# Installs per mille (IPM)

The number of measured app installs per thousand ad impressions.

The number of measured app installs per thousand ad impressions.

## An example

If 10,000 impressions lead to 50 attributed installs, IPM is 5.

## Why it matters

Define impressions and attributed installs consistently. IPM measures volume efficiency, not user value.


## Related terms
- [Active user](https://jolts.xyz/resources/glossary/active-user)
- [Cohort](https://jolts.xyz/resources/glossary/cohort)
- [Lifetime value (LTV)](https://jolts.xyz/resources/glossary/lifetime-value)
- [Retention rate](https://jolts.xyz/resources/glossary/retention-rate)

## Next step

[Explore advertising](https://jolts.xyz/advertisers) or [monetize your AI app](https://jolts.xyz/publishers).