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) 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. A creative with high CTR but low post-click CVR will have a low IPM. A creative with modest CTR but a highly optimized app store page or landing page will punch above its weight in IPM.
Platforms like Unity, ironSource, and Mintegral commonly report IPM as the primary creative ranking metric because it normalizes performance across different audience sizes and bid strategies.
IPM is the single most actionable metric for ranking creative performance in mobile app UA. It tells you which specific creatives are most efficient at converting impressions into installs, enabling creative teams to double down on winners and cut losers quickly. A creative with 2x the IPM of another at the same CPM delivers 2x the install volume for the same budget.
Example
“A hyper-casual game tests three video creatives: Creative A achieves IPM of 8.2, Creative B 14.5, and Creative C 6.1. The team scales Creative B's budget 3x while sunsetting Creative C.”
Segwise Feature
Track IPM across networks with Segwise
Click-through rate (CTR) is the percentage of ad impressions that result in a click, measuring how effectively your creative drives intent to act.
Learn moreMobile User AcquisitionCPI is the average amount spent in advertising to generate one app install. It's the most common efficiency metric in mobile user acquisition.
Learn moreMobile User AcquisitionROAS measures revenue generated for every dollar spent on advertising, serving as the primary efficiency metric for paid user acquisition.
Learn moreCreative PerformanceCreative testing is the structured process of running controlled experiments on ad creatives to identify which concepts, formats, and elements drive the best performance.
Learn moreConnect your ad networks and MMP in 5 minutes. AI tags every creative automatically.
Start Free Trial