{"id":11883,"date":"2024-11-06T10:24:23","date_gmt":"2024-11-06T10:24:23","guid":{"rendered":"https:\/\/tenjin.com\/?p=11883"},"modified":"2025-02-19T09:57:39","modified_gmt":"2025-02-19T09:57:39","slug":"how-to-set-up-and-optimize-roas-campaigns-in-unity-ads","status":"publish","type":"post","link":"https:\/\/tenjin.com\/es\/blog\/how-to-set-up-and-optimize-roas-campaigns-in-unity-ads\/","title":{"rendered":"C\u00f3mo configurar y optimizar campa\u00f1as ROAS en Unity Ads"},"content":{"rendered":"<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"C\u00f3mo configurar y optimizar campa\u00f1as ROAS en Unity Ads\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/1cFdxW1hH04?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"translation-block\">En este post, nuestros socios de Unity Ads nos gu\u00edan a trav\u00e9s de los entresijos de las campa\u00f1as ROAS de Unity Ads, respondiendo a las preguntas clave de los clientes de Tenjin. Cubrimos los diferentes tipos de campa\u00f1as, estrategias para una configuraci\u00f3n exitosa y t\u00e9cnicas de optimizaci\u00f3n probadas para aumentar el rendimiento. Tanto si eres nuevo en Unity Ads como si eres un usuario experimentado, este art\u00edculo te proporcionar\u00e1 valiosos conocimientos y estrategias para elevar tus <a href=\"https:\/\/docs.tenjin.com\/docs\/ad-mediation-revenue-metrics-callbacks?_gl=1*1mz75p1*_gcl_au*NjE1NDg4NTcuMTcyNTk0ODIxMQ..\" target=\"_self\">campa\u00f1as ROAS<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Comprender los objetivos de sus campa\u00f1as para las campa\u00f1as Unity ROAS<\/strong><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img data-recalc-dims=\"1\" decoding=\"async\" width=\"1024\" height=\"579\" src=\"https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2024\/11\/Unity-ROAS-Campaigns-FAQ-1.png?resize=1024%2C579&#038;ssl=1\" alt=\"Objetivos de las campa\u00f1as Unity Ads ROAS\" class=\"wp-image-11978\" srcset=\"https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2024\/11\/Unity-ROAS-Campaigns-FAQ-1.png?resize=1024%2C579&amp;ssl=1 1024w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2024\/11\/Unity-ROAS-Campaigns-FAQ-1.png?resize=300%2C170&amp;ssl=1 300w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2024\/11\/Unity-ROAS-Campaigns-FAQ-1.png?resize=768%2C434&amp;ssl=1 768w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2024\/11\/Unity-ROAS-Campaigns-FAQ-1.png?resize=18%2C10&amp;ssl=1 18w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2024\/11\/Unity-ROAS-Campaigns-FAQ-1.png?resize=1200%2C678&amp;ssl=1 1200w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2024\/11\/Unity-ROAS-Campaigns-FAQ-1.png?w=1440&amp;ssl=1 1440w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n\n\n\n<p>Antes de embarcarte en el viaje de tu campa\u00f1a de Unity Ads ROAS, es crucial definir tus metas y objetivos. Esto no solo te ayudar\u00e1 a seleccionar el tipo de campa\u00f1a adecuado, sino que tambi\u00e9n guiar\u00e1 tus esfuerzos de optimizaci\u00f3n.