advertising - unity-cn/unityads-help-cn GitHub Wiki
/*
Title: Advertising FAQs
Sort: 100
*/
- What is cost-per-impression (CPM) billing?
- How does Unity CPM billing differ from traditional industry CPM?
- What is Target CPI?
- 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 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?
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.
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.
是的。请通过以前使用的相同凭据来登录新控制面板。
必须拥有所有者或管理员权限才能向组织添加新成员。要执行此操作，请遵循以下步骤：
1.登录 Unity 帐户 2.在左侧导航栏中选择 Organizations。此时将显示与帐户关联的组织列表。 3.导航到希望添加新成员的组织，然后选择 Manage 设置图标。 4.在组织配置文件页面上，从左侧导航栏中选择 Members & Groups。 5.选择 + Add members。 6.手动输入电子邮件地址或从电子邮件地址列表中复制粘贴。要添加多个成员，请使用空格或逗号分隔电子邮件地址，或在每一行输入每个电子邮件地址。 7.为需要添加的新成员选择一个角色，然后选择 Next。请注意，您分配的角色的权限不能超过您的角色的权限。 8.确认设置无误后，选择 Invite members。
这种情况最常见的原因是查看了错误的组织。创建新的 UDN 帐户时，也会为您创建新的组织，但不会自动将该组织设置为该电子邮件地址的默认组织。验证是否在控制面板的右上角选择了正确的组织。如果您无权访问正确的组织，可以请求组织的所有者添加您。如果仍有问题，请联系广告运营团队。
我们的机器学习算法将始终为您查找最佳用户。但是，有两个主要因素可以促成广告Campaign取得成功：
- 使用引人入胜的广告素材提高转化率。
- 提供有竞争力的 CPI 出价。
成功的关键在于高用户参与度。如需了解更多提示信息，请参阅有关优化广告Campaign的文档。我们将继续更新这篇文章，帮助您充分发挥广告的作用！
是的！交叉推荐 (Cross-Promotion) 是一项开放的测试版功能，允许发行商在广告位中backfill自己游戏的推广。交叉推荐与常规广告类似，但可以为您自己的应用程序带来流量。有关设置交叉推荐广告Campaign的更多信息，请单击此处。
是的。请联系广告运营团队了解如何按 ID 阻止特定应用程序。
在广告Campaign投放期间，看到一些效果数据波动是很正常的。虽然数字可能会因广告Campaign而异，但通常认为，周与周之间 10-15% 的变化属于正常现象。但是，如果峰值大于这个范围，可能表明存在更深层次的问题。
导致安装量减少的一些因素包括：
- 表现不佳的广告素材：安装量随着时间的推移逐渐减少可能表明出现广告疲劳。如果投放的新广告素材与观众产生的共鸣较少，也可能降低转化率，从而减少安装量。
- 竞争性广告主格局发生变化：我们的广告资源在不断变化和增加。有时，新广告Campaign的表现远远超过我们平台的其余广告Campaign，因此会获得优先的发行商广告资源。如果发生这种情况，您可以提高出价来竞购此广告资源。
- 发行商发生变化：在极少情况下，发行商会完全从广告资源中移除他们的流量。
- 跟踪问题：发生这种问题的原因可能是您的第三方跟踪服务中断，或者未经沟通的对回传或跟踪 URL 进行了更改。
另一方面，相反的原因可能会导致安装量增加：
- 添加了匹配度很高的发行商：我们会不断添加新发行商。如果我们恰巧添加了一家发行商，他们的用户特别关注您的广告，那么您可能会看到安装量突然飙升。
- 效果出色的新广告素材：在进行预告片换新后，广告主通常会看到明显的安装量增加。如果资源允许，最好能够大约每季度轮换一次新预告片。