Install Per Mille (IPM)
Install per mille (IPM) is the metric that reveals how many times a mobile app is installed per thousand ad impressions. Improving IPM helps mobile advertisers to optimize mobile advertising and user acquisition campaigns.
As it consists of installs and impressions, IPM performance is affected by plenty of elements including the quality of targeting and creatives, how well the app store pages optimized, and the quality of ad networks.
If install per mille is improved, it also helps advertisers to boost eCPM (effective cost per mille). In order to increase IPM, app advertisers need to make optimizations on app store pages and ad creatives, to analyze current user base deeply, and to track ad networks closely to understand if there is a mobile ad fraud attempt.
IPM= (Number of Installs x 1000) / Number of Impressions
Get Featured On Mobile Marketing Reads!
We help companies in the mobile marketing ecosystem to reach a qualified, engaged audience for branding, thought leadership,and lead-generation.
LATEST MOBILE MARKETING NEWS
-
in News, Trends & ReportsApple says it blocked $2.2B in fraud on the App Store in 2025, rejected more than 2 million app submissions
Apple has released new figures detailing fraud prevention activity across the App Store ecosystem, reporting that it blocked more than $2.2 billion in potentially fraudulent transactions during 2025 while increasing enforcement efforts across apps, developer accounts, payments, and user reviews. The update arrives ahead of the company’s annual developer conference and outlines how Apple handled […] More
-
in NewsApple reveals 2026 Apple Design Awards finalists
Apple has announced the finalists for the 2026 Apple Design Awards, highlighting apps and games across six categories: Delight and Fun, Inclusivity, Innovation, Interaction, Social Impact, and Visuals and Graphics. The annual awards program recognizes app and game experiences across Apple platforms, including iOS, iPadOS, macOS, watchOS, tvOS, and visionOS. This year’s selection reflects continued […] More
-
Google I/O 2026: Android introduces AI coding agents, cross-device tools, and Android 17 updates
Google introduced a wide range of Android announcements during Google I/O 2026, placing AI-assisted development, agent workflows, and cross-device experiences at the center of its latest platform strategy. The updates span developer tooling, generative AI integrations, adaptive interface frameworks, and operating system changes arriving with Android 17, while extending Android support further into laptops, XR […] More