&nbsp;<\/p>\n\n\n\n<p>Algunos de los objetivos comunes que puede plantearse son<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXfUzIa-Yl41698a72HgeE9mRi0ARZOlNXsLQouTrmSJzEAOlhEyvA5Uxe5MQzX48tjpsDHeHG1ehFh_WW0hSbmdCsynqIN6juSFJ7QJUscbbZxWHJxHOPU1EgSI54BLQi654VBQxUSwjHzTF1KoQb8IagCp?key=Fs7N7Ca50wgotdtn7DjIZMMf\" alt=\"Objetivos de las campa\u00f1as Unity Ads ROAS - 2\"\/><\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Pruebas de lanzamiento suave: \u00bfSu objetivo es un lanzamiento suave? Tal vez acabas de desarrollar un nuevo juego y quieres crear un prototipo para ver c\u00f3mo reaccionan los usuarios a los diferentes desencadenantes del juego.<br><\/li>\n\n\n\n<li>Pruebas creativas: Unity Ads proporciona un conjunto completo de herramientas para este paso con el fin de determinar qu\u00e9 creatividades publicitarias, v\u00eddeos o activos reproducibles funcionan mejor para mejorar tu estrategia de marketing global.<br><\/li>\n\n\n\n<li>Adquisici\u00f3n de usuarios: Adquisici\u00f3n de un n\u00famero determinado de nuevos usuarios para tu app o juego.<br><br>Analizar las m\u00e9tricas de entrega: En otras ocasiones, es posible que te pidan que analices tus m\u00e9tricas de entrega, es decir, hasta qu\u00e9 punto los v\u00eddeos que utilizas actualmente est\u00e1n consiguiendo que el p\u00fablico instale tu aplicaci\u00f3n.<br><br>Gastar dentro de los KPI objetivo: Otro enfoque consiste en gastar lo m\u00e1ximo posible dentro de un KPI objetivo fijado por el anunciante para mantener el rendimiento a escala.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>Al definir claramente sus objetivos, podr\u00e1 elegir el tipo de campa\u00f1a de Unity Ads y las estrategias de optimizaci\u00f3n adecuadas para lograr los resultados deseados.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Navegar por los tipos de campa\u00f1a ROAS de Unity Ads<\/strong><\/h2>\n\n\n\n<p>Unity Ads ofrece una amplia gama de tipos de campa\u00f1as, cada una de ellas dise\u00f1ada para satisfacer diferentes objetivos de marketing.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXduBwUGG5By5e8dWck9kG_9h7-HOYb16h703ex0n2HG2zzHeX5jvn6iZKKXBkyI5_9j2eDZkCsRKoG4zYyztVnyWSLKXnypLGls6Ylh6OTPH870p_U3jEXkDniOMtM0srLpazc7xZt75UP6YbUfoe-fl0xR?key=Fs7N7Ca50wgotdtn7DjIZMMf\" alt=\"Unity Ads ROAS Campa\u00f1as Optimizaci\u00f3n Se\u00f1ales\"\/><\/figure>\n\n\n\n<p>Podemos desglosar la cartera de herramientas en Herramientas de escala y Herramientas de rendimiento.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Escala de herramientas<\/strong><\/h3>\n\n\n\n<p class=\"translation-block\">Campa\u00f1as de instalaci\u00f3n con puja est\u00e1tica: Estas campa\u00f1as te permiten establecer un objetivo fijo <a href=\"https:\/\/docs.tenjin.com\/v1\/docs\/en\/cost-per-install-cpi?\" target=\"_self\">coste por instalaci\u00f3n (CPI)<\/a>, optimizando hacia la adquisici\u00f3n de usuarios en o por debajo de tu CPI deseado.<\/p>\n\n\n\n<p>Instalar campa\u00f1as con pujas automatizadas: Estas campa\u00f1as utilizan la puja din\u00e1mica para optimizar hacia la puja m\u00e1xima que establezca, con el objetivo de adquirir tantos usuarios como sea posible dentro de su presupuesto diario. Suelen ser \u00fatiles para lanzamientos suaves.