Google AdMob vs Vungle / Liftoff: 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 18% ahead of Vungle / Liftoff. 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 | Vungle / Liftoff | |
|---|---|---|
| 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 | $12.00 |
| Interstitial eCPM, Tier 1 | $8.00 | $8.20 |
| Banner eCPM, Tier 3 | $0.10 | $0.08 |
| Payout threshold | $100 balance (a PIN is mailed at $10) | Around $100 (account dependent) |
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 | Vungle / Liftoff Tier 1 | Google AdMob Tier 2 | Vungle / Liftoff Tier 2 | Google AdMob Tier 3 | Vungle / Liftoff Tier 3 |
|---|---|---|---|---|---|---|
| Rewarded video | $12.00 | $12.00 | $5.00 | $4.80 | $1.40 | $1.20 |
| Interstitial | $8.00 | $8.20 | $3.20 | $3.20 | $0.90 | $0.80 |
| Banner | $0.90 | $0.70 | $0.40 | $0.30 | $0.10 | $0.08 |
| Native | $3.50 | $3.20 | $1.50 | $1.40 | $0.40 | $0.35 |
| App open | $5.50 | Not offered | $2.20 | Not offered | $0.60 | Not offered |
Banner shows the widest Tier 1 gap: Google AdMob at $0.90 against Vungle / Liftoff at $0.70. 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 | Vungle / Liftoff | Winner | Margin |
|---|---|---|---|---|
| Hypercasual Game | $11,639 | $9,208 | Google AdMob | 26% |
| Casual Game | $10,301 | $8,755 | Google AdMob | 18% |
| Mid-core / Strategy | $11,808 | $10,510 | Google AdMob | 12% |
| Puzzle Game | $10,605 | $8,806 | Google AdMob | 20% |
| Utility App | $3,375 | $2,222 | Google AdMob | 52% |
| Social / Lifestyle | $6,239 | $4,350 | Google AdMob | 43% |
| Finance App | $5,008 | $3,048 | Google AdMob | 64% |
| Entertainment App | $7,244 | $5,501 | Google AdMob | 32% |
| Education App | $3,261 | $2,804 | Google AdMob | 16% |
Google AdMob leads in 9 of 9 categories and Vungle / Liftoff in 0. The widest gap is in Finance App, where Google AdMob earns about 64% more. The closest race is Mid-core / Strategy, where the two sit 12% apart.
How region changes the result
The same casual game at 10,000 daily users with three different audience splits.
| Google AdMob | Vungle / Liftoff | Winner | |
|---|---|---|---|
| Emerging-market lean | $6,445 | $5,375 | Google AdMob |
| Balanced global mix | $10,301 | $8,755 | Google AdMob |
| Tier 1 lean | $15,353 | $13,206 | Google AdMob |
Google AdMob stays ahead across all three audience splits, by 16% to 20%.
Google AdMob / Vungle / Liftoff
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 Vungle / Liftoff
Vungle, now part of Liftoff, is a video-led network whose demand leans towards performance advertisers paying for app installs. Our tables put its Tier 1 Android rewarded estimate at about $12.00 and interstitial at about $8.20, close to AdMob, with fill of around 80%.
Strengths
- Full-screen video is its home ground, and its interstitial estimate edges above AdMob's in our tables.
- It is available as a bidder on the major mediation platforms, so it can add competition without becoming your main SDK.
- Liftoff's user-acquisition business brings advertisers who pay for installs, which suits games with engaged players.
Watch-outs
- Banner is a weak spot at roughly $0.70 in Tier 1, and there is no app open format.
- An 80% blended fill means it performs better as one bidder among several than as a standalone network.
- Payment timing is set contract by contract, so ask about it before you count on a particular date.
Best for: A game that already uses mediation and wants another video specialist bidding on its rewarded and interstitial slots.
Payout terms
| Google AdMob | Vungle / Liftoff | |
|---|---|---|
| Threshold | $100 balance (a PIN is mailed at $10) | Around $100 (account dependent) |
| Cycle | Monthly, around the 21st to 26th | Monthly, net terms vary by contract |
| Methods | Bank transfer (EFT), wire in some countries | Wire or ACH; 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. Vungle / Liftoff 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 Vungle / Liftoff?
In our benchmark tables Google AdMob earns more in 9 of 9 app categories for a balanced audience, with an average lead of about 32%. Your own results depend on category, region and setup.
Can I run Google AdMob and Vungle / Liftoff 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 Vungle / Liftoff. Fill varies by country, format and floor settings, so treat these as typical blended figures.