What is Installs Per Mille, or IPM?
Installs Per Mille (IPM) is simply the number of times your 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 game and at which 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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