Glossary

IPM

Installs per mille: attributed installs per one thousand impressions under the reporting system in use.

Formula

IPM = attributed installs ÷ impressions × 1,000. In a synthetic example, 1,000 installs from 200,000 impressions equals IPM 5.

Interpretation

IPM combines the path from impression to attributed install. It still depends on delivery, attribution, and store behavior and does not describe retention or revenue.

Read IPM alongside CPI, retention, and ROAS.