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Advertising FAQs

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Billing FAQs

Reach Extension FAQs

Migration to Source App ID FAQs

Advertising account FAQs

Campaign performance FAQs

Billing FAQs

Note: Cost per impression (CPM) billing is only available for iOS 14 and above.

What is cost per impression billing?

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.

Why am I being moved to CPM billing?

The most probable reason is that Unity is no longer receiving non-aggregated install attribution data from you or your MMP. Because of this, we cannot correctly charge you based on installs, therefore, you are being moved to impression-based billing.

How does Unity CPM billing differ from traditional industry CPM?

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.


This feature is only available for iOS 14 and above.

What is Target CPI?

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.

Reach Extension FAQs

What is reach extension?

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

Can I convert an existing campaign into a reach extension campaign?

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

What geos are supported?

Reach extension inventory is available for all geographical areas.

What targeting is available?

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.

Which ad formats are supported by reach extension?

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

How do we evaluate reach extension performance?

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

How can I track the quality of reach extension supply?

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).

Can I opt out of including reach extension inventory in my campaign?

Yes, please contact support for more information.

Migration to Source App ID FAQs

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.

What has changed?

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.

What should I expect after the migration?

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.

How will these new identifiers affect the format?

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.

Will anything else with my campaign workflow change?

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.

How long will I be able to view data from the previous source 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.

Can I expect any other changes with my reporting in my attribution partner portal or through Unity?

There shouldn’t be any other changes.

How does this impact stats API?

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.

Advertising account FAQs

Can I access the new dashboard with the same login credentials as before?

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

How do I add users to my organization?

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.

Why can’t I see my apps?

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.

Campaign performance FAQs

How can I improve my campaign’s performance?

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!

Can I configure Campaigns to promote my other games?

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.

Can I block specific apps from showing my campaign?

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

Why did my install volume change?

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.
Still need help? Get in touch!
Last updated on 20th Jan 2021