What is the meaning of IPM (Installs per Mille) metric?
IPM stands for Installs per Mille
IPM is a metric used to measure the number of app installs per thousand ad impressions. It is commonly used in mobile advertising and user acquisition strategies to acquire new users for an app. Increasing IPM can also lead to a higher eCPM and improve the rank of an advertising campaign in advertising networks waterfalls, resulting in more ad impressions and installs.
There are various methods to increase IPM, such as optimizing creatives, improving app store optimization, utilizing suppression lists, combating ad fraud, and more.
Why is IPM (Installs per Mille) important?
IPM is a crucial metric in mobile app marketing as it measures the number of app installs per thousand impressions or interactions. It provides valuable insights into the effectiveness of app marketing campaigns and user acquisition efforts. Here's why IPM is important:
Performance Measurement: IPM helps assess the performance of marketing campaigns by indicating the number of users who install the app after being exposed to promotional efforts. Tracking IPM allows app marketers to evaluate the success of different marketing channels and campaigns, enabling data-driven decision-making for optimization.
User Acquisition Efficiency: IPM serves as an indicator of user acquisition efficiency. A higher IPM indicates a higher percentage of users who install the app after encountering marketing efforts. This metric helps identify the most effective channels and strategies for acquiring new users, improving resource allocation and ROI for user acquisition campaigns.
Benchmarking and Comparison: IPM enables benchmarking and comparison of app performance against industry standards or competitors. By monitoring IPM trends and comparing them with industry averages, developers can identify areas of improvement and stay competitive in the app market.
Campaign Optimization: IPM provides actionable insights for optimizing marketing campaigns. Low IPM suggests ineffective app marketing efforts in driving installations. Marketers can analyze factors influencing low IPM, such as creative quality, targeting, messaging, or the user experience during installation, and make optimizations to improve IPM and increase the app's installation rate.
ROI Calculation: IPM determines the ROI of marketing campaigns by measuring the number of installs generated per impression or interaction. By comparing the cost of marketing efforts with the resulting number of installs, marketers can strategically allocate budgets and evaluate the cost-effectiveness of user acquisition campaigns.
In summary, IPM is an important metric for evaluating the performance, efficiency, benchmarking, optimization, and ROI of app marketing campaigns. It empowers app developers and marketers to make data-driven decisions, enhance user acquisition efforts, and drive app success in a competitive market.
What is the formula for calculating IPM?
IPM is calculated by multiplying the number of campaign installs by 1000 and then dividing that number by the number of impressions, representing the number of installs per thousand ad impressions.