Installs Per Mille

IPM is the number of times your app or game is installed per thousand ad impressions. IPM can be impacted by a multitude of variables including creatives, targeting strategy, supply source, and app store optimization.

Why is IPM important?

IPM is a great way to understand how your user acquisition strategies are performing and whether or not they can scale for a specific app and at what price point.

Having a strong IPM can impact the waterfall ad bidding process, improving the rank of your ad campaign. This, in turn, will get you more traffic and impressions, increasing the number of installs.

How to calculate IPM

Number of installs * 1000 / number of impressions

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