How Much Do Ads Really Pay On Apps In 2023?

In today’s digital world, ads have become ubiquitous across apps and websites. As a developer or content creator, you may be wondering just how lucrative ads can be on an app. With so many mobile apps competing for user attention, maximizing ad revenue is crucial for financial success.

The short answer is: it depends greatly on the app itself, ad networks used, user engagement, and many other factors. Ads on apps can bring in anywhere from a few cents per click up to several dollars per click for highly commercial apps with significant reach.

In this comprehensive guide, we will take a deep dive into ad payout rates on mobile apps in 2023. We will cover key factors that determine how much ad revenue an app can generate, payout rates across major mobile ad networks, monetization strategies beyond ads, and tips to optimize your mobile ad earnings.

What Determines How Much Ads Pay on An App

When it comes to determining how much ads pay on an app, several factors come into play. Understanding these factors can help developers and app owners optimize their ad revenue and make informed decisions. Here are some key determinants:

Ad Network Payout Rates

The first factor that affects how much ads pay on an app is the ad network payout rates. Different ad networks have varying payout rates, which can depend on factors such as the network’s popularity, the demand for ad space, and the quality of the ads served.

It’s important for developers to research and choose ad networks that offer competitive payout rates to maximize their earnings.

Number of Users/Impressions

The number of users or impressions an app receives plays a significant role in determining ad revenue. Generally, the more users an app has, the higher the potential for ad revenue. Advertisers are willing to pay more to reach a larger audience, so apps with a large user base tend to attract higher-paying ads.

Developers can focus on growing their user base through effective marketing strategies to increase their ad revenue.

User Engagement Metrics

User engagement metrics, such as click-through rates (CTRs) and conversion rates, also impact how much ads pay on an app. Advertisers are more likely to pay higher rates for ads displayed on apps with high user engagement, as it indicates that users are actively interacting with the app and are more likely to respond to ads.

Developers should strive to create engaging and user-friendly app experiences to attract higher-paying ads.

Ad Placement and Formats

The placement and formats of ads within an app can significantly affect ad revenue. Ads placed in prominent positions, such as interstitials or native ads integrated within the app’s content, tend to perform better and attract higher payouts.

Additionally, incorporating various ad formats, such as video ads or interactive ads, can also increase ad revenue. Developers should experiment with different ad placements and formats to find the optimal combination that generates the highest earnings.

App Category and Target Audiences

The category of an app and its target audience can influence ad revenue. Certain app categories, such as gaming or finance, tend to attract higher-paying ads due to the specific interests and purchasing power of their target audiences.

Developers should consider the demographics and preferences of their app’s target audience when selecting ad networks and optimizing ad placements to maximize their earnings.

By understanding these key factors, app developers and owners can make informed decisions to optimize their ad revenue. It’s important to regularly monitor and analyze ad performance data to identify opportunities for improvement and maximize earnings from ads.

Average Pay Rates of Top Mobile Ad Networks

When it comes to monetizing mobile apps, incorporating ads can be a lucrative strategy. However, understanding the average pay rates of top mobile ad networks is crucial for developers to make informed decisions.

In this section, we will explore the pay rates of some of the leading mobile ad networks in 2023.

Google AdMob

Google AdMob is one of the most popular mobile ad networks, offering developers a wide range of ad formats and targeting options. On average, developers can expect to earn around $0.50 to $2.00 per 1,000 ad impressions with AdMob.

However, it’s important to note that the actual earnings can vary based on factors such as the app’s niche, user engagement, and ad placement.

Facebook Audience Network

The Facebook Audience Network enables developers to monetize their apps by displaying ads from the Facebook ad platform. The average pay rates on the network range from $1.00 to $4.00 per 1,000 ad impressions.

With the extensive targeting capabilities offered by Facebook, developers can maximize their earnings by delivering relevant ads to their users.

Apple Search Ads

For developers looking to promote their apps within the Apple ecosystem, Apple Search Ads provides a valuable opportunity. The average pay rates for Apple Search Ads can range from $1.50 to $5.00 per tap.

This means that developers earn money when users tap on their ads, driving traffic to their app page in the App Store.

Unity Ads

Unity Ads is a mobile ad network specifically designed for games. Developers can integrate Unity Ads into their games and earn money through video and rewarded ads. On average, developers can expect to earn around $0.50 to $4.00 per completed ad view.

The actual earnings can vary based on factors such as user engagement and ad placement within the game.


Chartboost is another popular ad network for mobile games. It offers developers the opportunity to monetize their games through interstitial and video ads. The average pay rates on Chartboost can range from $1.00 to $3.00 per 1,000 ad impressions.

Additionally, Chartboost provides developers with advanced targeting options to enhance their ad revenue.


AppLovin is a mobile ad network known for its personalized ad experiences. Developers can earn money through various ad formats, including interstitial, video, and native ads. On average, developers can expect to earn around $1.00 to $4.00 per 1,000 ad impressions with AppLovin.

The network’s focus on delivering relevant ads to users can contribute to higher engagement and, ultimately, higher earnings for developers.


ironSource is a comprehensive mobile monetization platform that offers developers a range of ad formats, including rewarded videos, interstitials, and banners. The average pay rates on ironSource can vary depending on the ad format and user engagement, but developers can expect to earn around $0.50 to $3.00 per 1,000 ad impressions.

