Hi Creators,

This May, we are introducing several key upgrades to Ads Manager, including a new Earnings campaign objective, enhanced attribution logic for more accurate reporting, and new user segmentation filters.

New Earnings Objective Now Live

Over the coming weeks, creators will be able to select ‘Earnings’ as a campaign objective. This is a great option for creators with well-monetized games (high average revenue per user) who want to reach more players likely to spend in their game. In our early testing, creators saw earnings attributed to ads that were meaningfully higher than Plays campaigns, with most being return-on-ad-spend (ROAS) positive within 30 days.

Initially, this will only be available to games that meet an eligibility threshold demonstrating adequate monetization. We will relax this threshold to make it available to more creators as we continue to learn more. Eligible creators who want to use this objective should select “Earnings” as an objective option in campaign setup.

More Accurate Ads Reporting

Our goal with ad reporting is to provide an accurate reflection of performance to help you make the best decisions about your investment. To support this, we have updated our attribution logic.

Starting from today, we are decreasing attribution (i.e., the credit ads take) for users where ads have played an assisting role, and are increasing attribution where ads have played a leading role. Depending on your tactics, you may see metrics increase or decrease.

Enhancing Our Reporting Filters

We’re also rolling out reporting filters that can help you better understand the impact of your ads on specific user types. You can now see exactly how ads impact different user segments, and dive into the results of ad campaigns by aligning your reporting with your specific goal.

For example:

• New Users: Track your acquisition of first-time players;
• Returning Users: See how ads keep existing players;
• Resurrected Users: Measures how ads are helping you re-engage players who haven’t played in a while.

For more details on our attribution model or reporting filters, please see our documentation.

New, Larger Tile, Now in Managed Beta

We are providing select creators with the ability to run ads using our new featured tile on Home. This provides an opportunity to gain a prominent placement and currently requires a minimum $5K USD campaign investment. If you are interested, please sign up through this form.

The feature tile can be particularly impactful for well-known games looking to drive more awareness. We’re continuing to experiment with ways to make this new tile as effective as possible.

Quality of Life Updates

We’re continuing to listen to your feedback to improve the Ads product. Here are a few other updates!

• Creators can now add 25 thumbnails to their campaigns, up from 10.
• We’ve updated our optimization flow so that users can now adjust budgets in live campaigns.

As always, we’re continuing to listen to your feedback as we build a product centered around your growth. Please share any feedback or questions in the comments.

Thanks!

-Daguerrotypewriter

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