/*
Title: Advertising FAQs
Sort: 13 */

• What is cost-per-impression (CPM) billing?
• How does Unity CPM billing differ from traditional industry CPM?
• What is Target CPI?

• Why are the number of SKAdNetwork and MMP installs different?

• Who will be affected?
• What is Appsflyer Advanced Privacy mode?
• What will happen to these campaigns?
• Which attribution links in Unity Ads campaigns will be updated?
• What if I don't enable Advanced Privacy mode?
• Will the tracking URLs for Android campaigns also be updated?

• What are SDKs for User Acquisition?
• Which SDK do I use if I am only advertising with Unity?
• Which SDK do I use if I am both advertising and monetizing with unity?
• Can I use Unity SDK with an adaptor from my mediation partner?
• Will the SDK still work if I do not initialize at app start?

• What is reach extension?
• Can I convert an existing campaign into a reach extension campaign?
• What geos are supported?
• What targeting is available?
• How do I set up apps so that they can benefit from reach extension?
• How do we evaluate reach extension performance?
• How can I track the quality of reach extension supply?
• Which ad formats are supported by reach extension?
• Can I opt out of including reach extension inventory in my campaign?

• What has changed?
• What should I expect after the migration?
• How will these new identifiers affect the format?
• Will anything else with my campaign workflow change?
• How long will I be able to view data from the previous source ID?
• How does this impact stats API?

• Can I access the new dashboard with the same login credentials as before?
• How do I add users to my organization?
• Why can’t I see my apps?

• How can I improve my campaign’s performance?
• Can I configure Campaigns to promote my other games?
• Can I block specific apps from showing my campaign?
• Why did my install volume change?

• What are the privacy changes introduced by Google with Android 12?
• What are the main differences between Google and Apple’s privacy changes?
• What are the changes to Unity’s Android campaigns with Android 12?

Note: Cost per impression (CPM) billing is only available for iOS.

This is a billing method where you will be charged based on the number of impressions your campaign receives. Regardless of the billing method, your campaigns will still be optimized for installs.

In a traditional industry CPM campaign, you pay a predefined amount per thousand impressions (cost per mille) that your ad receives. With this type of CPM, you are serving impressions to anyone matching the targeting criteria of your campaign and you pay the same amount for each impression.

Unity’s Cost-per-iMpression (CPM) billing allows you to pay a unique price per individual impression. With Unity's CPM, you are serving impressions to users who are most likely to install your app. You pay a dynamic price depending on the potential value of the player. The price is tied to the probability that the impression will convert to an install as well as your campaign goals.

This example illustrates the differences.

Target CPI (tCPI) is the average amount you wish to pay per install. Target CPI is a bidding strategy that sets bids to help you get as many conversions as possible within a tight range of the target cost-per-install you set. This strategy automatically optimizes bidding for your ad each time it is eligible to appear.

In order to be counted as SKAdNetwork installs:

• Source games and target games must both support the SKAdNetwork.
• Source games must be using SDK 3.5.1 and above.
• Source games that target users running iOS 14 or above must also implement Unity Ads' network ID in the information property list file info.plist

Please note that this apparent discrepancy will begin to narrow once more supply is SKadNetwork-enabled.

All campaigns (both iOS and Android) on Unity Ads that use Appsflyer as an attribution provider will be automatically updated to append new mandatory parameters to attribution (tracking) URLs. This will enable all advertisers to use Appsflyer’s Advanced Privacy mode.

Advanced Privacy mode is Appsflyer’s solution to provide end-user privacy and to help advertisers comply with Apple iOS 14 updated privacy controls. When Advanced Privacy is enabled in Appsflyer’s settings, attribution data is stripped of identifiers and postbacks are available on an aggregated level only.

All campaigns will continue to run, uninterrupted. For all campaigns using Appsflyer, the attribution links for each campaign will have the following four mandatory parameters appended to each URL, so that the campaigns will automatically support Appsflyer’s Advanced Privacy, if an advertiser wishes to enable this mode.

