Unity & In-App UA
IAP
In-app purchase: a payment made inside an app, such as a coin pack in a social casino game, and the revenue event most in-app ROAS campaigns optimize toward.
IAP, in-app purchase, is revenue a user pays inside an app: a coin pack in a social casino game, a subscription, an item. It is the counterpart of IAA, in-app advertising, where the app earns by showing ads; apps that do both run hybrid monetization. Purchases are concentrated among a small share of users, which is why whales carry the economics and why ad networks try to predict purchase likelihood when they bid.
For acquisition this means the purchase event has to reach the network with its value. ROAS campaigns on Unity Ads or Moloco read revenue through the MMP; send only the event without the amount and the model optimizes for buyers of the cheapest pack. In real-money iGaming the deposit with its value plays the same role; in social casino the IAP itself is the event.
In buyer speech
“Send the IAP with its value through the MMP, or the network will keep buying users who stop at the cheapest coin pack.”