Installs per Mille (IPM)

Installs per Mille (IPM) Definition

Installs per Mille (IPM) is the number of installs per thousand impressions, which is a key metric in mobile internet advertising and app promotion. "Mille" means "thousand" in Latin, so IPM reflects the number of app installations achieved when an ad is displayed one thousand times. This metric intuitively reflects the effectiveness of ad placement and helps advertisers and developers understand their ads' ability to attract users to download apps.

The importance of IPM

Advertising Effectiveness Evaluation

For advertisers, IPM is an important basis for evaluating the effectiveness of different advertising channels, ad materials and delivery strategies. By comparing the IPM values of different channels, advertisers can determine which channels are more effective in converting ad displays into app installations, thereby reasonably allocating advertising budgets and improving return on investment.

Optimize ad creatives

Developers can optimize their creatives based on IPM. If a creative has low IPM, it may not be able to attract users' attention or effectively convey the value of the app. Developers can modify the creative, such as adjusting images and copy, to improve IPM.

Market Trend Analysis

By analyzing the changing trends of IPM in different time periods and different application types, industry practitioners can understand the overall situation of the market and the changes in user needs.

Factors Affecting IPM

Advertising Creativity

Creative and attractive ad materials can better attract users' attention, thus improving IPM. For example, dynamic and interesting video ads are often more attractive to users than static picture ads.

Target Audience Positioning

Precise target audience positioning can ensure that ads are displayed to users who really have a need, improving the conversion rate of ads. If the target audience for ad placement does not match the target user group of the application, then even if the ad display volume is very high, IPM may be very low.

Application Quality

The quality of the app and user experience are important factors that affect IPM. If the app has functional defects, unfriendly interface, etc., even if the ad attracts users to download it, users may uninstall the app soon after installation, which will affect IPM.

Installs per Mille (IPM) is of great significance to advertisers, developers and industry practitioners. By making reasonable use of IPM indicators and promotion methods, the download volume and user volume of applications can be effectively increased, and the commercial value of applications can be realized. At the same time, it is necessary to continuously pay attention to various factors affecting IPM, continuously optimize advertising placement strategies and application quality, so as to adapt to market changes and user needs.