Unity & In-App UA
ROAS
Return on ad spend — revenue generated per unit of ad spend, the core optimization goal for in-app UA where campaigns bid toward a target return.
On Unity and other ML networks, ROAS is a dial you set on purpose: you tell the system the return you need and it bids toward it, which is very different from Facebook-style manual scaling. The bid becomes math, and the model needs clean revenue events to chase the right users.
ROAS only works if the revenue signal reaching the network is real and timely, which is why MMP hygiene and postbacks matter more than the ROAS target itself. The pitfall is setting an aggressive ROAS goal on top of broken tracking, then wondering why the model cannot find volume.
In buyer speech
“We set the ROAS goal deliberately and let the model chase it; the number held once the deposit events were reconciled with the MMP.”