Installs Per Mille (IPM)

What are Installs Per Mille (IPM)? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.

What are Installs Per Mille (IPM)

Installs Per Mille, often abbreviated to IPM, is an important metric that represents the number of times an app is installed per 1,000 ad impressions (views).

Your IPM can be impacted by a variety of things, including the creatives used in your ads, your targeting strategy, and your company’s commitment to app store optimization (ASO).

How to Calculate Installs Per Mille

To calculate IPM for your ad campaigns, use the following formula:

IPM = (Number of Installs x 1,000) / Number of Impressions

How about an example? Let’s pretend your latest ad campaign is viewed 10,000 times and results in 1,023 installs. In this scenario, your IPM would be 102.3.

Importance of Installs Per Mille

Installs Per Mille is an important app marketing metric because it helps app developers understand if their user acquisition efforts are working or not. With this information in hand, said developers can adjust their strategies to increase their user bases.

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