How to Set up and Optimize ROAS Campaigns in Unity Ads

next question we have is from an indie developer we'd like to get started with unity roas campaigns as sap but we have no prior experience can you guide us on how to get started with them sure so the my favorite thing about Ross campaigns is that they are so simple that they are actually complicated uh if you know what I mean hello everyone welcome to another episode of Roi 101 today we're very excited to be covering a highly requested topic which is how to optimize your Ro campaigns in unity ads after receiving feedback that our last video didn't cover the dashboard setup and campaign optimization steps in enough detail we decided to create a new video to address that in this video we'll

guide you through the steps to set up and optimize your Unity ads Ros campaigns for the best results joining us today is eigor achv a Unity expert who will share some of his top tips and best practices so um Igor please introduce yourself hello everyone very excited to be here today and very excited to share the best practices on how to work with all the tools available on Unity ads platform focusing on RW campaigns this is a very hot topic and we are very excited to have as many developers joining our platform and using the tools in the best way possible right and thank you for being here um I just want to mention that today we are following a bit of a different format in our video um we have put together a series of questions that have come directly from our audience

and uh we were able to pick out uh like six fre most frequently asked questions and share them with unity beforehand so they could prepare a presentation so yeah that's how it's going to be in terms of format um IG are you ready to get started definitely six is one of my favorite numbers perfect okay so um the first question from our audience is uh I'm currently not using Unity ads but I'm considering starting what kind of goals would I be able to achieve by adding Unity ads to my UA strategy from an indie developer this is one of my favorite ever questions because in order to answer it correctly we actually first should ask ourselves what is our goal like um very often advertisers would approach opening up a new advertising Channel just for the

sake of opening it and it's crucial to understand what exact result you want to see and then determine the optimization steps if you are not sure you can always refer to this memo um and I like to refer to it very often is your goal to test out a new game so namely is your goal a soft launch you just developed a new game your prod in it and you want to see how the users will actually behave and you you want to see how they are reacting to different triggers within the game play one of the next steps and one of the other goals could be testing out creatives this is a little bit more advanced but we provide a comprehensive set of tools for that and they allow you to actually test which videos which playable assets which hand cards work better so you can improve your marketing

strategy overall at time your goal might be just to acquire a specific amount of the new users so we we also have tools which can help you with that at times you might be asked that you need to analyze the delivery metrics how well the videos you are currently using are converting the audience from watching the ads to actually installing the ad yeah and every other kind of upper funnel metrics are easily determinable within Unity ads and as a pinnacle goal but one of the most frequently discovered is when advertisers are coming to us with an approach to spend as much money as they can within the target kpis so basically maintaining performance at scale and this probably is going to be our key topic for today moving on right

yeah okay so um so how can an Advertiser use Unity ads to optimize their campaigns towards some of these different outcomes that you've just mentioned yeah so in order to do that we have a very diverse portfolio of tools which allow you to achieve any of the goal I mentioned before or any other pretty much Inc within the Performance Marketing Journey so if we look at this portfolio of tools we can break them down into scale tools and Performance Tools so scale tools usually are perceived as simple so when using these tools we usually optimize all our activity towards installs so install here is the Pinnacle of the activity right and in order to achieve and get as many installs as possible we have two

versions of the install campaigns one using static bidding technology and another one using automated bidding technology the main difference between those two is that static bidding allows you to set a static cost per install and optimize toward it look at it as you have an LTV of the app of $2 so you cannot exceed it and you would like to acquire new users with the CPI below that install campaigns with automatic bidding strategy allows you to optimize towards the max bit and this campaign type utilizes your entire entire daily Budget on scale for example you set up a Max bid of $3 and the daily budget of 500 so what Unity will do in this case we will optimize towards minimizing the install costs but maximizing the user Bas per

day and the optimization here happens dynamically and usually this is helpful for soft launches besides that a little bit on the side we have creative creative testing campaigns we're very proud of this campaign type it's one of the unique campaign types we offer to the market and they allow you to practically AB test your creatives one versus another so think of that as you have two videos and in one video the character is wearing green hat and in another one the character is wearing the blue hat and you want to understand whether the color of the Hat actually affects how engaging the video is so with the creative testing campaign types you can compare similar amounts of Impressions one versus another and see which one performs better so besides the scale tools the most Advanced Technologies we have are impl mended into Performance Tools So