&nbsp;<\/p>\n\n\n\n<p>Campa\u00f1as de pruebas creativas: Estas campa\u00f1as te permiten realizar pruebas A\/B de diferentes creatividades publicitarias, como v\u00eddeos o activos reproducibles, para determinar cu\u00e1les funcionan mejor y mejorar tu estrategia de marketing global.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Herramientas de rendimiento<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Campa\u00f1as optimizadas para ROAS: Estas campa\u00f1as est\u00e1n optimizadas para <a href=\"https:\/\/docs.tenjin.com\/v1\/docs\/return-on-ad-spend-roas\">rentabilidad de la inversi\u00f3n publicitaria (ROAS)<\/a>Esto le permitir\u00e1 captar usuarios con m\u00e1s probabilidades de generar ingresos o de interactuar con su aplicaci\u00f3n. Siempre debes adaptar y probar estas campa\u00f1as a tu objetivo real.<br><\/li>\n\n\n\n<li>Campa\u00f1as optimizadas para la retenci\u00f3n: Estas campa\u00f1as se centran en captar usuarios que tengan m\u00e1s probabilidades de volver a tu aplicaci\u00f3n e interactuar con ella a lo largo del tiempo.<br><\/li>\n\n\n\n<li>Campa\u00f1as optimizadas para eventos: Estas campa\u00f1as est\u00e1n dise\u00f1adas para captar usuarios con m\u00e1s probabilidades de realizar eventos espec\u00edficos dentro de la aplicaci\u00f3n, como realizar una compra dentro de la aplicaci\u00f3n o alcanzar un determinado nivel.<\/li>\n<\/ul>\n\n\n\n<p>En funci\u00f3n del modelo de monetizaci\u00f3n de su aplicaci\u00f3n y de los objetivos espec\u00edficos que haya establecido, puede elegir el tipo de campa\u00f1a adecuado para optimizar sus esfuerzos de captaci\u00f3n de usuarios.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Se\u00f1ales de optimizaci\u00f3n de campa\u00f1a para campa\u00f1as ROAS de Unity Ads<\/strong><\/h2>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXdh2U9Ir5YTg60hAIn93l94GGisDkNDdQN1Q99wNok87HR8EeXxwkjqUVxYiz6e-g7g-tVy-lzFXds5wO2P9VzYrJk_xVk-xgDEZLin2ayc8D37ymh4qCqFvhhZetX4-PkM8vDMUzwhBV-qqHgo7zsjS4l6?key=Fs7N7Ca50wgotdtn7DjIZMMf\" alt=\"Unity Ads ROAS Optimizaci\u00f3n de campa\u00f1as\"\/><\/figure>\n\n\n\n<p>Es importante saber cu\u00e1ndo y c\u00f3mo optimizar sus campa\u00f1as. Sin embargo, a veces es dif\u00edcil entender c\u00f3mo est\u00e1 funcionando realmente su campa\u00f1a. Unity aconseja que utilices un conjunto de indicadores (como en la imagen siguiente) para ver qu\u00e9 se ajusta a tus circunstancias actuales.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXdVJqG7EFAemTvQ92vTe1q_RsSBRRZwudBD84oBlNl8ttdecp2Yu5-dxXxx7Hc3X5xfcTtQeXfv34qcMF7BB11DUuGmzkqpp_SZLLEJx2is28rthBt8kbUUI3hMcs7jEOvEnuP1Ps4bDhOec8ppODE6This?key=Fs7N7Ca50wgotdtn7DjIZMMf\" alt=\"Se\u00f1ales e indicadores de optimizaci\u00f3n de campa\u00f1as Unity Ads ROAS\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Herramientas e informes en Unity Ads para medir las campa\u00f1as ROAS<\/strong><\/h2>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXcjUpuWtNnOuML8kfPNou5nCgweMSb0cpt9W0PCVhD6Q1rp4U-RrZKTlyu7Jk5zxLFXugPj8Edtnh1xeEmiu11qRBDB5xN2jSACcWnM5m-bgKBCfsE8LR0XIzRC7TAJMgVTTiC7sjbTFo_9z6_IzKZSoBw?key=Fs7N7Ca50wgotdtn7DjIZMMf\" alt=\"Herramientas e informes de las campa\u00f1as Unity Ads ROAS\"\/><\/figure>\n\n\n\n<p>En el material anterior, hemos