CTR, CTI, and IPM: Optimizing the path to install conversion

Over the previous few years, a lot has been mentioned concerning the post-install journey — entrepreneurs have to measure this information, then connect with a person’s pre-install conduct to optimize their future advertising efforts. Emphasizing person “worth” over “quantity,” is mission-critical for advertising profitability.


Table of Content

Along with post-install analytics, you will need to carefully monitor pre-install information (to not be confused with pre-installed apps), which provides key insights that inform artistic optimization, ASO, focusing on, and bid administration. (take a look at this record of 16 KPIs gaming app entrepreneurs ought to measure).

Pre-install metrics assist entrepreneurs to:

  • Measure the worth of advert creatives and their capacity to drive customers to carry out a desired motion (e.g. click on, set up, registration,buy). To enhance these metrics, entrepreneurs have to optimize the creatives (design and duplicate), a/b take a look at advert placements, enhance focusing on, and so forth.
  • Know the standard of media sources they work with by evaluating their provide selection, scale, world attain, and enterprise logic (machine studying complexity that determines the place, when and to whom your advert can be proven). This may permit campaigns to achieve optimum pre-install metrics beneath their given limitations (budgets, frequency caps, focusing on, and so forth).


This submit will cowl the significance of pre-install metrics, and supply data-driven traits and benchmarks per style.

What are conversion charges and why are they necessary

Pre-install conversion charges are used to trace the quantity of customers that make it via your conversion funnel to put in. They provide key insights on artistic optimization, App retailer optimization (ASO), focusing on, and bid administration.

Whereas an set up isn’t thought of the actual “finish sport” of selling efforts, it’s nonetheless an necessary milestone, as customers should bodily obtain the app to their cellphone and make investments consideration and/or assets into it.

A pre-install conversion charge could be the variety of installs divided by both the variety of whole advert clicks or advert views, relying on what you’re attempting to measure. These metrics are click on to put in charge (CTI) and impression to put in charge (IPM), respectively.

Up to now, when granular information was much less accessible, cell entrepreneurs relied extra closely on pre-install conversion charges, attempting to achieve excessive engagement and select the companions that may assist them quickly develop whereas sustaining prime quality.

Right this moment, pre and post-install metrics are each an integral a part of each person acquisition technique.

Pre-install metrics defined


Let’s discover every metric:

Click on-through charge (CTR)

Formulation Variety of clicks / variety of advert views
Informs Inventive optimization
Rationalization Greater within the funnel, CTR straight displays the effectiveness of a artistic in a marketing campaign, however has restricted worth in informing different general advertising objectives.

Click on to put in (CTI)

Formulation Variety of installs / variety of advert clicks
Informs Inventive and app retailer optimization; focusing on; and/or tech implementation (for instance, your MMP, inside ID matching tech, and time between the sport loading and the attribution supplier firing an set up occasion to the API) that may have an effect on loading and downloading instances
Rationalization Measuring the direct conversion between the 2 strongest touchpoints on a pre-install person journey, CTI is each socially and technically important, as decrease charges may imply much less related audiences, ineffective creatives, or gradual loading time earlier than an set up is full.

Installs per mille (IPM – Set up per 1,000 impressions)

Formulation Variety of installs / 1,000 impressions
Informs Inventive optimization; decreasing CPIs; boosting set up volumes; and/or efficient waterfall bidding and administration
Rationalization IPM exhibits the total image of the person journey when focusing on new customers. A excessive IPM additionally straight impacts the waterfall advert bidding course of, transferring the rank of a given advert marketing campaign in the direction of the highest because of the excessive efficiency of a artistic, advert, and marketing campaign in producing installs. In flip, the advert receives extra site visitors and a better quantity of impressions, additional boosting set up charge.

Gaming style traits

The great information set used on this analysis covers 517 billion advert impressions, 58 billion clicks, and a pair of.7 billion installs of 4,500 apps up to now 1.5 years. It included prime media sources utilized by Gaming app entrepreneurs, whose stock is usually comprised of video placements (rewarded and interstitials). The info set doesn’t embody Fb and Google stock.

The truth that video covers many of the information explains why the typical CTR values are considerably increased than in instances the place show (commonplace static banners) is extra dominant.

Superior know-how and fixed coaching of machine studying algorithms drive efficiency, delivering the best returns of marketing campaign investments. Some genres do it higher.

In keeping with our information, Midcore and Hyper Informal video games are the most well-liked genres, with the biggest scale and quickest development. It’s subsequently no shock that these genres are main all three metrics within the graph above.

In keeping with our information, there was a 50% uplift in CTI amongst Social On line casino and Informal video games between Q1 2020 and Q2 2021, whereas different genres skilled uplift charges of as much as 30%.

Hardcore video games are very talked-about amongst particular sorts of gamers, making it more durable to drive scale via UA due to a smaller pool of potential gamers. Nonetheless, they’re nonetheless rising yearly (Q2 vs Q2) in CTR (+8%), CTI (+8%), and IPM (+21%).

Regional traits

In our State of Gaming report we’ve proven the vertical’s important development throughout the globe. Clearly, cell video games are partaking extra customers and extra customers in each nation, rising its attain in several areas with completely different cultures.

As we are able to see within the chart above, there was a big improve in regional pre-install metrics. Rising above is Latin America, the place the YoY (Q2 vs Q2) improve throughout CVR (+12%), CTI (+15%), and IPM (+20%).

The truth that pre-install efficiency is on the rise throughout each area worldwide displays progress in artistic optimization, and the flexibility to match creatives to a number of cultures. In consequence, advertisements are extra related to the end-users wherever they’re.


The next tables embody pre-install metrics, exhibiting the typical per app, market, and gaming style throughout H1 2021.

As well as, we added the percentile 90 worth to indicate the efficiency of the highest 10% of apps (per the KPI measured) — an effective way to place a quantity by a purpose in your sport’s style:


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