# Integration fundamentals > Learn the basics of MMP integration with Unity User Acquisition. Review key Partner integration concepts, including what mobile measurement partners (MMPs) are and what data they can share with your Unity 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](../data-sharing/attribution/integrate-attribution-links) installs. * Pass essential [app data](../data-sharing/app-data-sharing), including ad metrics and post-install events. * Use optimized campaign goals like [Return on Ad Spend](../campaigns/roas/return-on-ad-spend-campaigns) (ROAS) and [Events](../campaigns/event/event-optimization-campaigns). ### Supported partners Unity supports integration with the following MMPs: | Adjust | [Set up Unity Ads](https://help.adjust.com/en/partner-setup/unity-ads) (Adjust Help Center) | | ---------- | --------------------------------------------------------------------------------------------------------------------------------------------------------- | | AirBridge | [Unity Ads](https://help.airbridge.io/en/guides/unityads) (Airbridge Help Center) | | AppsFlyer | [Unity Ads campaign configuration](https://support.appsflyer.com/hc/en-us/articles/208005086-Unity-Ads-campaign-configuration) (AppsFlyer Help Center) | | Branch | [Unity Ads](https://help.branch.io/partners-portal/docs/unity-ads) (Branch Help Center) | | ByteBrew | [Unity Ads Attribution](https://docs.bytebrew.io/attribution-setup/attribution-unityads) (ByteBrew Developer Hub) | | Kochava | [Unity – SDK Integration](https://support.kochava.com/articles/sdk-integration/21253-unity-sdk-integration/) (Kochava Support) | | Singular | [Unity Ads Attribution Integration](https://support.singular.net/hc/en-us/articles/360028964651-Unity-Ads-Attribution-Integration) (Singular Help Center) | | Tenjin | [Unity Ads](https://docs.tenjin.com/docs/unity-ads) (Tenjin Help Center) | | Yandex Ads | [Yandex Mobile Ads SDK for Unity](https://ads.yandex.com/helpcenter/en/dev/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 User Acquisition campaigns require two types of data: | Ad metrics | How users engage with your ads. | * Ad starts (Impressions) * Ad completions (Views) * Clicks * Installs | | ------------------------- | --------------------------------------------- | ---------------------------------------------------------------------- | | Post-install event data | How users behave after they install your app. | - Sessions - Purchases - Ad revenue - Level completions | Review the following tabs for more information about each data type: 1. **Ad metrics** ### 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: | 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 [Attribution fundamentals](/user-acquisition/data-sharing/attribution/campaign-attribution-fundamentals.md) 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](./integration-guides) in this documentation. 2. **Post-install event data** ### Post-install event data Post-install event data represents how users interact with your app after installation. This data enables optimized campaign goals. Enable your MMP to pass the following types of post-install event data: | Session | Continue using your app after install. | Always include session events for any optimized campaign.Session event data improves data models and can improve campaign performance. | | ---------- | -------------------------------------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | Purchase | Make purchases. | Include both values and revenue when you share purchase events.Ensure that you [map](./integration-best-practices#map-post-install-events-correctly) purchase events correctly. Your campaign ignores events with incorrect name mapping. | | Ad revenue | Start watching an ad. | Include both values and revenue when you share purchase events.If you use any MMP other than Singular, don't map ad revenue events as in-app purchase (IAP) events. If your MMP supports ad revenue data-sharing, send this data as a dedicated ad revenue event.If your MMP doesn't support ad revenue data-sharing, don't send ad revenue as a different event type, as this event mismatching can cause campaign optimization to stop working. | ## Optimized campaign goals Optimized campaign goals such as [Return on ad spend (ROAS)](../campaigns/roas/return-on-ad-spend-campaigns) and [Events](../campaigns/event/event-optimization-campaigns) 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](/user-acquisition/campaigns/roas/intro-to-roas-campaigns.md) 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: | Session | Continue using your app after install. | [Retention](/user-acquisition/campaigns/event/intro-to-event-campaigns.md#retention) | | -------------------- | -------------------------------------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------ | | Purchase | Make purchases. | * In-app Purchase (IAP) [ROAS](/user-acquisition/campaigns/roas/intro-to-roas-campaigns.md) * Hybrid ROAS | | Ad revenue | Start watching an ad. | - Ad Revenue [ROAS](/user-acquisition/campaigns/roas/intro-to-roas-campaigns.md) - Hybrid ROAS - Payer [Event Optimization](../campaigns/event/intro-to-event-campaigns#payer) | | Completion milestone | Reach specific levels or milestones. | [Level Complete](/user-acquisition/campaigns/event/intro-to-event-campaigns.md#level-complete) |