Unity Vector Expands to D28 ROAS Ad Revenue and Hybrid Monetization Models
Capture long-term player value with new D28 Ad Revenue ROAS and Hybrid ROAS campaigns – now completing Unity’s current ROAS suite across IAP, Ad Revenue, and Hybrid monetization models.
Following the launch of D28 IAP ROAS earlier this year, Unity Vector is now expanding to support two new campaign types: D28 Ad Revenue ROAS campaigns and D28 Hybrid ROAS campaigns.
These new additions extend D28 optimization to advertisers monetizing through ads or a mix of ads and in-app purchases, making it easier to acquire users whose value builds over time through ad engagement, purchases, or both.
With this launch, Unity Vector now offers a complete D28 ROAS suite across the major mobile game monetization models: IAP, Ad Revenue , and Hybrid (IAP + Ad Revenue)
What’s New
D28 Ad Revenue ROAS
D28 Ad Revenue ROAS is designed for games where ad revenue is the primary monetization stream.
Advertisers set a D28 ROAS target by country, and Unity Vector predicts each user’s likely ad revenue over 28 days, dynamically adjusting bids to optimize toward that target.
This campaign type is especially useful for games where:
- ad engagement builds over time
- retention is a key driver of monetization
- a meaningful share of ad revenue happens beyond the first week
Based on Closed Beta results, D28 Ad Revenue ROAS delivers significantly higher retention and ARPU by leveraging Vector’s deep-funnel learnings.¹
- 90% showed higher D28 retention vs D7, with a median uplift of +62%
- 67% showed higher D28 total ARPU vs D7, with a median uplift of +68%
D28 Hybrid ROAS
D28 Hybrid ROAS is designed for games where both in-app purchases and ad revenue contribute meaningfully to user value.
Instead of optimizing separately for early IAP or early ad engagement, Hybrid D28 ROAS helps advertisers optimize toward a combined 28-day revenue signal. This makes it easier to acquire users whose total value would be underrepresented in a shorter or single-stream optimization window.
Based on Closed Beta results, D28 Hybrid ROAS delivers significantly higher retention and ARPU by leveraging Vector’s deep-funnel learnings.¹
- 88% showed higher D28 retention vs D7, with a median uplift of +76%
- 59% showed higher D28 total ARPU vs D7, with a median uplift of +41%
Why D28 Matters
In many mobile games, not all valuable users monetize in the same way or on the same timeline. Some players watch more ads after they build a habit, some make purchases later in their progression, and many hybrid users generate value through a mix of both.
D0 and D7 find users who monetize early. D28 is designed to complement it by helping advertisers reach users whose value builds beyond the first week. These strategies work best together, not as replacements for one another.
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¹ Based on internal Unity closed-beta analysis comparing D28 campaigns against paired D7 campaigns. Results reflect games included in the beta performance evaluation between March 8 – April 8, 2026 on a per-game basis. Individual results may vary.