Glossary
What is Installs Per Mille (IPM) ?
IPM measures the number of app installs generated per 1,000 ad impressions, combining click-through and conversion efficiency into a single creative performance metric.
Overview
Installs Per Mille (IPM): Definition & Meaning | Segwise Glossary
A concise mobile marketing definition for teams working across creative analytics, paid acquisition, and performance reporting.
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Overview
IPM measures the number of app installs generated per 1,000 ad impressions, combining click-through and conversion efficiency into a single creative performance metric.
Installs Per Mille (IPM) : Full Definition Installs per mille (IPM) collapses the full acquisition funnel, impression to click to install, into one number.
Unlike CTR (which only measures clicks) or CVR (which only measures post-click conversion), IPM captures the combined efficiency of creative persuasiveness and post-click experience.
IPM is particularly popular in mobile gaming and app advertising because it directly connects creative performance to acquisition output.
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Move past vanity metrics by seeing which elements are associated with revenue, retention, CPA, and downstream quality.