Benchmark drop: IPM, the metric that tells you if your creative is working OR just spending
The 2026 IPM data is in. Your creative efficiency has a number. 420#
Hey Friends, greetings from Bangalore 💗
The 2026 IPM data is in. Your creative efficiency has a number. CPI tells you what you paid. IPM tells you why.
I’ve killed more hypercasual games and creatives than I can count. The pattern is always the same:
→ Low IPM + high CPI = your creative isn’t converting. Fix the ad.
→ High IPM + high CPI = the market is competitive. Fix your targeting or geo mix.
→ High IPM + low CPI = you found the arbitrage. Scale.
Breakdown of IPM per genre
Two things to act on:
If you’re in a low-IPM genre, your creative has to work significantly harder just to hit baseline. Budget accordingly.
APAC trails at 8.0, creative fatigue or format mismatch. Worth auditing if you’re scaling there.
Last month, I dropped CPI benchmarks. This week: the efficiency side of the equation. → https://businessofgames.icartic.com/p/benchmark-drop-cpi-rates
Which metric drives your 2026 UA strategy?
tCARe, CARtic P
/iCartic.com