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This tool is in beta. Data comes directly from Mdundo's APIs — if something looks wrong or unclear, let us know.

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Methodology & assumptions
Ad plays vs. ad downloads
The Mdundo ad platform counts an ad download each time a song with an attached promo is downloaded. Once the song is on a user's device, it continues to be played — on average 40 times over its lifetime. This means one ad download results in approximately 40 ad plays (listens). The official rate card price is $0.02 per ad download. The effective Cost Per Listen (CPL) is therefore $0.0005 — or $0.02 ÷ 40. All reach, play, and ROI figures in this dashboard use ad plays as the primary unit unless otherwise stated.
Unique reach calculation
Each visit to Mdundo results in an average of 2.1 downloads. To calculate unique users reached from ad plays: divide total ad plays by 2.1 downloads/visit × 40 plays/download. Example: 100,000 ad downloads × 40 plays ÷ 2.1 = approximately 1.9M ad plays reaching ~1.9M unique listening moments, attributable to roughly 48,000 unique visitors. Unique reach figures throughout this dashboard are calculated using this methodology.
Mdundo Brand Intelligence · For internal and client use · Data from Mdundo survey database and ad platform API status