Understanding IMPDAU: Why Tracking Impressions Per Daily Active User Matters

When it comes to app monetization, understanding how many ads users actually see each day (measured by IMPDAU) can be the key to balancing revenue with retention. In this guide, we’ll break down what IMPDAU means, why it matters, how it impacts ARPDAU and user experience, and how publishers can analyze and optimize it for smarter monetization.

What Is IMPDAU?

IMPDAU stands for Impressions Per Daily Active User - a simple but powerful metric that shows how many ad impressions are shown to a user on average per day.

If 10,000 impressions are served to 1,000 daily active users, your IMPDAU is 10.

While often overshadowed by revenue metrics like eCPM or ARPDAU, IMPDAU is a core lever of monetization performance. Why? Because it directly reflects the intensity of your ad strategy and helps you understand how much ad exposure each user receives on average per session or day.

Why Is IMPDAU Important?

1. It helps you balance revenue with user experience
   IMPDAU shows how many ads your users see per day. If it's too high, users may feel overwhelmed which can hurt retention and lead to negative reviews. If it's too low, you're likely leaving revenue on the table. Tracking this metric helps you find the right balance between monetizing effectively and maintaining a smooth, enjoyable app experience.
   
   
2. It’s a core driver of ARPDAU
   IMPDAU is one of the key levers alongside eCPM and fill rate — that determines your Average Revenue Per Daily Active User. Optimizing it intelligently can boost overall monetization.
   
   
3. It important for your ad format strategy
   Each format delivers a different number of impressions per session. Rewarded video has a naturally low IMPDAU but earns more per view. Banners flood sessions with impressions but pay less. Knowing your IMPDAU by format helps you shape a better monetization strategy.
   

‍How IMPDAU Relates to ARPDAU

To understand your ARPDAU, you need to understand your IMPDAU. The basic relationship looks like this:

ARPDAU = (IMPDAU × eCPM) ÷ 1000

This equation shows how increasing impressions per user can raise revenue  but only to a point. If users start churning because of too many ads, ARPDAU may actually drop.

Therefore, balancing IMPDAU and ad format choice is a central part of optimizing monetization sustainably.

Let’s Break That Down with an Example

Imagine two similar apps:‍

- App A shows 3 rewarded videos per user/day at a $10 eCPM‍

- App B shows 12 banners per user/day at a $1.5 eCPM

App A:‍

- IMPDAU = 3

- ARPDAU = (3 × $10) ÷ 1000 = $0.03

App B:‍

- IMPDAU = 12

- ARPDAU = (12 × $1.5) ÷ 1000 = $0.018

So while App B serves more impressions, App A earns more per user due to format and pricing differences. This shows why simply increasing IMPDAU isn’t always the best path to higher ARPDAU  format matters too.

These numbers vary widely by region, app type, and user demographics but the key takeaway is that rewarded video can drive high ARPDAU with fewer impressions, while banner ads require volume.

IMPDAU & User Acquisition Strategy

Now let’s connect it to User Acquisition (UA).

When running UA campaigns, you often ask: How much can I afford to spend on acquiring a new user?

To answer that, you need a good estimate of your Lifetime Value (LTV) - and a key component of that is the ARPDAU.

Knowing your IMPDAU helps you:

- Predict how much revenue each user will generate over time

- Decide what ad formats drive the best balance of monetization and retention

- Inform your cost-per-install (CPI) bids with more confidence

 If you know your ARPDAU, you can estimate LTV. And if you know LTV, you can set your UA budget wisely.

Publisher Tips: How to Analyze and Improve Your IMPDAU

1. Track by Format
   Separate IMPDAU stats for rewarded, interstitials, and banners. This helps identify format-level issues and opportunities.
   
   
2. Segment by User Cohorts
   Don’t average it out across everyone. Look at IMPDAU for new users, loyal users, and whales separately.
   
   
3. Test Frequency Settings
   Use A/B tests to adjust the number of impressions per session and measure effects on retention and ARPDAU.
   
   
4. Monitor UX Feedback
   Keep an eye on reviews mentioning ads. A spike in ad complaints may suggest IMPDAU is too high.
   
   
5. Let Prado Help
   Prado’s SDK and analytics tools allow you to dynamically control ad formats, cap frequencies, and monitor user impact - all while accessing premium brand demand.
   

Final Thoughts: It's Not About Maxing Out IMPDAU - It’s About Smart Balance

IMPDAU is a crucial but often overlooked metric. It bridges ad monetization and user experience, and it feeds directly into your ARPDAU - a metric at the heart of both revenue generation and UA planning. At Prado, we help publishers find the right balance between revenue and retention. By understanding and optimizing IMPDAU, you’ll unlock smarter monetization strategies and build more sustainable app businesses.