within the Performance Tools portfolio you can use either row optimized campaign types and RWS here stands for return n spand retention optimize campaigns and campaigns optimize St wordss events I think we can dive deeper into how Ross campaigns work in particular later in this conversation but what you should know here when starting working with the uh particular campaign type is to mat and proof it towards your actual goal so remembering what we've mentioned before always know what you are doing before selecting the right tool for you right okay um yeah I just had a small question here so um I wanted to understand like let's say I'm I've just published publish my game and I don't

have too many resources and I um and I want to start running Ros campaigns in unity ads what kind of campaign would you recommend me to start with so first of all you got to determine what type of Revenue dominates in your game okay typically we would have either ad Revenue monetized games or in a purchase right money type games so this is already the intersection where you either select I AP row campaigns or ad Revenue rows campaigns however if your game has a mix of both you can use hybrid R campaigns here so this is all about understanding your product well as a UA manager or as a marketing specialist and this is where I usually recommend the ad izes for

coming to us to first of all actually go out there and play their game use their app understand what kind of product you're working with so you will once you know the product from A to Z you will also know how to Market it better yeah and to also understand your goal like you've just exactly yeah yeah yeah okay cool um I think we can move on to the next question I think we do yeah okay so the next question from an app marketer I have been using Unity ads for a while and I'm unable to pinpoint exactly when is a good time to make changes to my campaigns whether that changes for spend creatives or something else yeah so understanding when and how to optimize your campaigns always come to everyone like you would at some point

always think what shall I do to make my campaigns perform better but at times it's hard to understand how your campaign is actually performing and what we like to do is to check your campaign towards this set of indicators and basically just tick the checkboxes whether any of them mature current circumstances so your activity can give you several types of the indicators which will guide you towards where you need to go with the with your optimization scenario so first we start with span this is usually the simplest one to understand so sometimes your campaign doesn't spend all the available daily budget so this can be a signal that something is not

right with your bids and you're not competitive enough with within the auction and there is a room to improve there on the opposite your entire daily budget might also be fully spent and this is also a very good point for us to optimize perhaps your campaign is overco competitive and you're actually beaing a little bit too high and you can save some costs and allow yourself to require more users but at lower costs also your campaign can have very unstable spend this usually is dictated by some technical difficulties or something else um Worth to explore but keep in mind that the way your campaign spends the daily budget is not granted but usually is a great indicator to understand what is actually going on right um what is the worst problem to have just out of curiosity is it when

you know your campaign is uh doesn't spend the available budget or the other way around I would probably say that campaign not spending the daily budget is usually the most complicated challenge to overcome because if you look at it if it's unstable and it's a technical issue you can always fix it and move on if your fully daily budget is spent well now your your job is to spend it effectively so it's a kind of sweet task Everyone likes to deal with yeah but if your campaign doesn't spend at all you have to go through some iterations and you probably will need to work with both bids and your creative strategy to improve your activity right that makes sense yeah so moving on here um another very important part of understanding how to optimize your campaign is to look at the delivery indicators so by delivery

we mean the actual process when the ad is delivered to a user so there is a variety of metrics which might be necessary to consider when looking at the delivery metric conversion rate click for rate CPI or cost per install and ecpm all those metrics either being above or below your kpis or within your standard results from other AD Partners all of those could be the indicators that your campaign got to be modified and in order to do that you utilize the tools available on your campaign management page or with your creatives yeah so I think when I read these terms like too low or too high I was curious as to you know what exactly is too low or to high but I think you've just clarified that maybe you know when

I compare to my other marketing Partners that's when I can that's what I could use as a comparon or a basis okay exactly your historical data is basically your best friend right and knowing how you were acquiring users in the UK in the past year will help you a lot to build your marketing strategy for the upcoming year as well right I additionally and this by the way is applicable not only to Unity but pretty much to every marketing channel you're using never hesitate to talk to to to to the networks never hesitate to talk to the representatives um use the data available online to find out what is the current marketing Trend what are the current costs Trend so use the available resources you have um yeah so the the next stop would be the revenue

