $2,783 | Google AdMob | 17% |
Google AdMob leads in 9 of 9 categories and Meta Audience Network in 0. The widest gap is in Finance App, where Google AdMob earns about 40% more. The closest race is Social / Lifestyle, where the two sit 16% apart.
How region changes the result
The same casual game at 10,000 daily users with three different audience splits.
| Google AdMob | Meta Audience Network | Winner | |
|---|---|---|---|
| Emerging-market lean | $6,445 | $5,245 | Google AdMob |
| Balanced global mix | $10,301 | $8,477 | Google AdMob |
| Tier 1 lean | $15,353 | $12,691 | Google AdMob |
Google AdMob stays ahead across all three audience splits, by 21% to 23%.
Google AdMob / Meta Audience Network
About Google AdMob
Google AdMob is Google's own app network, and alongside AppLovin MAX it is one of only two options in our tables that offer all five mobile formats, app open and native included. Its central Tier 1 Android estimates of about $12.00 for rewarded and $8.00 for interstitials, with blended fill near 88%, make it a dependable baseline rather than the top bidder.
Strengths
- Demand comes from Google's very large advertiser base, which tends to keep fill steady in most countries.
- App open ads are available, estimated at about $5.50 in Tier 1, a format only AppLovin MAX also offers in our data.
- Built-in mediation lets you add other networks through adapters later, so starting here does not lock you in.
- Reporting connects with Firebase and Google Analytics, which makes it easier to set ad revenue against retention.
Watch-outs
- Google enforces its invalid traffic and placement policies firmly, and ad serving can be limited while it reviews unusual activity.
- The banner estimate of about $0.90 in Tier 1 is modest, so an app built around banners should not expect much from AdMob alone.
- Your first payment waits for a $100 balance and an address check by posted PIN, which can add weeks if the letter is slow.
Best for: A first-time developer who wants every format available from one account, with mediation ready for when the app grows.
About Meta Audience Network
Meta Audience Network sells your in-app inventory to advertisers who already run campaigns across Facebook and Instagram. In our tables it covers rewarded, interstitial, banner and native, and its native estimate of about $4.20 in Tier 1 is the highest of any mobile network we list.
Strengths
- Advertisers target using Meta's own audience data, which tends to lift prices for Tier 1 users.
- Native ads suit feeds and list screens where the ad can sit among your own content cards.
- As a bidder inside a mediation stack it adds a distinct pool of brand and app advertisers rather than repeating game demand.
Watch-outs
- Meta delivers its demand through bidding, so in practice you reach it through a mediation platform that supports bidding.
- Blended fill of about 80% and no app open format mean it rarely works as your only network.
- Apple's App Tracking Transparency limits how much of Meta's targeting applies to iOS users who decline tracking.
Best for: A social, lifestyle or content app with feed-style screens and a large share of Tier 1 users.
Payout terms
| Google AdMob | Meta Audience Network | |
|---|---|---|
| Threshold | $100 balance (a PIN is mailed at $10) | Around $100 |
| Cycle | Monthly, around the 21st to 26th | Monthly, paid after the previous month is finalised |
| Methods | Bank transfer (EFT), wire in some countries | Bank transfer; typical terms, confirm in your own account |
Verdict
On our numbers Google AdMob is the stronger single choice for most categories, and particularly for Finance App, Utility App. Meta Audience Network holds its own in Casual Game. Many studios run both inside a mediation stack, which our model does not combine.
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.
Questions people ask
Does Google AdMob pay more than Meta Audience Network?
In our benchmark tables Google AdMob earns more in 9 of 9 app categories for a balanced audience, with an average lead of about 26%. Your own results depend on category, region and setup.
Can I run Google AdMob and Meta Audience Network together?
Usually yes. Most studios reach several networks through a mediation platform so they compete for each impression. Check each network’s current mediation support before you plan around it.
Which has better fill?
Our model uses a fill rate of 88% for Google AdMob and 80% for Meta Audience Network. Fill varies by country, format and floor settings, so treat these as typical blended figures.