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 & ReportsPersonalization gap widens as 80% of consumers demand more brand video, report finds
Brands are falling short of growing consumer expectations for personalized video, despite clear evidence that tailored content drives engagement and purchasing behavior, according to new data and supporting industry analysis. Findings from the 2026 State of Video Technology report indicate that 80% of consumers in the US and UK want more video content from brands, […] More
- in News
Meta removes legal ads seeking plaintiffs in social media harm cases
Meta has begun removing ads from Facebook and Instagram that were designed to recruit plaintiffs for ongoing litigation related to social media addiction, according to Axios and additional reporting. The removed ads were placed by U.S. law firms seeking individuals who claim they experienced harm from social media use during adolescence. Several of these campaigns […] More
- in News, Trends & Reports
Gaming M&A triples to $7.7B in Q1 2026 on mobile deal surge
Mergers and acquisitions in the global games industry totaled $7.7 billion in the first quarter of 2026, marking a sharp increase in dealmaking activity compared to previous quarters, according to a new report from Aream & Co. The total value spans 52 transactions and represents more than three times the $2.4 billion recorded in Q1 […] More