Parameter name	Macro required	Explanation
af_siteid	{source_app_id}]	Source app / game identifier
af_ad_id	{creative_pack_id}	Unity Acquire dashboard creative pack identifier
af_ad_orientation	{video_orientation}	The replaced values will be "landscape"/"portrait"
af_channel	{exchange}	The replaced values will be "unity"/"others"

This applies to all three tracking URLs for Appsflyer, or any subset that is used:

• Click URL - required for all Unity campaigns
• Start (Impression) URL - recommended for Unity campaigns
• Completed view URL - optional

In order to cover as many scenarios as possible, any Appsflyer tracking URLs present in a campaign will be automatically updated, to pass through these required macros as parameters in the URL.

All Appsflyer attribution URLs will be updated, whether Advanced Privacy is currently enabled or not.

Yes, all Appsflyer attribution URLs for both iOS and Android campaigns will be updated.

Due to privacy changes relating to iOS 14, Unity recommends upgrading to one of our SDKs that help optimize your campaigns' performance and insights. If you are advertising and monetizing with Unity, upgrade to the latest Ads SDK version. If you are only advertising with us, then you need to integrate our deltaDNA SDK (deltaDNA is a company Unity recently acquired).

If you are monetizing with Unity, then have already integrated our Ads SDK. You need to ensure that you are using version 3.7 or above which is our iOS 14 compliant SDK. To help optimize performance, the latest Ads SDK should be initialized independently from the mediation waterfall (during the first gaming session). In addition, give permission to Unity to activate the general purpose analytics collection within the SDK. This allows Unity to help optimize your campaigns.

If you are only Advertising and NOT monetizing with Unity, then you need to integrate to our deltaDNA SDK (a company Unity recently acquired). You can find the information about the SDK and the integration guide here.

Yes our SDK works whether it is installed via an adaptor or without one. Clients who are working with a mediation partner will use an adaptor.

We recommend initializing at app start for all users since this allows us to help improve your optimization. Once Apple’s ATT Framework is enforced, you will not be able to identify which user is attributed to each network.

Reach Extension gives you access to more supply, reaching valuable users from other exchanges while leveraging Unity’s optimization tools and mobile advertising expertise.

You can either recreate your existing campaign to automatically enable reach extension inventory, or contact support with your request.

Reach extension inventory is available for all geographical areas.

You can access the same targeting levers, including allowlisting, blocklisting and source bidding .

Reach extension inventory is not available for Audience Pinpointer campaigns or LAT targeting.

You need to add an advertiser domain to the app settings on the campaigns dashboard.

• How to add an advertiser domain
• Guidelines for advertiser domains

Video with end cards, and playable ads are all supported by reach extension.

Evaluate reach extension supply sources similarly to any Unity supply source. Use campaign optimization features like allowlisting, blocklisting and source bidding to improve performance.

You can track the quality of reach extension supply the same way you track quality across Unity supply. All supply utilize the same source identifiers (such as source_app_id).

Yes, please contact support for more information.

Unity has migrated all campaigns to use a new universal alphanumeric source identifier, source app ID as of early May 2020. This new source identifier is a 12-character, alphanumeric, case-sensitive string.

The macro {source_app_id} has replaced the {source_game_id} macro in the attribution URLs of all of your campaigns. Unity has made these changes for you on the backend.

Identifiers that were previously called source_game_id or souce_id in the dashboard have changed to source_app_id. This has happened in:

• attribution links
• source targeting such as allowlisting, blocklisting or source bidding

There is no longer a source_game_id value in the attribution passback. Now, there is a source_app_id value in the attribution passback.

Attribution providers have changed the default links generated for Unity.

If you use our statistics API please replace anywhere that was using source ID or source game ID with source app ID.

The format is now a 12-character, case-sensitive alphanumeric string rather than an integer. Otherwise attribution links should work the same as the previous format.

