What is IPM?
IPM (Installs Per Mille) is a proprietary metric calculated by Asapty algorithms. It represents the number of installs per thousand ad impressions.
IPM is derived from two crucial performance metrics:
TTR (Tap-Through Rate): The total number of taps received by an ad
CR (Conversion Rate): The total number of installs resulting from your ad divided by the total number of taps
In Asapty, we calculate IPM using the following formula:
IPM = 1000 * (installs/impressions)
Asapty provides IPM data at every account level: campaign, ad group, keyword, and search term.
How to find your IPM metric in Asapty
Navigate to the Optimization section and scroll right to view IPM for each of your campaigns. For a detailed breakdown: tap on a specific campaign, then switch between tabs to see IPM at different account levels (ad group, keyword, search term).
For easier viewing, you can reposition the IPM column using the Edit column feature, allowing you to customize your dashboard layout.
How to use IPM metric?
IPM is a key metric for evaluating your Apple Search Ads account performance. This metric helps you understand if the keyword or search term that you are getting paid impressions for, is relevant for your app or not. This crucial metric determines your app's bid in Apple Search Ads auctions.
IPM benchmarks vary by keyword type:
Competitor's brand name: 10 to 50
Generic keywords: 100 to 250
Your brand: 200+
On your dashboard, high-IPM keywords shine in green, medium ones - in yellow, and irrelevant - in red. By simply looking at the color of your keyword, you can quickly indicate top performers and slackers and make data-driven decisions on optimizing your campaigns and boost visibility in relevant searches.
Understanding and addressing low IPM in your campaigns
Broad Match and Search Match settings issues
These settings may add some irrelevant Search Terms to your campaign. In this case, check the campaign's Search Term level report. We recommend using Search Match only in Discovery campaigns, not in main performance campaigns.
Issues with Exact Match keywords
If Search Term report shows only relevant terms, low IPM might indicate:
Your app screenshots don't align well with the search term.
Consider using Custom Product Pages (CPP) to improve relevance and boost IPM.
Potential bot traffic
Some app marketers use incentives or bots to boost organic rankings for certain keywords. It can trigger impressions for your Apple Search Ads campaign without resulting in installs, as you can see in the screenshot below. As a solution, we recommend considering targeting different keywords or countries with less bot activity.
For more advanced Asapty's proprietary techniques of using IPM and CPP for improving ad relevancy, consult Asapty Agency. Book a call with us to learn more.