Common reasons for low match rate

Your apps may experience less demand from Google while we evaluate your traffic quality. This can occur for up to one week after a new app or ad unit is created.

If you still have low match rate after one week, use the following guide to understand common reasons for low match rate.

This article discusses the reasons why your apps may experience lower demand from Google AdMob and provides a comprehensive troubleshooting guide to help you resolve the issue.

On this page

• Account changes
• Ad serving changes
• Usage changes

 Account changes

What to check	What you can do
Have you verified your implementation?	Review the set up issues guide.
Have you made changes to your account recently?	Review the changes to your account to determine if they may be contributing to low match rate.
Have you updated your blocking controls recently?	Review your blocking controls. Blocking any ad lowers your match rate, as it reduces competition for your ad space by removing advertiser bids from the auction.
Have you changed your maximum ad content rating?	Check your maximum ad content rating. Adjusting the size of your audience can affect your revenue.
Have you adjusted your floor settings?	Consider lowering any eCPM floor settings to your ad units. A high floor can lead to a limited match rate.

Ad serving changes

What to check	What you can do
Do you have a policy enforcement?	Check the Policy center in your AdMob account for details about the enforcements and how to fix them.
Is your app for children?	Understand that apps used by younger audiences and families can have lower match rate due to smaller age appropriate advertiser demand and restrictions imposed by laws and regulations like the Children's Online Privacy Protection Act (COPPA).
Is your app affected by any of Google’s Trust & Safety initiatives?	Review Google's Trust & Safety initiatives to determine if your app may be affected.

Usage changes

What to check	What you can do
Is your app crashing?	Check for crashes and application not responding (ANR) errors for your apps (Android, iOS).
Have you checked your reports for patterns in key metrics?	Use your reports to monitor key metrics and historical patterns. For example, review the daily active users metric to understand if less users are accessing your app. Or expand date ranges in your reports to determine if there’s historically been a drop or spike in metrics at this time of year.
Have your users had a regional holiday?	Holidays can affect traffic, which can affect your earnings. Learn more about how to prepare your app for seasonality.