IR

What is IR?

Install rate

Install Rate (IR) measures the percentage of ad clicks that convert to app installations, providing marketers with insights into advertisement effectiveness and user acquisition efficiency.

How is Install Rate (IR) calculated?

This key performance metric is calculated using the formula: IR = (total measured installs / total measured clicks) × 100, delivering a percentage that quantifies campaign conversion success.

Why is it useful to monitor the Install Rate (IR)?

Developers rely on Install Rate data to evaluate marketing strategies, optimize ad creatives, and identify the most effective channels for user acquisition. When analyzed alongside other metrics like retention and average revenue per user (ARPU), IR helps create a comprehensive picture of marketing efficiency.

Platform-specific factors can significantly impact IR, such as differences between app stores, regional variations, and the technical implementation of attribution tracking systems.

Monitoring IR trends over time allows developers to refine targeting parameters and maximize return on advertising spend.