DPM (downloads per mille)
Downloads per mille tells you how many downloads every thousand impressions of your ad produced. It rolls the two steps between being seen and being downloaded into one number.
Updated
Most Apple Ads metrics look at one step of the funnel. TTR measures how often an impression becomes a tap; download rate measures how often a tap becomes a download. DPM skips the middle and asks the question both of them serve: out of every thousand times the ad was shown, how many downloads did you get?
How DPM is calculated
Adapty Ads Manager reports DPM (Total) for any campaign, ad group or keyword as total downloads divided by impressions, times 1,000, and 0 when there are no impressions.
Why DPM combines TTR and download rate
Impressions become taps at the TTR, and taps become downloads at the download rate. Multiply the two and you get downloads per impression; scale it to a thousand and you have DPM.
This is what makes DPM useful. A change that raises TTR but lowers download rate, such as an eye-catching ad that attracts the wrong users, can leave DPM flat or push it down. Looking at DPM stops you celebrating a gain at one step that was paid for at the next.
How Custom Product Pages changed DPM
Adapty’s Apple Ads for subscription apps 2026 report, covering 8,000+ apps and 1,000,000+ ad groups in 2025 campaigns, compared ad groups with and without Custom Product Pages. Because a matched page lifted both TTR and download rate, the combined effect on downloads per thousand impressions was larger than either alone.
| Variant | Downloads per 1,000 impressions |
|---|---|
| Without Custom Product Page | 62.1 |
| With Custom Product Page | 76.3 |
| Relative lift | +22.9% |
Source: Adapty, Apple Ads for subscription apps 2026, aggregated at ad-group level; per-row app counts are not published. This is a measured effect in the study population, not a guaranteed result for any one app.
How to use DPM
- Compare creative. When you test a Custom Product Page or new screenshots on the same keywords, DPM shows the net effect on downloads, not just on taps.
- Compare keywords with similar intent. Two keywords with the same impressions but different DPM differ in how well your ad and page fit the searcher.
- Read it with cost. DPM is a volume metric and ignores price. CPM and CPA tell you what those downloads cost.
Related metrics
TTR and download rate are the two components of DPM. CPM puts a price on the same thousand impressions, and dividing CPM by DPM gives you the cost per download, the same idea as Total CPA.