The core set is ad requests, match rate, fill rate, show rate, eCPM, RPM and revenue. Each measures a different step of the ad funnel, from asking for an ad to getting paid, and none of them means much without also knowing the geo and ad format behind it.
At a glance
| Fact | Value | Source |
|---|---|---|
| Ad requests definition | times game asked for ad | playgama.com |
| Revenue formula | requests x fill rate x eCPM / 1000 | playgama.com |
| What moves eCPM most | format and geo, relatively |
For a web game, track these metrics in order along the ad funnel: ad requests – how many times the game asked for an ad; match rate – requests that received an ad from demand, divided by ad requests; fill rate – impressions divided by ad requests; show rate – impressions divided by ads returned; eCPM – revenue divided by impressions, times 1000; RPM – revenue divided by ad requests, times 1000 (note that AdSense also reports Page RPM per 1,000 page views, so always check which denominator a dashboard is using). Revenue itself follows from these: requests x fill rate x eCPM / 1000. Never multiply fill rate by show rate together in that formula, or you double count.
Playgama Ad reports ad requests, match rate, fill rate, show rate, impressions, eCPM, RPM and revenue, broken down by game, placement, format, geo and device.
Why does my eCPM look different from someone else’s?
Full-screen formats (interstitial, rewarded) earn several times more per impression than banners, and Tier-1 geos earn several times more than other geos. So a single eCPM number without a geo and format attached tells you almost nothing – always break it down before comparing. There is no neutral public benchmark for “normal” web game eCPM or fill rate; instead of chasing a target number, check whether match, fill and show rate are dropping at any one stage, and fix that stage first.
Engagement metrics that correlate with ad performance – CTR, playtime and retention – are worth watching too, since a strong ad setup cannot compensate for a game players do not return to.
Sources
Related questions
Is a high fill rate always good?
Not by itself. A high fill rate with a low eCPM or show rate can still mean low revenue, so check all three together, broken down by geo and format.
What is the difference between RPM and eCPM?
eCPM divides revenue by impressions; RPM divides revenue by ad requests. RPM is always lower than or equal to eCPM because not every request fills.
Last updated: 24 September 2026