hablado de las diferentes se\u00f1ales e indicadores de optimizaci\u00f3n de campa\u00f1a. Pero adem\u00e1s de las insight cards y las alertas de presupuesto, puedes encontrar estos indicadores en las siguientes herramientas:&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXfg9NHEihT0mXI9Ed5gwwwdKNR1NFtVWnbcn6b0REVvBOxRC5IfCPOBA4nj6Y0_DK3-nBruNkBj2cgOWJKzi6YbEpjwxDrreqC9qc0gQKmAcpndJMY5XHmkVSsXouKz0RpBTISB4ofJmABPkOOn4TEAALfX?key=Fs7N7Ca50wgotdtn7DjIZMMf\" alt=\"Campa\u00f1as Unity Ads ROAS decidir qu\u00e9 herramientas utilizar para medir el rendimiento\"\/><\/figure>\n\n\n\n<p class=\"translation-block\">En el <a href=\"https:\/\/www.youtube.com\/watch?v=1cFdxW1hH04\" target=\"_self\">v\u00eddeo<\/a> que aparece al principio de este post, el experto en Unity Egor Ershov te lleva a trav\u00e9s de cada una de las herramientas en detalle.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>C\u00f3mo empezar con las campa\u00f1as ROAS de Unity Ads<\/strong><\/h2>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXcYb1MqauqPV9FA-wHob2eh5OB8Kc3ppybAVADK6oUL437YxyRO33Sz4vlIZDowDyE3N91o2R9dK8JBEoHouVR_Ug2qk3Atfb8oqqE6m3fL2gWR-4dxxbZA4QhdvKWMsmDhz2Mtv9EXjHk0LzW85q6RnCw?key=Fs7N7Ca50wgotdtn7DjIZMMf\" alt=\"C\u00f3mo empezar con las campa\u00f1as ROAS de Unity Ads \"\/><\/figure>\n\n\n\n<p>Una vez que hayas determinado tus objetivos, es hora de configurar tus campa\u00f1as de Unity Ads ROAS para el \u00e9xito. Estos son los pasos clave a seguir:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Elegir el tipo de campa\u00f1a ROAS adecuado<\/strong><\/h3>\n\n\n\n<p>Las Campa\u00f1as ROAS optimizan hacia el valor de un usuario en particular en lugar de la probabilidad de que el usuario instale la campa\u00f1a, como ocurre con las Campa\u00f1as de Instalaci\u00f3n. Es complicado entender qu\u00e9 variaci\u00f3n de Campa\u00f1a ROAS debe ejecutar. Siempre debe comprobar su modelo de monetizaci\u00f3n y el g\u00e9nero de su juego.&nbsp;<\/p>\n\n\n\n<p>Como regla general, puede consultar la siguiente lista para identificar el tipo de campa\u00f1a adecuado:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXehtOhBr8SNYe_ROrgWn-ZQOItLHCAlemIlk5Nt3vHhD2oAkGIgzAP2ayAADl28Uw2Ua9a7K5f6BEK6s2_PLtr-iX0sAYwg8bKqrxazeD_mh1BhgQ6qqfs_ExFMsIuRww8UKAtV7SDfkm0Y546oKIX7ILs?key=Fs7N7Ca50wgotdtn7DjIZMMf\" alt=\"Campa\u00f1as ROAS de Unity Ads: casos de uso y elecci\u00f3n del tipo de campa\u00f1a adecuado\"\/><\/figure>\n\n\n\n<p>Adem\u00e1s, deber\u00edas echar un vistazo al centro de conocimiento de Unity Ads para comprobar cuando tu campa\u00f1a se est\u00e1 convirtiendo en elegible para que puedas empezar diferentes campa\u00f1as ROAS para el mismo juego. Aseg\u00farese de que siempre mira el mismo d\u00eda cohorte y no la mirada hist\u00f3rica relativa hacia atr\u00e1s.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXcSeGEvdSFZf-2iCt9tP-n3C-vehVBF9HiCaDH4REDs8tTV9R-UZNhTRXhlqUef7j94rYwEICKJ1v606AynhbnDmW6Vd5aa4JIn0YWRIzyDYq_qG0kzO3INwrN-RcCkxA_UWZUx3Rvq1TRufNrLzIqtg2_7?key=Fs7N7Ca50wgotdtn7DjIZMMf\" alt=\"Campa\u00f1as ROAS de Unity Ads Requisitos de admisibilidad y datos\"\/><\/figure>\n\n\n\n<p>Toda la informaci\u00f3n anterior procede en realidad de su PDM.