Calculate your Installs Per Mille and measure ad-to-install efficiency
Installs Per Mille (IPM) measures how many app installs you get per 1,000 ad impressions. It's a crucial metric for understanding your ad creative effectiveness and campaign efficiency.
Formula: IPM = (Installs ÷ Impressions) × 1,000
IPM combines CTR and conversion rate into a single metric. A higher IPM means your ads are both attention-grabbing and convincing users to install. It helps you compare creative performance across different ad formats and networks.