IPM markering & advertising

IPM metric: Installs per mille

IPM stands for Installs per Mille. It is a metric that is used to track the number of app installs per thousand ad impressions. It is often used as part of a mobile advertising or user acquisition strategy which aims to buy new users for an app. Improved IPM has the added benefit of boosting eCPM, and ultimately the rank of the advertising campaign in advertising networks waterfalls. This in turn results in higher volumes of ad impressions and installs.

There are many ways to increase IPM, such as creative optimization, app store optimization, utilizing supression lists, fighting ad fraud, and more. Learn more here.

IPM formula

IPM is calculated by multiplying the number of campaign installs by 1000, and then dividing that number by the number of impressions i.e. for every thousand ad impressions, how many installs did you have.