Introduction to app data

Learn about Mobile Measurement Partners and how they enable you to pass engagement and post-install event data to Unity to power your ad campaigns.

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Last updated a day ago

To run a Unity Ads User Acquisition campaign, you need data about how users engage with your ads and your app. A mobile measurement partner (MMP), also known as attribution partner, is a third-party platform that tracks this app data for advertisers. When you integrate with one of these partners, you can pass this app data to Unity. Refer to this article for information on how your User Acquisition campaigns use that data.

App data for User Acquisition campaigns

An app event is when users interact with your ads or with your app. User Acquisition campaigns use data from two types of these events: engagement events and post-install events. MMPs collect this event data for you, so when you integrate those partners with Unity, your preferred partner can pass the data on to Unity. By integrating your User Acquisition campaign with an MMP, you can use engagement data and post-install event data to inform your ad campaigns and strategy.

Ad metrics

Engagement event data measures whether your ads successfully acquire new users. These events include when users do any of the following actions:

Start viewing your ad.
Watch your full ad to completion.
Click your ad's call-to-action.
Install your advertised app.

MMPs send engagement data to Unity through server postback URLs called Attribution links. You need to integrate an attribution link for your app when you run any User Acquisition campaign with Unity. To generate attribution links without an integrated partner, you need to establish a custom server-to-server integration. The recommended best practice is to get these links through an attribution partner. Custom integrations are prone to errors and Unity can give only limited support with the issues that arise from integration errors. For more information about the engagement data MMPs pass to Unity, refer to the Engagement event data documentation.

Post-install event data

Post-install event data measures how your users interact with your app after installing it. These events include when users do any of the following actions in your app:

Watch ads.
Make in-app purchases.
Reach level completion milestones.

Integrated partners generally send post-install event data to Unity through server postback URLs. When you integrate with an MMP, you configure what data your preferred partner shares with Unity. You need post-install event data to access optimized campaign goals, including the following:

To learn more about the post-install event data that MMPs can pass to Unity, refer to the Post-install event data documentation. For specific information about what data each campaign goal requires, refer to the Introduction to ROAS campaigns documentation.

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