indicators so Revenue indicators usually come blast after you have already acquired a specific amount of users so the key one here is going to be RW um and this is pretty much why we are running our campaigns uh to achieve Ross as high as possible so the the most frequent case when you would need to start thinking about optimizing your campaigns is when your row is too low but different campaign types give you different signal so retention or how often the users come back to your product can also be very important metric here and another part of the revenue indicators is also the costs so Ross say return on ad span consists of your revenue and of your costs so there is a chance that your product is very strong and generates the revenue consistently from

each and every user but you are acquiring those users at such the high costs that you can never break even or make the profit so this is the this is the time when we have to start thinking about costs usually it comes it all comes down to CPI cost per install uh but there could be different cases as well got it um but when you say um an indicator when your R is too low um does that mean anything below 100% is too low or so the ideal scenario is that your rose is at 100% and above the only question is when you want to achieve those 100% whether you want to achieve it by the by by day 30 day 60 day 180 or any other type of um the metric set up by your business so basically how quickly

you want to turn profitable with your business model different companies allow different profitability windows for themselves yeah and it's important to always to keep uh to keep in mind what's happening within your company like how uh how quick you need to break even if the answer is as short as possible well um you might find out yourself in quite a Pico and uh you might need to work very hard to achieve the results like that yeah from my understanding that also depends on the genre of the game right yes yeah different different games perform differently and they turn profit in a different way yeah okay uh cool and just in order to support everything we've mentioned before so spend indicators delivery indicators Revenue indicators um we have some in dashboard indicators which are specific to Unity ads so there are two types of them one is the

inside cards those are usually um little tips on how to make your campaigns perform better we frequently release new features in updates which allow you to work with your campaigns in a better way add additional data streams so the campaigns would optimize more profitably um and just basically anything and usually those indicates that hey you need to add a new ID there you need to work with the new setting or anything else so keep an eye out of them and make sure you um you use them properly and you don't have any insight inside cards piled in your dashboard are they like out there or are they hard to miss like do they pop up or how well if you ask me uh they're out there they're flushy uh and and they basically look

like banners on your uh campaign Details page and on your campaign page uh so make sure to always look at the top of your screen when you when you go to manage your campaign all right so top of the screen flashy great yes yeah yeah not not too flashy probably quite stylish I would say I I like the uh the work done by our design team okay cool um okay so moving on to the next question then from a UA manager uh what are the different types of tools available in the unity dashboard that I can use to run reporting and keep track of my campaign performance or any changes yeah we we spend some time talking about the indicators but like besides the inside cards and budget alerts where you would find those indicators so um simply free ways to to find them and to identify uh those indicators and

insights um first being the campaign campaign Details page which gives you the look back on what's Happening to your campaign second one is a very comprehensive history in Performance Tool which allows you to check the history of the edits of your campaign towards your performance and the last but not least is the full reporting capabilities so those are the tools which allow you to actually go to as deep level as possible up to the source app level where you are actually acquiring your users from what are the costs for each particular unit of your user acquisition activity and basically build any kind of dashboards you uh you'd like so I'd like to make maybe a brief stop at each one of them because uh they're all straightforward very

convenient to use but uh if we just move on with the slides yeah yeah I just wanted to ask quickly um would you say any one of these are more important than the other like is there a hierarchy or would you give like equal weightage to each of them I would probably say that all three of them are the pillars of monitoring your activity properly and none of them should be overlooked so when it comes to campaign Details page and you can see how it looks like from uh from the slide here um this is your first entrance to understanding how your campaign performed in the relative 24 hours 7 days or 30 days so this is this is going to be your first way to see okay in the last 24 hours my campaign spiked in delivery what's happening

maybe that's the new creative I have added or vice versa your campaign just stopped delivering at all what's going on are the bits too low or something else so you can um assess all this data on either the level of your campaign or on the level of the creative pack which is another unit of doing UA so from the campaign uh Details page which allow you the first Clans you would go to the hisory in Performance Tool and this is another one very very handy way to look at your campaign so you can see in the slide that it consists of the bar chart of your spend per day of the graph of the installs and um and Impressions so why would you look at at it here because it's matched and displayed together with the hisory history of how your campaign was edited

and that allows you to understand how the exact action you have taken affected your campaign and this is very important in understanding what is the right bidding strategy what is the target roles you should be using how it actually affected my campaign in the past was it a good way or a bad way how my delivery reacted to the changes I've done so this page is actually super important and you you you've asked me which one is the most important I wouldn't say this one is but it's very often being overlooked and I definitely would recommend paying a lot of attention to this page why do you think it's being overlooked uh do people not know enough about this tool or it's um it's it's quite an unusual tool and quite unique I think we are as a network in quite a unique

