UA Campaign

The UA Campaign section is designed for managing advertising campaigns imported into the system from MMP grabbers (such as Adjust and AppsFlyer). Here, you can review campaign data, adjust key parameters, and manage essential settings — including campaign type, traffic source, and campaign status.

These parameters directly affect the accuracy of analytics and the UA Predict report, which displays predictive campaign performance data based on structure, efficiency history, and acquisition model.

If the campaign type is not specified, it is automatically assigned the status Just Created Campaign, meaning that the campaign is unlabeled (unknown) and excluded from predictive calculations.

Purpose

The UA Campaign section connects imported MMP data with internal analytics. Correct campaign configuration ensures accurate interpretation of spend, revenue, and predictions in analytical reports.

Each campaign listed in this section represents a link between the “raw” MMP data (from Adjust or AppsFlyer) and all subsequent analytical layers — from performance reports to predictive models in UA Predict.

Main Fields

Application

The application to which the campaign belongs. This field is automatically filled during import from MMP grabbers (such as Adjust and AppsFlyer) and cannot be edited manually. It links campaigns to the correct app and ensures accurate aggregation of analytics data.

Type

Defines the campaign’s traffic acquisition model and determines how performance metrics are calculated. The Type field directly impacts analytics and predictive models in the UA Predict report.

Ad Network

The advertising network through which traffic is purchased (e.g., Unity Ads, AppLovin, IronSource, Mintegral, etc.). Represents the actual buying partner, not just the MMP data source.

Media Source

The traffic source as defined in the MMP grabber (e.g., Adjust or AppsFlyer). Automatically imported and not editable in the UA Campaign interface — the original value from the MMP is preserved.

Original Network Name

The original campaign or source name as transmitted by the MMP grabber. Maintains linkage with the raw data even if names are standardized or renamed within the system.

Name

The campaign name imported from the MMP grabber. Used to identify campaigns and link them to creatives or performance data.

Status

Indicates the current state of the campaign:

  • Running — active campaign, automatically detected based on MMP activity;
  • Archived — manually marked as inactive by the user.

Additional Data Imported from MMP Grabbers

In addition to campaign data visible in the UA Campaign section, the system also imports supplementary attributes from Adjust and AppsFlyer, including:

Promo Campaign

Imported directly from MMP grabbers (e.g., Adjust or AppsFlyer) without modification. Represents internal campaign identifiers — such as promo directions, special offers, or testing labels.

This field is not displayed in the UA Campaign form, but it is used internally for mapping and analytics purposes.

Campaign Types (Type)

Each UA campaign must have a defined Type. This determines how the system interprets traffic acquisition models, calculates performance metrics, and includes the campaign in predictive calculations in the UA Predict report. Campaigns without a defined type remain Just Created (unknown) and are excluded from predictions.

Ad ROAS Campaign

Campaigns optimized for Return on Ad Spend (ROAS). Used when the main KPI is ad revenue efficiency (e.g., achieving a specific ROAS target).

CPI Campaign (Cost Per Install)

Traffic is paid per app install.

CPE Campaign (Cost Per Event)

Traffic is paid per specific in-app event (e.g., registration, level completion, subscription).

CPP Campaign (Cost Per Purchase)

Traffic is paid per in-app purchase or transaction.

CPC Campaign (Cost Per Click)

Traffic is paid per click.

CPM Campaign (Cost Per Mille)

Traffic is paid per 1000 ad impressions. Common for branding or awareness campaigns.

CPA Campaign (Cost Per Action)

Traffic is paid per user action (e.g., registration, checkout, trial start).

Retargeting Campaign

Campaigns aimed at reactivating existing users who have previously installed the app.

Cross-Promo Campaign

Used to promote one app within another app owned by the same publisher.

Branding Campaign

Awareness or brand recognition campaign — not focused on conversions.

Other

Temporary classification for campaigns that don’t fit predefined types.

System Notification for Campaigns Without Type

When a user connects a new project and campaign import begins, the system checks for missing Type values. If one or more campaigns have no defined type, a notification appears at the top of the screen:

  • 🔔 Notification text: UA Campaign type isn’t defined. Set the campaign type to ensure it operates correctly.
  • 💡 Interactivity: The notification includes a clickable “Go to Campaigns” button that redirects the user to the campaign list, where the missing types can be manually assigned.
  • ⏱ Dismissal logic: Once all campaigns have a defined type, the notification disappears within 300 seconds (5 minutes). If even one campaign remains without a type, the notification stays active.

Best Practices

  1. Assign the campaign type immediately after import. This ensures accurate inclusion in analytics and predictive calculations.
  2. Do not edit system fields imported from MMP grabbers. Fields such as application, media_source, and other parameters must always match Adjust or AppsFlyer data.
  3. Choose the correct type according to the acquisition model.
    • Installs → CPI Campaign
    • In-app events → CPE Campaign
    • Purchases → CPP Campaign
    • Reactivation → Retargeting Campaign
  4. Avoid keeping “Other” as a permanent type. It is meant only as a temporary classification.
  5. Monitor system notifications about undefined campaign types. They help maintain clean analytics and consistent data in the UA Predict report.
  6. Use statuses consistently. Running is updated automatically based on MMP activity, while Archived is set manually.
  7. Use the Type = Just Created filter to find untagged campaigns. This helps quickly locate and classify new campaigns.
  8. MMP data synchronization happens automatically. Any changes in Adjust or AppsFlyer (e.g., campaign names) are updated during the next sync cycle.

Summary

The UA Campaign section is the core configuration layer that ensures data integrity across user acquisition analytics.Properly assigned parameters guarantee that campaigns are fully represented in reports and that the UA Predict report produces accurate, model-based forecasts.