Unity Vector Expands D28 ROAS for Ad Revenue & Hybrid Models

Unity Vector has launched two new campaign types—D28 Ad Revenue ROAS and D28 Hybrid ROAS—extending its ROAS optimization to advertisers relying on ad revenue or a mix of ads and in-app purchases. D28 Ad Revenue ROAS targets games where ad engagement grows over time, with closed beta results showing that 90% of participants achieved higher D28 retention (median +62%) and 67% saw higher D28 total ARPU (median +68%) compared to D7 campaigns. D28 Hybrid ROAS combines IAP and ad revenue signals; beta results indicate 88% of participants saw higher D28 retention (median +76%) and 59% saw higher total ARPU (median +41%).

These new options complement the existing D28 IAP ROAS, forming a complete suite across all major mobile game monetization models. The key insight is that D28 optimization captures users whose value accrues beyond the first week, a segment missed by D0/D7 strategies. For ad ops decision-makers, this means the ability to bid more accurately for high-LTV users, particularly in games with delayed monetization patterns.

Actionable takeaways: Advertisers should test D28 ROAS campaigns alongside existing D7 campaigns to capture a broader user base; adopt D28 Ad Revenue ROAS for ad-monetized games with strong retention, and D28 Hybrid ROAS for mixed-revenue games; and use Unity's dashboard to set country-level ROAS targets.