position in the way how we designed and display this data um and probably advertisers are just not used to look at the data this way but every time I'm showing this to everyone I only get the positive feedback yeah it's like a wow moment why did why did I not know about this yeah yeah it's very very handy and I very of often encountered um in my experience that UA managers would keep track of the edits they they make to the campaign on like a separate EXO spreadsheet then you lose the EXO spreadsheet then you lose the access to the EXO spreadsheet and then you do not remember what was happening to your campaign and everybody's sad about that and here you have everything in one place yeah yeah I agree it looks pretty cool and useful so I'm glad that we're talking about it today yeah and um the the next stop here would be the

reporting tools we have so the reporting dashboard allows you to look at all the data you have for the entire time frame of running your campaign in the holistic way and you are you can basically do whatever you want with your data you can build different slices uh and looks how you want to evaluate it you can add different metrics and focus on the ones which are important to you at the moment and you can also share this information so you can bookmark the the tuab and come back to it later um and you would not need to rebuild the dashboard all over and over again so if you're looking at the network specific information it's always very useful to come back to this page and check what what's happening with your

campaigns got it okay so um the next question we have is from an indie developer we'd like to get started with unity roas campaigns ASAP but we have no prior experience can you guide us on how to get started with them sure so the my favorite thing about Ross campaigns is that they are so simple that they are actually complicated uh if you know what I mean um they are simple in a way that's that it's easy to set them up but it's quite challenging to optimize them and at Unity we believe in educated our users and we're actually here today to tell you more about how our product works because if if you understand how it works it will make you a better

professional and you will understand better how to work with it so your R campaign um is different from the installs campaigns you you you might be running before Ross campaign optimizes towards the value of the particular user rather than just the probability of the user to install the game after watching the ad in case of the install campaigns so when we talk about Rose campaigns as we've mentioned before we have two main types of goals you can set for yourself and you can utilize when working with raws campaign so it's either in a purchases optimized Ross campaign or ad Revenue Ross optimized campaign it can also be a mix of both hybrid yes um when you work with the rose campaign you pretty much have one and only way to

influence how it works with the bits so this is going to be your target R Us and this is the only setting which regulates how you work with different uh different users and what goal you're setting for Unity because this campaign uses Dynamic bidding it chooses the CPI in each and every particular case and for each and every particular user so if you look at your install campaign you set up the CPI of $1 and you will push and find the and try to find the audience with this costs if we're talking about Rush campaign you only set up your target Ross let's say to 10% for the seventh day and you need to automatically adjust

the bid in order to achieve the exact Ross you are setting so in this case your bids and your CPI shouldn't actually matter because if Ross is good Ross is good you don't really care how cheap or or how expensive you're acquiring the audience if you're breaking even within your uh within your goal and within your kpis MH so um Target Ras is something I would set myself right as the user or the developer um so do you have any recommendations on what exactly I should consider when setting it up yes so again the historical data how your app performed is crucial to understanding how to work with it in the future when it comes to working with Ross

campaigns those campaigns are working only because they're based on your data and the data Unity accumulates and processes so in order to interconnect all those things together you're using your mobile measurement partner so tangent for example and your Prov providing Unity with the data on how your audience in your game actually makes purchases how they are watching the ads how much revenue they generate for you so in order to understand how to work with your target draws you got to know how the audience from the data sample you are providing to Unity actually behaves in the app how they uh how they play the game and how

they generate revenue for you right yeah and um I think like from what I know uh we also have to run CPI campaigns for a while in order to then you know start with Ross campaigns that's correct so as I've mentioned Ross campaigns um use your data as a fuel for the machine learning algorithm MH so you have to run install campaigns for some period of time until you reach the eligibility for for the r campaigns okay and that means that we will have enough data to understand what is the portrait of the user in your game who is the average Joe playing your game so we can and by we am in unity algorithm I'm not doing it man obviously but we can

