The UA prelaunch checklist: How to set up tracking, events, and postbacks

Welcome to the second article in the series on best practices for growing UA with Unity Ads. This article focuses on how to integrate various data types to drive success on Unity Ads. If you haven’t already, read our first article about how to choose the right campaign type for your game.

Getting your data set up correctly from the start is one of the most important steps you can take for your campaign's success. That’s because effective optimization depends on multiple complementary signals working together, each adding a layer of insight that helps Unity Ads make smarter decisions. It's easy to overlook this step, but missing even one requirement can prevent your campaigns from launching or performing at their best.

Data requirements generally fall into three categories:

P0- Critical MMP integrations that are mandatory for setting up Unity Ads

P1- Configurations that Unity strongly recommends for better data quality

Unity Vector Data Requirement- Recommended in order to fully power Unity Vector

In this article, we’ll explain the data enablement requirements for Unity Ads and Unity Vector so you have everything you need to optimize your campaigns.

MMP integration basics

Your Mobile Measurement Partner (MMP) setup is one of the first items you’ll need to address as you start using Unity Ads. To get started, enable event forwarding from your MMP partner. Then, Unity will validate incoming data to help ensure required fields and formats are present for bid and budget optimization. These are the required fields you should focus on:

In addition to these Essential MMP Requirements, Unity also recommends that you provide the following additional signals in your MMP setting.

Before adding a new game to Unity Ads, you must ensure at least two weeks of unattributed data is available. This allows Unity's system to properly calibrate and exit the learning phase faster.

Unity validates all of the above incoming data from the advertiser’s MMP to help ensure all required fields and formats are present for corresponding campaign optimizations. If a potential issue around compliance of the P0 or P1 rules are detected, the dashboard will show a notification with severity, a plain-language description, and a link to MMP-specific resolution instructions.

Unity Vector-Specific Data Requirements

Unity Vector's optimization engine performs best when it has access to a rich set of data signals to inform optimization decisions. This includes data from your MMP, SDK, Google Analytics, Runtime Data, IAP, and in-app permissions, each contributing a different layer of insight.Some of these sources require an integration or access grant from your side to become available to Unity Vector. For example, Google Analytics and Runtime Data have an additional permission layer that requires your consent for Unity to access these signals. We strongly encourage all customers to complete each of these enablement steps, as the richer and more complete your signal coverage, the better Unity Vector can optimize for your goals. For a full breakdown of what each data source requires, refer to the checklist below.

*Also P1 requirement

Sending valid install signals

Install signals are critical for connecting acquisition, conversion, and player value signals. To send valid install signals for Unity Ads, two prerequisites must be met: mapping the correct game ID in your MMP data, and testing your install using the Unity Ad Testing app. The Ad Testing app, available on the Apple App Store and Google Play Store, supports self-served install testing. Follow the instructions within the app, and on the UA dashboard. Click Test attribution link to get the QR code.

Understanding event mapping for IAP and ad revenue

If you’re implementing ROAS campaigns to target users who are most likely to spend on IAPs or watch ads, event mapping is a critical prerequisite. Event mapping helps to ensure your MMP sends the right game events to Unity in a format Unity can use for optimization. Without proper event mapping, Unity's ROAS campaigns don't receive the revenue data needed to make accurate predictions.

Event mapping helps to ensure that Unity recognizes which events are purchases vs. ad revenue vs. other events, the event data is in the correct format, and required fields (like revenue value) are included.

For IAP D7, D28, or hybrid campaigns, you’ll need to make sure you have a valid purchase event with the revenue amount attached. Likewise, if you’re planning to run Ad D0, D7, D28, or hybrid campaigns, you’ll also need a valid ad revenue event with the revenue value.

For more details on how to enable events in Unity, refer to the documentation for your specific MMP partner:

• Appsflyer
• Adjust
• Singular
• Tenjin
• ByteBrew

Postback windows: Why you need at least 180 days

The minimum postback window for Unity Ads is 180 days, but to fully power Unity Vector capabilities, a lifetime in-app event postback window is recommended. Here’s why 180 days is the minimum threshold. Unity offers ROAS campaigns with different optimization windows:

• IAP D7 – 7-day cohort
• IAP D28 – 28-day cohort
• Ad D0 – Day 0 cohort
• Ad D7 – 7-day cohort
• Ad D28 – 28-day cohort
• Hybrid D7 – 7-day cohort
• Hybrid D28 – 28-day cohort

The 180-day window helps to ensure Unity receives events well beyond these cohort windows. However, the model works best when it has historical data across multiple cohorts to learn user behavior patterns over time, which typically requires several months of post-install activity per user. Without a sufficient postback window, Unity never sees the full user lifecycle, which leads to incomplete data and inaccurate predictions and can negatively impact ROAS optimization.

The minimum 180-day postback window provides a substantial buffer to understand long-term monetization patterns, such as late IAP purchases or delayed ad engagement. However, a lifetime postback window is recommended because it helps to ensure Unity sees complete user value no matter when users choose to monetize, whether that's weeks, months, or even years after installation.

What happens when required data is missing?

It is important to follow the critical data requirement, especially the P0 requirements. Starting from May 27th 2026, failure of any P0 tier validation will lead to limitations around campaign activation. For ROAS campaigns specifically, missing revenue values in events breaks the core optimization mechanism since Unity calculates bids using the formula: Bid = Predicted revenue / ROAS target. Without revenue values, Unity cannot predict revenue or calculate appropriate bids, making ROAS optimization difficult.

Insufficient event data also prevents campaigns from exiting the learning phase, which delays stable performance. IAP ROAS campaigns need 75 unique D7 purchasers, Ad Revenue ROAS campaigns need to reach a threshold of 1,000 installs with more than $1 USD spent, and Hybrid ROAS campaigns need to hit both.

Finally, while Unity Vector requirements (like organic indicators, unattributed events, lifetime postbacks, and the Unity SDKs) aren't mandatory to launch, their absence may impact measurement or performance and prevents Unity Vector from functioning at full capacity.

Power your campaigns with the right data

Data is the fuel that enables Unity Ads and Unity Vector to target the right users and help you meet your user acquisition (UA) goals. Each piece of data you provide gives Unity additional insights that will power your campaigns for optimal results. That’s why understanding your specific data needs is essential for your campaign’s success.

Get deeper insights on Unity Ads and Unity Vector data requirements.

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