Every month we’ll be posting a snapshot and analysis of CPM trends around the globe. The figures used in this analysis are aggregate performance from across the Google network and not specific to our publishers (who generally enjoy higher revenue performance). Remember: Ad Request CPMs are considerably lower than Matched CPMs. The CPM figures and trends are presented as a benchmark for publishers to compare performance against.
Average CPMs by country
Hover over the map below to compare Ad Request CPMs around the globe during August 2017. The areas shown in the darkest shades are those with the strongest CPM and fill last month. Focusing on Ad Request CPM rather than matched CPM take account of fill rate and gives a truer comparison of the value of every potential impression.
How to use this chart: Whilst CPMs vary greatly from one publisher to another, this chart is useful in comparing the relative value of traffic from different geos. Regularly checking your results in key geos vs this chart can also help identify areas of under-performance.
Global Ad Request CPM trends
CPM rates and fills vary greatly through the year as the advertising market reacts to changes in supply and demand. This chart shows the impact of those changes on Ad Request CPM by week across the network. Hovering over the chart provides more detail.
How to use this chart: The shape of this chart is generally more useful than the actual figures.The chart can be a useful point of reference when determining whether a change in performance is specific to you (suggesting that it can be rectified) or is occurring across the wider network and potentially outside of your control.
Ad Request CPM Trends for top geos
Matched CPMs and fill are both affected by localised issues, leading to changes in Ad Request CPMs varying across geos. This chart tracks ad Request CPM for Australia, Canada, Germany, United Kingdom and United States – the countries considered “Tier 1” by most.
How to use this chart: Similar to the chart above, this chart can be used to help diagnose performance changes for the most valuable geographic audiences