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Configuraci\u00f3n del seguimiento de eventos posteriores a la instalaci\u00f3n en su MMP<\/strong><\/h3>\n\n\n\n<p>Las campa\u00f1as ROAS de Unity Ads dependen de los datos de su socio de medici\u00f3n m\u00f3vil (MMP), como Tenjin, para optimizar hacia las m\u00e9tricas de ingresos y compromiso. Aseg\u00farate de haber configurado correctamente la conexi\u00f3n de datos entre Unity Ads y tu MMP, siguiendo las directrices proporcionadas por tu MMP.<\/p>\n\n\n\n<p>A continuaci\u00f3n se muestra el proceso paso a paso para Tenjin, tanto para los datos IAP como para los datos de ingresos por publicidad:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXe65a1Kncp51Vci__PieZ-7arZIYT7igLlxkSjFUIvG_kbojiEqlFvdQikep3q_Q92cRr1koGPX2hYUQYTdA7c5FGQZtAnlpU582-mKNvHEQYJo4bO-yHKlYxvET-dFrBDVNFuHmPv-hV0AmPyBdGhuIqo?key=Fs7N7Ca50wgotdtn7DjIZMMf\" alt=\"Campa\u00f1as Unity Ads ROAS seguimiento de eventos post-instalaci\u00f3n de datos IAP con su MMP\"\/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><\/h3>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Crear una campa\u00f1a ROAS<\/strong><\/h3>\n\n\n\n<p>En realidad crear la Campa\u00f1a ROAS es sencillo. Puedes seguir los pasos de la siguiente imagen.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXcWQiPCOlGgUwn4aIkWQN9mza0ppbAyw9JV8_J_qFTnq-pGH7qHUM86fVPESbvdEeQDD4KPOaUZArcGGU8XmF9WonWUNLYmxpmf_4uVN0Xe50Ef985K_bvU0QIz6yRnyexeOpAXd5cTD1OaT12rimz5XCE?key=Fs7N7Ca50wgotdtn7DjIZMMf\" alt=\"Campa\u00f1as de Unity Ads ROAS seguimiento de eventos post-instalaci\u00f3n para datos de ingresos publicitarios con su MMP\"\/><\/figure>\n\n\n\n<p class=\"translation-block\"><strong><em>El experto en unidad Egor Ershov profundiza en este tema en el<\/em><\/strong><a href=\"https:\/\/www.youtube.com\/watch?v=1cFdxW1hH04\" target=\"_self\"><strong><em> v\u00eddeo<\/em><\/strong><\/a><strong><em> anterior. Vea la sesi\u00f3n completa para conocer valiosas ideas y estrategias.<\/em><\/strong><\/p>","protected":false},"excerpt":{"rendered":"<p>In this post, our partners at Unity Ads guide us through the ins and outs of Unity Ads ROAS campaigns, addressing key questions from Tenjin clients. We cover the various campaign types, strategies for successful setup, and proven optimization techniques to boost performance. Whether you\u2019re new to Unity Ads or a seasoned user, this article&#8230;<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-11883","post","type-post","status-publish","format-standard","hentry","category-best-practices"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to Set up and Optimize ROAS Campaigns in Unity Ads - Tenjin<\/title>\n<meta name=\"description\" content=\"Learn about the Unity Ads ROAS campaign types, strategies for successful setup, and proven optimization techniques to boost performance.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/tenjin.com\/es\/blog\/how-to-set-up-and-optimize-roas-campaigns-in-unity-ads\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Set up and Optimize ROAS Campaigns in Unity Ads - 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