Introduction to User Acquisition creatives
Learn about the individual assets that make up a User Acquisition ad.
Read time 4 minutesLast updated 2 months ago
Creative packs are a bundle of creative assets included in an ad campaign. Refer to the following article for descriptions of supported creative assets, creative packs, and creative pack statuses.
Note
All new creative assets undergo a human moderation process when uploaded. A campaign must have at least one assigned and approved creative pack to go live. For more information, refer to the Introduction to creative moderation.
Creative types
Creatives are the ad assets of an advertising campaign. Creatives consist of images, videos, or other rich media formats.Creative asset | Description | |
|---|---|---|
| Video | A viewable, rich format creative asset. | |
| Playable | An interactive creative asset. For instance, a playable ad can allow users to play an interactive demo of a game. | |
| End card | Creative assets displayed at the end of an ad with a call to action for users, such as downloading the advertised app. End cards can be an image or playable (interactive) format. |
Creative packs
A creative pack is a bundle of creative assets that make an ad. You can use and share creative packs among your campaigns in various ways, such as the following:- Share creative packs between different ad campaigns.
- Assign multiple creative packs to a single campaign.
- Assign creative packs to multiple campaigns within the same app.
Creative pack | Description | Notes |
|---|---|---|
| Video and end card | A video ad with an image-type end card. | Because this creative pack type includes an end card type, it also includes a call to action for users, such as downloading the advertised product. |
| Playable | A playable is an interactive ad and type of creative asset. | For instance, a playable ad can allow users to play an interactive demo of a game. |
| Video and playable end card | A video ad with an interactive-type end card. | Video ads and interactive playable end cards add a layer of engagement at the end of a regular 15 to 60 s video ad. Because this creative pack type includes an end card type, it also includes a call to action for users. |
Note
The current version of long video ads (30 to 60 s) is a beta release. The features and documentation might change between now and the next release.
Creative pack status
After Unity approves a creative pack in moderation, the dashboard displays the Creative pack status. The status reflects the current performance of the creative pack, and changes if the performance of the creative pack changes. Status changes related to creative performance only apply to the particular campaign that shows the status because a creative pack can perform differently in different campaigns. Refer to the following descriptions of the Creative pack statuses:Status | Description | |
|---|---|---|
| Live | A creative pack is live when the campaign is live. | |
| Paused | The creative pack is on hold due to a paused campaign. | |
| Exploration | The creative pack is exploring to find the best audiences. | |
| Attention | The creative pack is live but accumulating impressions slowly. |
Note
The dashboard displays Creative pack statuses only after Unity approves the creative packs in moderation. For descriptions of the statuses that display during the moderation process, refer to the Introduction to creative moderation.
Exploration status
The Exploration status means a creative pack has passed moderation and is exploring to find the audiences where it performs best. During this phase, the creative pack gathers impressions and performance data, so metrics such as conversion rate (CVR) and impression pace might not yet be reliable. Exploration runs automatically and dosn't require any action. This phase typically lasts from a few hours up to 12 days. Changes to campaign targeting can affect the speed of exploration. For example, broad targeting can speed it up, while narrower targeting can slow it down. Adding new creative packs doesn't affect the existing pack exploration unless the campaign budget limits it. To speed up exploration, consider increasing your bids, or testing the creative pack in a separate campaign with higher bids or broader targeting.Attention status
The Attention status means a creative pack passed moderation but is receiving impressions more slowly than expected. This isn't necessarily a problem, but making adjustments to the creative pack might improve performance. First, review the installs and user quality generated by the pack. Sometimes, the creative might reach a smaller but more valuable audience. If performance meets your advertising goals, you don't need to make changes to the creative pack. If you want to increase delivery, consider the following options:- Increase the Cost Per Install (CPI) bids for the campaign. Remember that this affects all creative packs in the campaign.
- Move the creative pack to a different campaign where you can set higher bids or target a lower‑cost audience.
- Test different creatives in the campaign if the current pack isn't engaging enough for the selected audience.
- In Return on Ad Spend (ROAS) campaigns, a high ROAS goal can limit delivery. Adjusting the goal amount might increase starts.
- In Retention Event Optimization campaigns, a low Cost per Event (CPE) bid can limit delivery. Increasing the bid amount might help.