Glossary | I | IMPDAU

What is IMPDAU?

Impressions per daily active user, or IMPDAU, is a KPI used by developers to measure how effective their monetization strategy is, in terms of impressions, on a daily basis. To simplify it, how many ads are served on average to each active user on a given day. 

IMPDAU is an important metric when analyzing the effectiveness of your monetization strategy on an on-going basis.

The most common uses of IMPDAU are:

  • When testing new bidding partners or changing your waterfall setup.
  • When analyzing conversion rate and ARPDAU.
  • Testing new features.

Calculating IMPDAU: Number of daily impressions / numbers of daily active users