With its robust targeting capabilities and mediation services, ironSource provides developers with opportunities to optimize their ad revenue.

It’s important to note that the pay rates mentioned here are averages and can vary based on several factors. Developers should consider experimenting with different ad networks and ad formats to find the best combination that maximizes their earnings.

Additionally, factors such as user demographics, app niche, and user engagement can significantly impact ad revenue. Staying updated with the latest trends and best practices in mobile advertising can help developers stay ahead in the competitive app market.

Other App Monetization Models Beyond Ads

While ads are a popular way for app developers to monetize their creations, there are also other effective strategies that can help generate revenue. Let’s explore some of these alternative app monetization models:

In-App Purchases

One lucrative method is to offer in-app purchases, allowing users to buy additional features, levels, or virtual items within the app. This model has been highly successful for many gaming apps, where users are willing to pay for extra lives, power-ups, or exclusive content.

In fact, according to a report by Statista, in-app purchases accounted for over $72 billion in revenue in 2020.


Another popular monetization model is the subscription model. This involves offering users access to premium content or features on a recurring basis, typically monthly or annually. Many news, music streaming, and video streaming apps have successfully adopted this model.

It provides a steady stream of revenue and encourages user loyalty. In fact, a study by App Annie found that subscription-based apps generated over $10 billion in revenue in 2020.

Affiliate Marketing

Affiliate marketing is a strategy where app developers partner with brands or companies and earn a commission for every sale or lead generated through their app. This can be done by promoting products or services within the app or by directing users to external websites through referral links.

It can be a great way to monetize apps that have a strong user base and can effectively promote relevant products. According to a report by eMarketer, affiliate marketing spending is projected to reach $8.2 billion by 2022.

By diversifying their monetization strategies and exploring these alternative models, app developers can maximize their revenue potential. It’s important to consider the nature of the app, the target audience, and the user experience when deciding which model to implement.

Ultimately, a combination of different monetization models may be the most effective way to generate revenue from an app.

Tips to Optimize Ad Revenue on Your App

Choose the Right Ad Networks

When it comes to maximizing your app’s ad revenue, choosing the right ad networks is crucial. Different ad networks offer varying rates and targeting options. Research and compare different ad networks to find the ones that best align with your app’s target audience and niche.

Look for networks that have a good track record of delivering high-quality ads and reliable payments to their publishers.

Some popular ad networks that you might consider are Google AdMob, Facebook Audience Network, and Unity Ads. These networks have a wide reach and provide various ad formats to suit different app types.

Test Different Ad Formats and Placements

Don’t limit yourself to just one ad format or placement. Experiment with different ad formats, such as banner ads, interstitial ads, native ads, and rewarded video ads, to see which ones perform best for your app.

Test different ad placements within your app, including in-app banners, full-screen ads, and in-app content integration.

By testing different ad formats and placements, you can find the sweet spot that maximizes ad revenue without compromising the user experience. Keep in mind that finding the right balance between ads and content is essential to ensure user satisfaction and engagement.

Analyze User Metrics and Behavior

Understanding your app’s user metrics and behavior can provide valuable insights into optimizing ad revenue. Analyze data such as user demographics, engagement rates, session durations, and retention rates. Identify user preferences and patterns that can help you tailor your ad strategy.

For instance, if you notice that a specific demographic group spends more time on your app, you can target ads specifically to that group to increase the chances of engagement. Moreover, analyzing user behavior can help you identify optimal ad placement timings and frequency to avoid overwhelming users with ads.

Segment Your Ad Targeting

Segmenting your ad targeting allows you to deliver more relevant and personalized ads to your users, leading to higher engagement and increased revenue. Consider grouping your users based on factors like demographics, interests, and app usage patterns.

By segmenting your ad targeting, you can ensure that users see ads that are more likely to resonate with them, increasing the chances of clicks and conversions. This can also result in higher ad rates as advertisers are willing to pay more for targeted advertising.

Refresh Ads Frequently

Keeping your ads fresh and up-to-date is important to maintain user interest and engagement. If your app constantly displays the same ads for an extended period, users may become desensitized or annoyed, leading to lower click-through rates and ad revenue.

Consider refreshing your ads frequently, whether it’s by updating the creative content or rotating different ad campaigns. This helps to keep the user experience fresh and encourages users to pay attention to the ads.

However, be mindful of not overdoing it, as too many ad changes can also disrupt the user experience.

By following these tips, you can optimize your app’s ad revenue and make the most out of the ads displayed in your app. Remember to regularly monitor and analyze your ad performance to identify areas for improvement and stay ahead in the competitive app market.


Optimizing ad revenue from your mobile app requires adopting the right monetization strategy, thorough A/B testing, and analyzing user engagement metrics. While ads can be lucrative on apps with high reach and engagement, they are not a one-size-fits-all solution.

Other models like in-app purchases and subscriptions may complement or even outearn ads in many cases.

By partnering with the highest paying ad networks, placing ads strategically, frequently refreshing ad content, and segmenting your target audiences, you can maximize your mobile ad earnings. With the right approach, ads can provide a steady revenue stream that supports your app’s growth and sustainability over the long-term.

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