actually go out there to the network and look for the users who would be similar to the ones you already have yeah and I think another question you I get at least um as an account executive is you know like when when would we know that we're eligible for the RAS campaigns how long do we need to run the install uh CPI campaigns so do you have anything to say about that yes so if we look at um all the BR campaigns variations so add Revenue row campaign optimized storage the 7 day I row campaigns optimized storage the 7day ad Revenue row campaigns optimized towards d0 and hybrid Ross campaigns optimized towards D7 they have slightly different eligibility criteria and they are different for each of those campaign types

by by the fact in which cohort we actually need to have the data so it can either be D zero Gort or D7 Gort and you can always check how much data you have in the reporting tools available in unity and the eligibility criteria is slight L different for for for each of them so for IP rows campaigns you must have 10 unique paying users in your D7 cohort for ad Revenue RS campaigns you must acquire 200 installs Each of which would generate at least some ad revenue and those installs must mature to the seventh day if we're talking about the zero Revenue R campaign it's the same but with the different

cohort dat they applied the seven Ros campaigns are using both data sets from I AP Ros campaigns and Andro R campaigns right if um our viewers would want to learn more about that we have the comprehensive overview of all the eligibility criterias in the knowledge base and also there is a link from the unity dashboard to the dedicated pages on the knowledge Center as well okay great okay so moving on then yeah so um it is sometimes complicated to understand which particular campaign type which particular RS campaign variation you need to run so you can always um check yourself to towards the type of

Revenue which is dominating in your game and what kind of genre you you're using we live in a very complicated world for good or for the bad but uh and genres can be quite fluid so um do not take the ones we're going to be talking about as an aom like they can be they can be very different and game developers always experiment with uh with the chandras here but as a rule of thumb if your game is heavily IP monetized you probably are looking at the D7 I AP RS campaigns if you have an ad monetized game which is designed to create a habit for the player to come back to your game every day to play it for as long as you can think of um word games coloring games different kinds of puzzle games

you're probably looking at the D7 n Revenue RS campaigns as your main to um if your game is more like a fun snackable and clickable experience hyper casual game probably D zero Revenue R campaign is your best friend here and if your game has a little bit of everything you can also optimize towards both Revenue Flows at the same time with hybrid Ross campaigns yeah I just wanted to say that um I found this slide very insightful like I like how you know you've mapped the type of campaign with um the metrics kpis and also the genres I think that's that's very useful So yeah thank you for putting that together thank you yeah and I think we've already discussed how to work with the um campaign's eligibility and what are the

data requirements so um you can always refer to this information on the knowledge Center and check when your campaign is actually becoming eligible for you to create a Bross campaigns for the same game uh always make sure that you're looking at the same cohorted day uh and not at the um relative historical look back so in order to find out what is your D7 ad Revenue data you actually need to look to the D7 look back not the last seven days okay yeah um and depositors here I just wanted to confirm it means like paying users yes those are unique paying users um and and this is the main type of data

utilized by i r campaigns so everything you have here um we receive all this information from your MMP and one of the most important steps in running your R campaigns is actually setting up uh the um data busing from MMP to Unity we are talking about quite complicated uh systems here which are talking to each other and we want to make sure that everything's set up correctly yeah yeah um so I've just added like the steps on how this can be done via tension so for both in a purchase data as well as ad Revenue data um yeah so uh I think the most important thing that Igor has told me is that sometimes the unity game ID is uh entered incorrectly so I just wanted to emphasize on that I don't want to go through each step um if you know the

viewers have any questions they can just reach out to us directly at support.com and yeah we've recently just um um released a new uh callback setup temp uh version so yeah we're always uh improving our user experience so I just also wanted to mention that but um yeah I guess nothing more to add here so I'm just going I just want to stress it one more more time how important this setup is and always make sure to reference um tons or any other mmps um guidelines provided to make sure that you're are setting up everything correctly all the systems are different so right this is very important yeah and um I think we're approaching like the actual creating of um rows campaigns so as I've said before actually creating it is simple so once you become eligible you just navigate to the all apps page you select your app

you create a campaign and you select Ross as your optimization type and after adding the name of the campaign here you are you have your campaign uh up and ready to be added with all the rest of the settings so um this setup doesn't really differ from all other campaign types we have the only difference being that your working with Target RW instead of the bids everything else Remains the Same so you still need to add um the countries you want to Target you can work with targeting options such as devices um operating system versions and anything else related to the particular device where the ads is going to be shown um and yeah after that you add the attribution links and you're ready to go live with your Ros company right and that's where the uh

