Understanding the eligibility criteria for ROAS and retention campaigns is crucial when planning your Unity Ads strategy. Whether you’re passing data through a Unity SDK or an MMP, specific requirements must be met to optimize your campaigns for success. Let’s explore these criteria in detail to ensure your ad campaigns are effective and cost-efficient.
Eligibility Criteria for ROAS and Retention Campaigns
If you’re planning to run ROAS or retention campaign goals on Unity Ads (can start with install campaigns right away), it’s important to understand the eligibility criteria. This will help ensure that your campaigns are optimized for success and that you’re getting the most out of your ad spend.
There are specific requirements that you need to comply with, depending on whether you’re passing data through a Unity SDK or through your MMP (Mobile Measurement Partner). Let’s take a closer look at these requirements.
-> Pass data through a Unity SDK
To run retention campaigns in a specific geo, you need to have a minimum of 10 retained users in that geo over the 30-day cohorts.
It’s important to note that this is counted over all installs, not just Unity-attributed installs. Only users making in-app purchases (IAPs) through the platform provider’s store are considered paying users.
For IAP ROAS campaigns in a specific geo, you need to have a minimum of 10 paying users in that geo over the 30-day cohorts. Similar to retention campaigns, this is counted over all installs, not just Unity-attributed installs.
-> Pass data via MMP postbacks
If you’re passing data via MMP postbacks, the requirements are slightly different.
To run retention campaigns in a specific geo, you need to have a minimum of 100 Unity-attributed installs in that geo over the 30-day cohort. Additionally, the D7 retention rate over the 30-day cohort needs to be at least 1%.
For IAP ROAS campaigns in a specific geo, you need to have a minimum of 10 paying users in that geo over the 30-day cohort. This is counted over Unity-attributed installs.
For ad revenue ROAS campaigns in a specific geo, you need to have a minimum of 200 Unity-attributed installs in that geo over the fully-matured D7 cohort. The cohort must also have generated some ad revenue passed to Unity via the MMP, but it can include users who have not generated ad revenue.
By familiarizing yourself with the eligibility criteria for ROAS and retention campaigns on Unity Ads, you can make informed decisions and maximize the performance of your campaigns. Whether you’re passing data through a Unity SDK or an MMP, meeting the minimum requirements for retained users, paying users, and Unity-attributed installs is essential. By aligning your campaigns with these criteria, you can achieve successful and cost-effective results with Unity Ads.
