原文来源：D7 or D28 IAP ROAS campaigns? The answer is both — Unity Blog
Scaling mobile games has changed. User acquisition (UA) is no longer about finding players who convert quickly, and it hasn’t been for some time. To drive incremental scale, today’s UA campaigns need to focus on acquiring the right players who generate long-term lifetime value (LTV) or risk their sustainability.To meet this need, Unity Ads powered by Unity Vector has expanded its optimization capabilities with the D28 IAP ROAS optimizer.For studios and publishers running UA campaigns on Unity Ads, this adds a new optimization window and expands targeting capabilities. D28 IAP ROAS campaigns help advertisers acquire users with higher retention and stronger long-term value by optimizing for return on ad spend (ROAS) over a 28-day post-install period.But this new capability raises important strategic questions - do D28 campaigns make D7 campaigns obsolete? Will they cannibalize each other's performance? Which campaign type should you prioritize?The answer: Prioritize and run both.TL;DR:D7 and D28 IAP ROAS campaigns capture different player cohorts.D7 optimization provides rapid campaign validation and early revenue signals.D28 optimization captures players with longer monetization curves, who make up over 60% of high-value spenders.Unity Vector uses first-party gameplay data to simultaneously optimize both windows without bidding against yourself.The benefits and costs of D7 and D28 IAP ROAS campaignsA quick primer. IAP ROAS (in-app purchase return on ad spend) optimizers use machine learning to predict which users are most likely to make purchases in your game. These optimizers dynamically adjust bids to acquire high-value players while aiming to meet your target ROAS. The "D7" or "D28" refers to the optimization window, or how far into the player's journey the model predicts the player will generate revenue.Each campaign type has its unique strengths and blindspots. D7 and D28 IAP ROAS campaigns aren't competing strategies, but complementary systems designed to capture different player cohorts.Effective UA can determine which games just survive and which thrive, and both campaign types help games realize revenue potential and sustain long-term viability. The most effective UA strategies treat D7 and D28 as complementary optimization windows rather than a trade-off: D7 provides the velocity to scale quickly by optimizing for early IAP revenue and supplying signals to Unity Vector, while D28 provides greater IAP revenue through longer cohorts. By running both, UA managers are more likely to capture an improved performance throughout the entire value curveHow Unity’s D28 IAP ROAS optimizer prevents D7 cannibalizationThe question remains that if both campaign types bid on impressions in the same inventory, won’t they compete against each other and drive up costs?Unity's analysis of D28 converters reveals that only 38% of users who convert with in-app purchases by D28 spend in the first week. In other words, roughly two-thirds of high-value D28 spenders showed no early IAP conversion signals whatsoever.These aren’t players who nearly converted on D7 but needed a few more days. They’re a different player cohort with different motivations, engagement patterns, and conversion triggers.This is where Unity Vector's support is vital. Traditional optimization models can only see what happens after a user installs: Did they convert? How much did they spend? Unity Vector enables Unity IAP ROAS optimizers to see something more.Because Unity powers both game