Get the newsletter · 2018 essays (PDF) · Featured · Recent

Facebook app CPM numbers from Inside Facebook

CPM rates on Facebook apps
Great data from Justin Smith on Facebook app CPMs: What CPM is your app making? Data from Facebook Developers. Thanks to Justin for putting together these great numbers.

Here are the numbers:

  • tspree15 is making $0.60 CPM with Social Media
  • cbovis is making $1.50 CPM with VideoEgg, but they can’t cover all his inventory (the rest runs on RockYou)
  • sweetsteve is making $0.27 CPM with Cubics, down from $0.43 earlier this month
  • ejono is seeing a $0.40 CPM with Cubics
  • cory is making a $4.78 eCPM with Social Media (???)
  • mzeitler
    is making a $0.50 CPM each with AdSense, FB Exchange, Social Media, and
    RockYou (and by combining 2 units on a page is making $1.00 CPM)
  • saintseiya is making $0.125 CPM with Lookery ($0.25 with 2 ads above the fold)
  • markdoub is seeing $0.10 CPM with Cubics, down from $0.43
  • ersingencturk is seeing $0.04 CPM with AdSense

Overall, the numbers are generally <$1, and you also see that there are some issues with "fill rates" – that is, how likely it is that an ad gets displayed when there’s a space. For brand advertising, it can be quite low.

How does this foot to internet-wide CPMs?
These numbers are in-line with my previous post on 5 factors that determine your advertising CPMs, where I wrote:

  • Social sites (forums/chat/etc) without direct ad sales teams: <$0.25 CPM
  • Largely international sites: <$0.50 CPM
  • Medium-sized sites that use banner ad networks: <$1 CPM
  • Reference sites in a specific category: >$5 CPM or sometimes
    much higher, depending on category – we ran into home improvement
    reference sites that did $20 CPMs

Given that these are all social sites with mostly US traffic but no direct sales teams, an average of 10-50 cents is pretty accurate.

Combine this with Jeremy Liew’s insights on getting to $25MM/yr on Facebook app ad impressions, and you see that it takes a good 900+ million installs. Ouch. Jeremy’s slides below…

PS. Get new updates/analysis on tech and startups

I write a high-quality, weekly newsletter covering what's happening in Silicon Valley, focused on startups, marketing, and mobile.