interesting part begins and you start to observe what's going on and how the users are actually acting in your game great um so can we move on to the next question then I think I think we can yeah yeah um so this is from an app marketer I have been running Unity Ras campaigns with little success I'd like to learn about the best practices for Unity Ras campaigns from a Unity expert perfect uh this question sounds like music to my ears because I'm being called an expert and the challenges we're facing are on the the ways for us to become better so yeah as I've mentioned before um we do believe in the product first approach so in order to work with unity and to optimize your campaigns correctly It's always important to understand how

the product works so one of the pillars of working with r campaigns or pretty much any other optimized campaign types is to understand the time frame so we we were talking a lot today about the zero cohort D7 cohort what does it actually mean and why it's so important so when we say D7 cohort we mean a specific amount of users who were acquired on a particular date and they spend at least seven days in the game so it's important to mention that when we say D7 we actually mean eight days eight days yeah D zero is the first day exactly so d0o is the day of the install and this is sort of a common practice in the market that we do not include d0 uh as the actual day of the install

to the cohort um we basically are doing that in order to compare apples to apples the same data to the same data so why is it important to understand uh the cohorted data because if you're working with a D7 optimized campaign you must allow the algorithm to work with the same data you are working with so for example if you have made the changes to your campaign today you need to wait up until Unity fully utilizes this data so for eight days at least and only after that introduce the new changes this is important because first of all you must look at the data uh when it's the fullest so when uh it the cohort is

actually mature and you allowed all the users to make the purchases and also you have to allow the Ross algorithm to actually do its job and optimize towards the time window it was designed for so this is true for both D7 and d0 go ahead and and another pillar of understanding how to work with your campaigns is how to work with your target R setting and in order to understand um your target RW setting and to work with it better you have to understand how it influences um the performance of your campaign and how the data uh and your inputs to the dashboard affect the way your campaign is performing so um here in this scheme we

have um the simplified um version of how unity's R campaigns work so everything starts with our uh R machine learning model which takes the data you have provided to Unity so remember what we have said before about sending the data from tangent to Unity uh and actually comparing this data to the network so once we do that Unity checks how much money a particular user can actually make in your game by the optimized cohort so here in example we have D7 but it's true for d0 as well so once we've determined that this is where we are using your target draws to calculate the actual bid which will go into the auction so as almost every um

ad networks auction ours is based on ecpm and ecpm is a combined metric of your bid and the predicted probability of the user to install the game after watching the app so un need calculat everything based on our models and based on your historical data and you only in inut your target for us for us to yield the ecpm and run the auction where the ad which is uh the most competitive wins and is being shown to the end user right okay so this is like a diagram of how the machine learning works yeah so there are many components of machine learning here and uh it's simple simplify a lot uh to provide better understanding yeah but

what we actually want you today to get out of all this complicated thing um is in the next slide so the main way for you to work with your target RW is to understand how it influences your ecpm so as we've said before high ecpm means we win a lot of Impressions we have high volumes we have wide reach and potentially more depositors more paying users however it comes at the expense of higher costs so if you decrease your target Ross your ecpm actually goes up you're you are widening your the reach of your campaign and you are acquiring more paying users if you increase your target Ross you are lowering the volume and the delivery of your campaign you start to

win less Impressions but the users you are requiring are expected to be more profitable so with the lower ecpm when it comes to R campaigns you would actually win less installs less Impressions but they're going to be more profitable for you they're more valuable users yes exactly exactly and the truth is is actually somewhere in the middle here so um everything depends on your strategy and you will probably have to experiment with your target RW several times before you find the balance here right um when it comes to actually managing Ross campaigns um I'm happy to share a few tips um on what you what you should not do and what you should do when working with them so first of all as we are working with a

quite sensitive very complicated machine learning model actually several ones of them it's always better to limit your adjustments to the campaign to smaller changes smaller incremental changes of 10 to 20% your bids and targets is always better they're better adjusted by the algorithm and they will result in just your campaigns performing better as well yeah um again coming back to what we've said about the cohorted data make sure to stay within those cohorts and always allow um Unity to have mature corts after the optimization so if you're working with the seven draw campaigns you should optimize your campaigns not more often than once in eight days

