Match rate = requests that received an ad from demand / ad requests. It sits between ‘ad requests’ and ‘fill rate’ in the funnel: low match rate means demand isn’t bidding on your traffic at all, before any fill or revenue question comes up.
At a glance
| Fact | Value | Source |
|---|---|---|
| Match rate formula | ads matched / requests | playgama.com |
| Fill rate formula | impressions / requests | playgama.com |
| Revenue formula | requests x fill x eCPM/1000 | playgama.com |
Match rate = requests that received an ad from demand / ad requests. It answers one narrow question: when your game asks for an ad, does any demand source respond with an ad at all, before you get to whether that ad actually renders on screen.
It matters because it’s the first checkpoint in the funnel: ad requests > match rate > show rate > fill rate > eCPM > revenue. A low match rate usually points to a demand problem – too few networks connected or weak demand for your geos – rather than a rendering or placement problem. A low show rate with a healthy match rate points the other way: ads are being returned but not displaying, which is more likely a code or timing issue in how the game calls the ad.
What moves match rate, in relative terms: more demand partners bidding on the same request generally raises it, and some geos and formats attract more competing demand than others, so match rate on the same game can differ across countries and ad formats. There’s no single neutral benchmark that applies to every web game, so treat the number as something to track over time and against your own past weeks, not against an outside target.
Playgama Ad connects one SDK to 11 demand partners, including Google Ad Manager, plus premium video demand and Playgama direct deals. Reports break match rate down by game, placement, format, geo and device, which is where you’d look next.
Where do I check match rate alongside the other metrics?
Look at ad requests, match rate, fill rate, show rate and eCPM together in the same report, split by geo, device and format – a drop in one number without moving the others usually tells you which stage of the funnel to fix.
Sources
Related questions
What’s the difference between match rate and fill rate?
Match rate is ads returned by demand divided by requests; fill rate is impressions actually shown divided by requests. A gap between them points to a rendering or timing issue, not a demand shortage.
Is there a normal match rate for web games?
No public benchmark applies evenly across geos, formats and devices, so compare a game’s match rate against its own history and against different geos or formats rather than an outside number.
Last updated: 24 September 2026