Introducing Vector-Powered D28 IAP ROAS Campaigns and Simplified ROAS Onboarding | Unity Ads

Unity Ads introduces two major upgrades to its user acquisition platform: D28 IAP ROAS campaigns and simplified ROAS campaign onboarding, both leveraging Vector, Unity's machine learning engine.

**D28 IAP ROAS Campaigns**: These extend the standard 7-day ROAS window to 28 days, targeting games with longer IAP payback periods. By analyzing user behavior over four weeks, Vector predicts revenue and adjusts bids to optimize toward a D28 ROAS target. Running D28 alongside D7 campaigns allows advertisers to capture both short-term and long-term value from distinct user segments. Case study results from partner Homa show a 14% increase in D28 ARPU and a 63% improvement in D28 retention compared to D7 campaigns alone. This is particularly impactful for games where significant IAP revenue occurs after the first week.

**Simplified ROAS Onboarding**: The new flow in Unity Ads dashboard streamlines data readiness checks, validation, and direct configuration for ROAS campaigns. Advertisers need not go through external support; they can now manage everything in-dashboard with clear steps. The learning phase—where Vector accumulates data—is now transparent, with a 'Learning' status until the campaign reaches sufficient data and transitions to 'Live'. This reduces time-to-launch and provides clarity on when campaigns are optimized.

**Actionable Takeaways**: Ad ops decision-makers should test D28 campaigns alongside existing D7 ones to unlock high-retention, high-LTV users. Ensure data readiness by following the new onboarding steps. Monitor 'Learning' status for data accumulation and campaign stability. For IAP-heavy games with longer conversion cycles, D28 ROAS is essential to avoid undervaluing users who monetize later. These tools can significantly improve ROAS and retention metrics when properly configured.