Configure Audience Pinpointer campaigns#

Once you have created a retention or return on ad spend campaign goal, configure its details. Because Audience Pinpointer campaigns target users based on geolocations, you can configure these campaigns from the Countries and Bids section of the Campaign Details page.

To configure your retention or ROAS campaign goals, scroll to the Countries and Bids section for the selected campaign on the Campaign Details page. From here, you can view eligible countries to target campaign optimization.

Select Adjust to edit the parameters of each geographical area.

Configure retention campaigns#

From the Countries and Bids section, specify Base and Max CPI (cost-per-install) bids for each geo you want to target. The Base bid is the CPI you are willing to pay for the average user eligible for this campaign, and the Maxbid is the highest CPI you are willing to pay for a user who is likely to stay in your app.

Best practices for configuring retention campaigns#

• The bidding algorithm uses a base and maximum bid amount to dynamically set your bid for each user based on their predicted retention. While the CPI bid for an individual user may be higher or lower than the base CPI bid, it never exceeds the maximum bid.
• Note that the maximum (max) CPI bid is the intended upper limit for what you wish to pay for users depending on their expected retention in your app. It is a good practice to set the max bid at two to three times beyond the base bid.
• Allow at least a full week or two using the provided guidelines to let the data mature before adjusting the target up or down based on campaign performance.
• You can edit these values individually, or check multiple geos to execute bulk changes (increase or decrease by value, increase or decrease by percent, or set to a value).

About CPM campaigns#

While the max CPI (cost per install) bid is always respected for individual users, in rare cases it is possible that the average price you pay per install is higher than the max CPI bid. This can happen when you pay for each ad impression (CPM campaigns for iOS) but receive fewer installs than expected by the bidding algorithm. The most likely scenario where this could happen is for campaigns with very little traffic, so it is typically not a practical concern.

Configure return on ad spend campaigns#

For return on ad spend campaigns you are able to choose whether you are optimizing for in-app purchase ROAS, ad revenue ROAS (for Android via Adjust and AppsFlyer MMPs only), or both.

Your campaign target and maximum bid should reflect the optimization type you have chosen. You can view or adjust the optimization type by selecting the campaign from the Unity Ads User Acquisition dashboard apps page to open the Campaign Details page. Then, scroll down to the Campaign Details section to view the campaign optimization type as either in-app purchase or ad revenue.

To configure your return on ad spend campaigns, scroll to the Countries & Bids section for the selected campaign on the Campaign Details page to view eligible countries to target for return on ad spend. Select Adjust to edit the parameters of each geographical area.

Specify the D7 ROAS goal for each country you want to target. The ROAS goal is the preferred, realistic return on ad spend (%) for a new user after the optimization time interval in your app

You can edit these values individually, or check multiple geos to execute bulk changes (increase or decrease by value, increase or decrease by percent, or set to a value).

For CPI-billed (cost per install) campaigns, you only pay the CPI bid when an install occurs. For CPM-billed (cost per thousand impressions) campaigns, you pay an average spend per install, which is usually close to the average CPI bid.

With both billing types, reporting for the campaign stays the same. The report displays the average spend per install as CPI.

Set return on ad spend targets and max CPI#

To determine bid targets, look at the seven-day ROAS (return on ad spend) you have historically achieved with similar static CPI (cost per install) campaigns. The return on ad spend target should be similar to what you have observed so far.

If you set the target too high, unrealistic user criteria may limit scale and lead to reduced traffic. In general, the higher your ROAS target, the lower your bids, so setting extremely high ROAS targets yields very low bids that are unlikely to win many impressions.

Unity’s algorithm predicts seven-day retention and return on ad spend, so allow at least a full week or two using the provided guidelines to let the data mature before adjusting the target up or down based on campaign performance.

Adjust your ROAS campaign target according to which revenue you are optimizing for (IAP, ad revenue, or both).