To run any optimized User Acquisition campaign, Unity needs to collect data from end users in your targeted location. Unity uses the following kinds of data from campaigns to power optimized campaigns:
| Data type | Description |
|---|---|
| Data that 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. | |
| Data that 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. |
Refer to our Partner integration documentation for more information about Engagement and Post-install event data.
Data cohorts and maturity
The group of users supplying Engagement and Post-install event data is often referred to as a cohort. In general, your user cohort supplies the data you need to run an optimized campaign after it reaches maturity. When a cohort is mature, Unity uses the most recent 28 days of campaign activity to collect eligibility data.
Cohorts reach maturity according to your chosen time interval, day-zero (D0) or day-seven (D7). Refer to the following maturation periods for each interval:
- D0: Cohort maturation takes two days, so D0 eligibility data comes from days 3 to 31 after install.
- D7: Maturation takes nine days, so D7 eligibility data comes from days 10 to 38 after install.
Refer to the following examples of how long it takes to accrue eligibility data:
| Time interval | First data passed | Maturity | Eligibility data period | Notes |
|---|---|---|---|---|
| D0 | January 1 | D0 maturity on January 3 | January 3 to 31 | D0 eligibility data comes from the last 28 days of live campaign data. |
| D7 | January 1 | D7 maturity on January 10 | January 10 to February 7 | D7 eligibility data comes from the last 28 days of live campaign data. |
Campaign-specific eligibility requirements
Each type of optimized campaign has unique eligibility criteria. Refer the following sections for each campaign’s requirements:
- D0 Ad Revenue ROAS
- D7 Ad Revenue ROAS
- In-app Purchase ROAS
- Hybrid ROAS (both Ad revenue and In-app Purchase)
- Retention
- Level Complete
D0 Ad Revenue ROAS campaign eligibility requirements
To run a D0 (day-zero) Ad Revenue ROAS campaign, ensure that you meet the following requirements:
| Eligibility requirement | Details | Notes |
|---|---|---|
| Install event data | Generate at least 200 Unity-attributed installs | The installs must be matured D0 installs from the last 28 days. Installs reach D0 maturity in two days. |
| Post-install event data | Pass Ad revenue data to Unity using a supported MMP. | If you use AppsFlyer or Adjust as your MMP, ensure you use the following data-sharing settings: AppsFlyer: Send revenue data with postbacks, not UA Signals. Adjust: Enable Ad Revenue Forwarding in the Adjust integration process. |
D7 Ad Revenue ROAS campaign eligibility requirements
To run a D7 (day-seven) Ad Revenue ROAS campaign, ensure that you meet the following requirements:
| Eligibility requirement | Details | Notes |
|---|---|---|
| Install event data | Generate at least 200 Unity-attributed installs | The installs must be matured D7 installs from the last 28 days. Installs reach D7 maturity in nine days. |
| Post-install event data | Pass Ad revenue data to Unity using a supported MMP. |
IAP ROAS campaign eligibility requirements
To run an IAP (In-app Purchase) ROAS campaign, ensure that you meet the following requirements:
| Eligibility requirement | Details | Notes |
|---|---|---|
| Post-install event data | Use a supported MMP to pass purchase event data for at least 10 Unity-attributed unique users. | The purchase events must be matured D7 purchases from the last 28 days. Purchase events reach D7 maturity in nine days. |
Hybrid ROAS campaign eligibility requirements
To run a Hybrid ROAS campaign, ensure that you meet the following eligibility requirements:
| Eligibility requirement | Details | Notes |
|---|---|---|
| Install event data | Run a live campaign that generates installs for at least 10 days Generate at least 200 Unity-attributed installs | The installs must be matured D7 installs from the last 28 days. Installs reach D7 maturity in nine days. |
| Post-install event data | Use an MMP to pass purchase event data for at least 10 Unity-attributed paying users. | The purchase events must be matured D7 purchases from the last 28 days. Purchase events reach D7 maturity in nine days. |
Retention campaign eligibility requirements
To run a Retention campaign, ensure that you meet the following requirements:
| Eligibility requirement | Details | Notes |
|---|---|---|
| Install event data | Generate at least 100 Unity-attributed installs | The installs must be matured D7 installs from the last 28 days. Installs reach D7 maturity in nine days. |
| Post-install event data | Pass session event data using an MMP | Your installs must have a D7 retention rate of at least 1%. |
Level Complete campaign eligibility requirements
To run a Level Complete campaign, ensure that you meet the following requirements:
| Eligibility requirement | Details | Notes |
|---|---|---|
| Post-install event data | Use a supported MMP to pass Level Complete events for at least 10 Unity-attributed unique users. Map one or more Level Complete events in your MMP dashboard. | The following MMPs support Level Complete campaigns: AppsFlyer Adjust Singular The Level Complete events must be matured D7 purchases from the last 28 days. Level Complete events reach D7 maturity in nine days. |