Engagement event data
Engagement event data measures whether your ads generate installs. Integrated partners, or Mobile Measure Parenters (MMPs), pass data from these events using postback URLs called attribution links. You need to integrate an attribution link for each app you advertise with Unity.
Attribution links can pass data for the following types of engagement events to measure user interactions with your ad campaign:
Engagement data types
Attribution links pass data about how users engage with your ads and install your advertised app. Refer to the following sections for an explanation of each attribution type.
Starts
Starts, also known as impressions, indicate that users started viewing your ad, regardless of completion. Start links execute when your ad begins to play. Collecting impression data is helpful when comparing multiple ad campaigns to see which ads users start compared to which ads users complete.
Start links are recommended for all campaigns, but required for campaigns that use AppsFlyer as your integrated partner. The recommended best practice is to include a Start link for all campaigns because collecting impression data enables you to better compare campaigns. Start links also improve attribution performance because Unity can attribute installs to starts using view-through attribution (VTA).
Completed views
Completed views, unlike Starts, indicate that users watched your full ad to completion. Completed View links execute when users finish watching your ad to completion. Completed view links are optional, but can enrich your campaign data if you include them.
The User Acquisition dashboard doesn’t display the Completed view field during campaign setup by default because not all MMPs support Completed view events. If your preferred partner supports Completed view links, you can access the field using the Add completed view URL toggle in the attribution link setup.
Clicks
Clicks indicate that a user clicked the call-to-action button in your ad, and the link executes when a user clicks the call-to-action button. User Acquisition campaigns require Click links to run Install campaigns.