Free tool
CPI, IPM and ROAS calculator for app and game ads
Type what your ad account reports. Every rate is worked out as you type, in your browser. Leave a box empty and the rates that need it stay blank.
Run it backwards
What IPM does a target CPI need?
CPM / target CPI
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CPI = CPM / IPM, so at the same price per thousand impressions the only way to a lower CPI is an ad more people install from. That is a creative problem before it is a bidding one. More in our taxonomy of hooks and how we run user acquisition.
Questions people ask
How do I calculate CPI?
Divide ad spend by installs. 5,000 spent for 2,500 installs is a CPI of 2. It is the same as CPM divided by IPM, which is why a better-converting ad lowers CPI even when the price of impressions does not move.
How do I calculate IPM?
Multiply installs by 1,000 and divide by impressions. 3,000 installs from 1,000,000 impressions is an IPM of 3.
How do I calculate ROAS?
Divide the revenue the ads brought in by what they cost, over the same window. 6,500 of revenue from 5,000 of spend is a ROAS of 130%, or 1.3x. Use your MMP's or store's attributed revenue, not a guess.
How do I calculate hook rate?
Divide 3-second video plays by impressions and multiply by 100. There is no official definition, so say which cut you use (TikTok reports 2-second views, for example).
What IPM do I need to hit a target CPI?
IPM needed = CPM / target CPI. At a CPM of 10, a CPI of 2 needs an IPM of 5. Use the second calculator on this page.
Is my data sent anywhere?
No. Everything is worked out in your browser. Nothing you type leaves the page.
Definitions and sources for every metric are in the Flixr glossary. Looking for creators instead? Try the UGC creator search.