IR refers to Install Rate, a metric that measures the effectiveness of advertising campaigns in driving app installations. IR is a key performance indicator (KPI) in UA campaigns since it provides direct insight into how well a campaign is achieving its goals.

IR represents the percentage of users who install an app after clicking on an ad for it. It helps user acquisition (UA) managers understand how well their ad is convincing users to take action and download their app. A higher IR is a good sign that the ad is successful in converting clicks into installs –  that it’s reaching the right audience and the creative is resonating. 

IR is calculated by dividing the number of app installs by the number of clicks on the ad, then multiplying by 100 to express it as a percentage.