uh yeah did you have a question no um I yeah um one if I wanted to build like a hypothetical situation let's say I've you know um set up a Target roas I'm really happy my campaigns are performing really well and let's say two weeks later I decide to make this 10 to 20% adjustment to my target Ras but it stops performing well what what would you advise in such a situation that I can do yeah so what we are talking about here are the recommendations and the ideal scenario so in the ideal scenario you should not optimize your campaign more often than once in seven days however if you see that your campaign is actually drastically underperforming um or spends too much money or you're just genuinely unhappy with the results you have the full control over your activity so you should not need to wait until um you spend your

entire monthly budget uh on nothing you should actually um take the control and optimize their campaigns either increase or decrease the target Ross uh depending on the situation yeah but let's say I've increased it but um you know I'm suddenly not my campaigns are not performing well anymore um so in this is a tricky one because uh as we've said before not performing well can can mean a variety of different things so uh we need to Define what does not performing mean here is the campaign not spending enough is the return on the ad spand is too low um any other type of problem so depending on what signal we have we take the action here okay right got it um are we ready to move to the next

yeah um yeah so those those are the tips you should avoid but there are a few you should consider doing so um we've talked a lot about the data and how important it is and how it fuels uh the machine learning algorithm so one of the tips um advertizers frequently miss out is that you can actually run several campaign types at the same time for the same game and the same country so for example running a D7 ad Revenue R campaign D7 I AP row campaign and an install campaign all together for the same game should not hurt your activity in reality what's going to happen each Campaign Will accumulate different types of data so users acquired with and

revenue R campaign will they will still generate purchases which will be used towards the optimization of the I AP R campaigns all the users will install the uh install the game it will benefit how your install campaign performs and this is like a circle where each and every uh campaign type is inter connected so uh bottom line running different campaign types for the same game perfectly fine and will actually benefit uh your performance interesting however in order for everything to work you got to maintain healthy daily budgets so as we've said before everything's based on the data and there should be sufficient data so we usually recommend having at least $500 daily budget per country uh in one campaign this will

allow you to actually gather statistically significant amount of data and which you will be able to look at and also it will allow Unity to optimize properly um again more data you provide to Unity the better as long as this data is adjustable so make sure to reference our knowledge Center and find out what types of data you're using and how to pass it to Unity usually the way to pass the data would be your MMP um and you can uh select how you're feeding Unity with different types of data um one tip from the campaign management side make sure to keep your top performing countries separately uh so if you know well that your game performs better in France because for

example you've built a word game and your team is originally from France and they're they're frankophones so they've designed the game with French language in mind uh which works extremely well in France but you still have to do some work in the rest of the world so in this situation you probably would want to keep France in your separate campaign um besides everything we've mentioned on the target Ross and settings of the r campaigns you can still leverage block listing feature that means that if you as a smart human being observe some extreme values delivered from the specific Source games you still can block them for some period of time allowing the algorithm to skip the particular Source app and probably come back to it later but improve your performance in the short term and when working with Ross

campaigns analysis and particularly with creatives besides looking at the delivery metrics so how well the creatives are converting the users from impression to install make sure to consider the Ross on the creative level as well this is a again something which is very often overlooked right okay um I think yeah we're at our last question um which is from an app marketer where is the best place for me to reach out to Unity support so um we are on a mission to build and maintain the platform which is accessible by everyone and we are doing this all because we believe that the world is a better place with more creators in it in order to get support from Unity um the your first stop in my

opinion should always be our knowledge Center and all in all all the things we've discussed today is available there and you can always refer to this data we update it constantly and you will find guidelines on how to set things up how to keep them running and how to how to become successful if you want to talk to um fellow developers other advertisers you're welcome to join Unity ads forums where you can find uh what are the current trends what are the common pain points maybe something some challenge you are facing has already been encountered by by someone and they know the solution and they would be happy to share with with you and lastly if you encountering technical difficulties you can reach out to our support team and they can provide you with the

solution for um everything you might be facing you can either do that through email or directly through the dashboard by clicking the question mark button and filing out a ticket great uh that brings us to the end of the presentation um thank you so much uh for this very insightful presentation Igor um yeah um so uh if there any questions uh please feel free to leave a comment below and we're happy to answer them for you and um if you found this video helpful please leave a like and you can subscribe to our channel for more similar content thank you very much uh thank you tangent team for having us today thank you tabar for uh for hosting me great questions and thanks for watching