Once the migration is complete the only change will be source_app_id in all attribution passbacks, and the fact that you will use this identifier for any source targeting. If you are using our statistics API, just change any fields that currently use source_ID or source_game_id to source_app_ID.

You can no longer receive source IDs. The information may still be present in your own internal BI tools or through your attribution partner.

There shouldn’t be any other changes.

If you are using the source_game_id or source_id field from Stats API to retrieve cost and other data, you can redirect your API to use the new source_app_id field post migration.

Yes. Please log in to the new dashboard with the same credentials that you used before.

You must have owner or manager privileges to add new members to an organization. To do so, follow these steps:

1. Sign in to your Unity account
2. Select Organizations on the left navigation bar. This displays a list of organizations associated with your account.
3. Navigate to the organization you wish to add a new member to, then select the Manage settings icon.
4. On the organization profile page, select Members & Groups from the left navigation bar.
5. Select + Add members.
6. Enter emails manually or copy paste from a list of emails. To add multiple members, separate email addresses with a space or comma, or enter each email on a new line.
7. Select a role for the new members you’re adding, then select Next. Note that you can only assign roles that are equal or less than your role.
8. Review the settings, then select Invite members.

The most common cause of this is viewing the wrong organization. When you create a new UDN account, it also creates a new organization for you, but does not automatically set that organization as the default for that email. Verify that the correct organization is selected in the top-right corner of the dashboard. If you do not have access to the correct organization, you may request that the organization’s owner adds you. If the problem persists, please contact Ad Ops.

Our machine learning algorithm will always work to find the best users for you. However, there are two main factors that contribute to a successful ad campaign:

• Use engaging creatives that drive conversion rate.
• Make competitive CPI bids.

The key to success is high user engagement. For more tips, please see documentation on Optimizing campaigns. We will continue updating this article to help you get the most out of your advertisements!

Yes! Cross-Promotion is an open beta feature that allows publishers to backfill ad Placements with promotions for their own games. A Cross-Promotion works just like regular advertisements, but drives traffic to your own apps. For more information on setting up a cross-promotional Campaign, click here.

Yes. Please contact the Ad Ops team to inquire about blocking specific apps by their ID.

During the course of a campaign, it is natural to see some performance fluctuations. Though the figure may vary from campaign to campaign, a 10-15% variation from week to week is considered normal. However, a greater spike than this might indicate a deeper issue.

Some factors contributing to a decrease in volume include:

• Underperforming creatives: A gradual decrease in volume over time can suggest ad fatigue. The introduction of a new creative that resonates less with your audience can also cause decreased conversion rates, and thus a decrease in volume.
• A change in the competitive advertiser-side landscape: Our inventory is constantly changing and growing. Occasionally new campaigns vastly outperform the rest of our platform, thus receiving preferential publisher inventory. If this happens, you can raise your bids to compete for this inventory.
• A change in publishers: Rarely, a publisher will remove their traffic from the inventory altogether.
• A tracking issue: This could be due to an outage in your third-party tracking service, or an uncommunicated change to the postback or tracking URLs.

On the other side of the coin, the inverse reasons can cause increases in volume:

• The addition of a well-matched publisher: We constantly add new publishers. If we happen to add a publisher whose users are particularly engaged with your ads, you may see volume suddenly skyrocket.
• High-performing new creatives: Advertisers often see noticeable volume increases after conducting a trailer refresh. Rotating in new trailers approximately once per quarter is a best practice if resources permit.

With the release of Android 12, users are now able to opt-out of receiving personalized ads. In order to support these changes, Unity is automatically updating tracking link URLs for all Android campaigns as of February 04 2022. Advertisers do not need to take any action as this change will be made automatically.

The difference between Google’s privacy changes and Apple’s is that Android users will be opted-in by default, as opposed to opted-out. Therefore, the opt-in rate on Android is expected to remain significantly higher than on iOS.

In order to support these changes, Unity is automatically updating tracking link URLs for all Android campaigns, starting with Appsflyer. Advertisers do not need to take any action as this change will be made automatically.