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


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