Integration fundamentals
Learn the basics of MMP integration with Unity Ads User Acquisition.
Read time 7 minutesLast updated a month ago
Review key Partner integration concepts, including what mobile measurement partners (MMPs) are and what data they can share with your Unity Ads User Acquisition campaign.
Mobile Measurement Partners
MMPs, also known as attribution partners, are third-party platforms that track and attribute user interactions in your app. MMPs enable essential User Acquisition tasks, such as the following:
- Attribute installs.
- Pass essential app data, including ad metrics and post-install events.
- Use optimized campaign goals like Return on Ad Spend (ROAS) and Events.
Supported partners
Unity supports integration with the following MMPs:
Mobile Measurement Partner | Integration guide |
|---|---|
| Adjust | Set up Unity Ads (Adjust Help Center) |
| AirBridge | Unity Ads (Airbridge Help Center) |
| AppsFlyer | Unity Ads campaign configuration (AppsFlyer Help Center) |
| Branch | Unity Ads (Branch Help Center) |
| ByteBrew | Unity Ads Attribution (ByteBrew Developer Hub) |
| Kochava | Unity – SDK Integration (Kochava Support) |
| Singular | Unity Ads Attribution Integration (Singular Help Center) |
| Tenjin | Unity Ads (Tenjin Help Center) |
| Yandex Ads | Yandex Mobile Ads SDK for Unity (Yandex Help Center) |
Attribution
When a user installs your app, MMPs attribute the install in one of three different categories:
- Attributed: The user watched your ad through Unity Ads before installing your app.
- Unattributed: The user watched your ad through another ad network before installing your app.
- Organic: The user installed your app without watching an ad.
Important
When you integrate with your preferred MMP, ensure that you share install data from all attribution sources. This enables your campaign to learn from your entire user base and can improve campaign performance.
App data
MMPs pass your app data to Unity to inform your User Acquisition campaigns. Unity Ads User Acquisition campaigns require two types of data:
Data type | Description | Examples |
|---|---|---|
| Ad metrics | How users engage with your ads. |
|
| Post-install event data | How users behave after they install your app. |
|
Review the following tabs for more information about each data type:
Ad metrics
Ad metrics supply essential ad campaign data to Unity. These metrics represent specific user interactions with your ads.
Enable your MMP to send the following ad metrics to Unity for all campaigns:
Metric | User interaction | Notes |
|---|---|---|
| Starts | Start watching your ad. | Starts are also known as Impressions. |
| Clicks | Click the call-to-action in your ad. | |
| Installs | Install your app. | Ensure you share attributed, unattributed, and organic install data with Unity. Refer to the Introduction to Attribution for more information. |
Note
The recommended best practice for sharing ad metrics with your campaign is to use an MMP. Avoid custom server-to-server integrations because they're error-prone and minimally supported.
For detailed partner-specific setup instructions, refer to the Integration guides in this documentation.
Optimized campaign goals
Optimized campaign goals such as Return on ad spend (ROAS) and Events require specific event data. If you don't pass this data to Unity, these campaigns are unavailable in the User Acquisition dashboard. Refer to Introduction to ROAS campaigns for more information about accessing optimized campaigns.
Refer to the following table for information on the post-install event data required to enable each optimized campaign goal:
Data type | In-app user interaction | Enabled campaign goals |
|---|---|---|
| Session | Continue using your app after install. | Retention |
| Purchase | Make purchases. | |
| Ad revenue | Start watching an ad. | |
| Completion milestone | Reach specific levels or milestones. | Level Complete |
Note
To run an Event optimization campaign (Retention, Payer, or Level Complete), you must use one of the following MMPs:
- Adjust
- AppsFlyer
- Singular