IPM (Installs Per Mille)

Installs per mille (IPM) is the number of installs generated per thousand impressions. It measures how well a creative and placement turn attention into installs, independent of price.

IPM is the go-to metric for creative testing: when comparing concepts, the one with higher IPM in the same placements is usually the stronger performer. Because eCPI equals eCPM divided by IPM (scaled per thousand), improving IPM directly lowers acquisition cost at a given impression price. Formats such as playables and rewarded video often show higher IPM, but quality should still be checked through post-install metrics.

Because IPM depends heavily on placement, compare creatives within the same placements and markets; a creative that looks strong overall may simply have run in higher-converting slots. Controlled tests remove that bias and give a clearer read on which concept truly wins.