creation and user growth, Unity Vector has unique visibility into player behavior and patterns.Unity Vector combines holistic player and game intelligence to understand why certain players match with certain games, and when they're likely to convert. It uses both attributed data and unattributed data, like cross-game behavioral patterns and aggregate cohort insights, to distinguish between these player types at the moment of bid decision.The future of ROAS optimization with Unity VectorWhen UA efficiency increasingly plays a large role in which games succeed and which fail, leaving only 38% of IAP converters addressed isn't viable. And without the early converters of D7 campaigns, optimizers have less signals and businesses have less to invest in their late-game campaigns.Both are necessary. And with Unity Vector powering both optimization windows, these Unity Ads campaign types can deliver better results as the model learns from Unity's place at the intersection of game creation and growth.The architectural decision to optimize for holistic player and game intelligence means Unity Vector's optimization capabilities improve alongside games as they evolve and player behaviors shift - allowing Unity Vector to provide later LTV predictions as the market demands increasingly longer optimization windows. Ultimately, this ensures Unity is able to help creators build games that players love to play, and turn those games into profitable, sustainable businesses.Ready to expand your optimization strategy? Get started.Source: Internal Unity data, D7 IAP/D28 IAP Comparative Analysis, April 2024 - February 2025
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原文来源：D7 or D28 IAP ROAS campaigns? The answer is both — Unity Blog
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扩展移动游戏已发生变化。用户获取（ UA ）不再是寻找快速转换的玩家，而且已经有一段时间了。为了推动增量扩展，今天的UA广告系列需要专注于获得产生长期终身价值（ LTV ）或冒着可持续性风险的合适玩家。为了满足这一需求，由Unity Vector提供支持的Unity Ads通过D28 IAP ROAS优化器扩展了其优化功能。对于在Unity Ads上运行UA广告系列的工作室和发布商，这增加了一个新的优化窗口，并扩展了定位功能ilities. D28 IAP ROAS广告系列通过优化安装后28天的广告支出回报率（ ROAS ） ，帮助广告客户获得更高的留存率和更强的长期价值。但这种新功能提出了重要的战略问题- D28广告系列是否会使D7广告系列过时？他们会互相蚕食对方的表现吗？您应该优先考虑哪种活动类型？答案：优先考虑并运行两者。TL; DR ： D7和D28 IAP ROAS活动捕获不同的玩家队列。D7优化提供快速的活动验证和早期收入信号。D28优化捕获具有较长货币化曲线的玩家，这些玩家占高价值消费者的60 ％以上。Unity Vector使用第一方游戏数据同时优化两个窗口无需对自己出价。D7和D28 IAP ROAS活动的收益和成本快速入门。IAP ROAS （应用内购买广告支出回报率）优化器使用机器学习来预测哪些用户最有可能在您的游戏中进行购买。这些优化工具会动态调整出价，以获取高价值玩家，同时实现目标ROAS。“D7”或“D28”是指优化窗口，或模型预测玩家将产生收入的玩家旅程有多远。每种战役类型都有其独特的优势和盲点。D7和D28 IAP ROAS活动不是相互竞争的策略，而是旨在捕捉不同玩家群体的互补系统。有效的UA可以确定哪些游戏刚刚存活下来，哪些蓬勃发展，两种活动类型都有助于游戏实现收入潜力并维持长期生存能力。最有效的UA策略将D7和D28视为互补的优化窗口，而不是权衡： D7通过优化早期IAP收入并向Unity Vector提供信号来提供快速扩展的速度，而D28通过更长的队列提供更大的IAP收入。通过运行两者， UA经理更有可能在整个价值曲线中获得更好的性能Unity的D28 IAP ROAS优化器如何防止D7蚕食问题仍然存在，如果两种活动类型都对同一库存中的曝光量出价，它们是否会相互竞争并推高成本？ Unity对D28转换器的分析显示，只有38% 的用户通过应用内购买第一周按D28支出计算。换句话说，大约三分之二的高价值D28消费者没有表现出任何早期的IAP转换信号。这些不是几乎在D7上转换的玩家，而是需要几天时间的玩家。他们是不同的玩家群体，具有不同的动机、参与模式和转化触发因素。这就是Unity Vector的支持至关重要的地方。传统的优化模型只能看到用户安装后会发生什么：他们是否进行了转化？他们花了多少钱？Unity Vector使Unity IAP ROAS优化器能够看到更多内容。由于Unity同时支持游戏创建和用户增长，因此Unity Vector对玩家行为和模式具有独特的可见性。Unity Vector结合了整体玩家和游戏智能，以了解为什么某些玩家与某些游戏匹配，以及他们何时可能转换。它使用归因数据和未归因数据，如跨游戏行为模式和聚合队列见解，在出价决策时区分这些玩家类型。使用Unity Vector进行ROAS优化的未来当UA效率在游戏成功和失败中发挥越来越大的作用时，只剩下38%的IAP转换器是不可行的。如果没有D7战役的早期转换器，优化器的信号较少，企业在后期战役中的投资也较少。两者都是必要的。随着Unity Vector为两个优化窗口提供动力，这些Unity Ads活动类型可以在模型从Unity在游戏创建和增长的交叉点学习时提供更好的结果。优化整体玩家和游戏智能的架构决策意味着Unity Vector的优化能力随着游戏的发展和玩家行为的转变而提高-允许Unity Vector提供后期的LTV预测，因为市场需要越来越长的优化窗口。最终，这确保了Unity能够帮助创作者构建玩家喜欢玩的游戏，并将这些游戏转化为有利可图的可持续业务。准备好扩展您的优化策略了吗？开始使用。资料来源：内部Unity数据， D7 IAP/D28 IAP比较分析， 2024年4月至2025年2月