{"id":272,"count":0,"description":"","link":"https:\/\/tenjin.com\/tr\/glossary\/installs-per-mille-ipm\/","name":"Installs per Mille","slug":"installs-per-mille-ipm","taxonomy":"glossaries","parent":0,"meta":{"status":["1"],"order":["0"],"glossary_term_description":["
\r\n\r\nDefinition:<\/b>\r\n\r\nInstalls per mille, or IPM, is a mobile marketing metric that shows how many app installs are generated for every 1,000 ad impressions. It helps marketers evaluate how efficiently an ad, creative, or campaign turns exposure into installs.\u2028<\/span>\r\n\r\n<\/div>\r\n \r\n

What are Installs per Mille?<\/span><\/h2>\r\nInstalls per mille measures the number of installs generated from 1,000 advertising impressions. <\/span>The word <\/span>mille<\/b> means one thousand, which is why the metric is commonly abbreviated as IPM.<\/span>IPM combines two stages of the mobile acquisition funnel:<\/span>\r\n
Ad impression \u2192 Install\r\n\r\n<\/pre>\r\n \r\n\r\nThis makes it a useful high-level measure of how efficient an advertising campaign is at converting exposure into installs. <\/span>A high IPM indicates the combination of creative, targeting, placement, store listing, and user intent is working well. A low IPM means fewer installs are being generated from the same number of impressions. <\/span>However, remember that IPM does not tell you whether those installs are profitable.<\/span>\r\n\r\nA campaign can produce a very high IPM while acquiring users who never subscribe, make purchases, retain, or generate meaningful LTV. <\/span>This makes IPM useful when compared alongside downstream attribution and revenue metrics.<\/span>\r\n
How Do You Calculate <\/span>Installs per Mille (IPM)?<\/span><\/h2>\r\nThe formula is simple:<\/span>\r\n
IPM = Installs \u00f7 Impressions \u00d7 1,000<\/pre>\r\n \r\n\r\nIf a campaign generates <\/span>500,000 impression and <\/span>5,000 installs the the calculation would be:<\/span>\r\n\r\n \r\n
5,000 \u00f7 500,000 \u00d7 1,000 = 10 IPM<\/pre>\r\n \r\n\r\nThe outcome is 10 installs for every 1,000 impressions. <\/span>Another campaign generates 500,000 impressions but only 2,500 installs.<\/span>\r\n\r\n \r\n
2,500 \u00f7 500,000 \u00d7 1,000 = 5 IPM<\/pre>\r\n \r\n\r\nIn this example, the first campaign generates installs at twice the rate per 1,000 impressions or IPM.<\/span>\r\n
Why Is IPM Important in Mobile User Acquisition?<\/span><\/h2>\r\nIPM gives marketers a fast way to evaluate the efficiency of the top of the acquisition funnel. <\/span>It's particularly useful for comparing:<\/span>\r\n