What is IPM?
Installs Per Mille (IPM) measures the number of app installations generated for every 1,000 ad impressions served. It's a key performance indicator that combines both CTR (Click-Through Rate) and CVR (Conversion Rate) into a single efficiency metric.
IPM is particularly valuable for comparing creative performance and understanding how well your ads convert from first impression to final install.
IPM Formula
IPM = (Installs ÷ Impressions) × 1,000
Why IPM Matters
IPM is critical for several reasons:
- Creative Optimization: Directly measures which ad variants drive the most installs
- Inventory Competitiveness: Higher IPM ads often get better placements and lower costs
- Full Funnel View: Captures performance from impression to install in one metric
- Budget Efficiency: Higher IPM means more installs for the same impression volume
IPM Benchmarks by Ad Format
| Ad Format | Average IPM | High Performer |
|---|---|---|
| Static Banner | 2 - 8 | 15+ |
| Interstitial | 10 - 25 | 40+ |
| Rewarded Video | 20 - 50 | 80+ |
| Playable Ad | 15 - 35 | 60+ |
| Native Ad | 5 - 15 | 25+ |
| Video (Non-Rewarded) | 8 - 20 | 35+ |
IPM vs CTR vs CVR
Understanding how these metrics relate:
- CTR (Click-Through Rate): Percentage of impressions that get clicked
- CVR (Conversion Rate): Percentage of clicks that convert to installs
- IPM: Combines both - installs per 1,000 impressions (CTR × CVR × 1,000)
Pro Tip: IPM Drives Ad Rank
Many ad networks use IPM as a factor in their auction algorithms. Creatives with higher IPM often win more impressions at lower CPIs because they're more valuable to publishers.
Improving Your IPM
- Test Video Formats: Video typically drives 2-3x higher IPM than static
- Use Playables: Interactive ads engage users and improve conversion
- Optimize First 3 Seconds: Capture attention immediately to boost CTR
- Match Ad to App: Show actual gameplay or features to attract quality users
- Iterate Weekly: Refresh creatives before performance fatigues