Introducing Vector-Powered D28 IAP ROAS Campaigns & Simplified ROAS Campaign Onboarding

Today, we are launching two major upgrades to Unity’s user acquisition capabilities powered by Vector: D28 IAP ROAS campaigns and simplified ROAS campaign onboarding. D28 IAP ROAS CampaignsD28 IAP ROAS campaigns powered by Vector can now help you scale your campaigns to acquire users with higher retention and stronger long-term value. This is particularly valuable for games focused on in-app-purchases (IAP) with longer payback periods, where significant IAP revenue tends to occur well beyond the first week post-install.Unlock Incremental Value & Maximize Overall Returns: By running D28 alongside D7 campaigns, advertisers can unlock new, high-value user segments who spend beyond Day 7 that drive incremental growth to capture both long- and short-term value, maximizing overall returns.Powered by Vector: Set your D28 ROAS targets directly in the dashboard, and our models will predict the revenue a user is likely to generate over 28 days and dynamically adjust bids to optimize towards the target.Our partners are already seeing strong results with D28 IAP ROAS campaigns, including Homa who saw a 14% uplift in D28 ARPU¹ compared to their D7 IAP ROAS campaign over the same period and a 63% uplift in D28 retention². See case study here.Simplified ROAS Campaign OnboardingWe’ve now simplified the ability for advertisers to launch Vector-powered ROAS campaigns with a new onboarding flow in Unity Ads that assists with data readiness to give advertisers direct access to configure and launch ROAS campaigns.Direct Access to Vector-powered ROAS Campaigns: Advertisers can now launch ROAS campaigns directly within the Unity Ads user acquisition dashboard globally. We’ve also made it more intuitive for users to understand any data enablement and validation steps needed to launch their ROAS campaigns.Optimized and Transparent Learning Phase: With Vector, the data requirements and learning phase have been improved to make it easier and faster for ROAS campaigns to go live and scale. You’ll know when the campaign is still in its learning phase and accumulating data for Vector through a campaign status of “Learning”, and once the data threshold is reached, the campaign will be set to “Live”.Ready to Level Up with Vector?Log in to get started.¹ Source: Internal Unity Data, based on Homa campaigns. Cohorted D28 ARPU & D28 retention measured June 2025 to December 2025.² Source: Internal Unity Data, based on Homa campaigns. Cohorted D28 retention measured from June 2025 to December 2025.