MMP Setup for ROAS

1. Introduction

Tapjoy offers Return on Ad Spend (ROAS) reporting to customers via the Tapjoy Marketing API and the Tapjoy Dashboard. The calculated ROAS metrics take into account an Advertiser's Ad Spend and Revenue from In-App Purchase (IAP) data and Monetization Ad Revenue when available.

For ROAS purposes, we treat an in-app event with an associated purchase value and USD currency code as IAP, meaning it will be counted in calculating ROAS for that campaign. It is critical to ensure that Tapjoy receives your app’s IAP data properly through a Mobile Measurement Partner (MMP) to have accurate ROAS metrics for reporting and optimizing your campaign performance. Similarly, Ad Revenue data from your acquired users must also be passed to Tapjoy via a MMP in order to be included in ROAS metrics.

This page provides information on how Tapjoy receives IAP and Ad Revenue data, the benefits to you, and best practices on setting up data forwarding with your MMP.

2. How and Why Revenue data is collected

The primary source of incoming IAP and Ad Revenue data to Tapjoy is from MMP partners. As part of onboarding your app and setting up campaigns with the MMP, you’ll configure the IAP events as well as Ad Revenue if desired. Best practices for doing so are below and your Tapjoy account manager is available to assist. Specific setup issues should be addressed with your MMP representative.

Tapjoy’s ROAS reporting is based on install-date cohorts and Day 0, 1, 3 … 7, 14, 30, 60, and 90 metrics are available. For each of these Day X metrics, Ad Spend, Revenue (from IAP), Revenue from Ads, and ROAS are available directly through the Marketing API, with selected metrics available in the Tapjoy Dashboard reporting. For example, the Day 3 ROAS metric is calculated from the sum of the revenue up through 3 days from install date divided by the associated Ad Spend for that cohort.

3. MMP-specific setup guides

Tapjoy ROAS reporting is officially supported for customers integrated with Singular, Appsflyer, and Adjust.

IAP

A. Adjust

Set Up Tapjoy - Adjust Help Center

Event tracking - Adjust Help Center

1. Login to the Adjust Dashboard, navigate to the App’s homepage, and select the respective app.
2. Click on the caret icon. A list of hyperlinked options will appear. Click Partner Setup under Set Up Your App.
3. Find Tapjoy in the configured Network list and click on the far right caret icon.
4. Click on Event Linking.
5. Scroll down to your Purchase/IAP event, however it was named during the SDK integration phase.
   • Name: Under the name field, please enter Purchase OR IAP like in the example below.
   • Engagement_id: Implement the Tapjoy generated string under the {engagement_id} field. **NOTE: There are two ways to gather the Tapjoy post-install event ID {engagement_id} - (1) Your Tapjoy Account Manager or (2) Logging into your Tapjoy Account and retrieving it.
6. Click OK. Done!

B. AppsFlyer

Tapjoy campaign configuration – Appsflyer Help Center

1. In the Appsflyer Dashboard, select Tapjoy in the Integrated Partners part of the left side menu.
2. Scroll down to In-app event postback and toggle ON.
3. Click Add Event and search for your IAP event_name. Based on AppsFlyer’s documentation, the recommended name is {af_purchase}.
4. Implement the Tapjoy generated {engagement_id} under the Partner event identifier column. **NOTE: There are two ways to gather the Tapjoy post-install {engagement_id} - (1) Your Tapjoy Account Manager or (2) Logging into your Tapjoy Account and retrieving it.
5. Under the Sending Option dropdown, select the option that makes the most sense for your ROAS goals.
   • Partner Only = Tapjoy attributed IAP signals
   • All Media Sources = Tapjoy + Non-Tapjoy attributed IAP signals
6. Under Send Revenue, select Values & Revenue. This selection sends us the IAP value, current currency code, and converts to USD, which is needed for ROAS calculations.
7. Click Save Integration. Done!

C. Singular

Set Up Tapjoy - Singula Help Center

General Instructions on how to set-up a Partner

The SDK event list includes the events _ IAP _ and _ REVENUE_. _ IAP _ is any in-app purchase event that wasn't given a custom name. _ REVENUE_n includes:

1. All in-app purchase events (_ IAP _ + events with custom names, if any).
2. Ad revenue events reported by the SDK (if you have set up ad revenue attribution using the method of sending SDK events).

Before Singular can track installs and events for an ad network, you need to set up Tapjoy in the Attribution > Partner Configuration page.

1. Log in to the Singular dashboard. Click on Attribution > Partner Configuration on the left hand side. Search for Tapjoy in the text box and select from the list.
2. The Tapjoy Configuration window will open. In the dropdown, select the App you want to configure. **NOTE: Each app is configured separately.
3. Under App-specific Configuration, check-off each of the following:
   • Send all install postbacks to Tapjoy regardless of attribution partner
   • Send event postbacks to Tapjoy on all installs
4. Paste the Tapjoy generated ID under Tapjoy App ID.

5. Continue to scroll further down to Event Postback and in the dropdown, select one of the following:
   • All: Send this partner postbacks about all events that users trigger in your app, whether the events are attributed to this partner or not.
   • Only if install was attributed to Tapjoy: Send event postbacks when the respective install was attributed to this partner
6. Next add the _ IAP _ event name and ☑️include revenue value.
7. Click Done.

Ad Revenue

A. Adjust

Note: Link at least one revenue event before turning on In-App Revenue Forwarding. To add events, do so under Event Linking.

1. Login to the Adjust Dashboard, navigate to the App’s homepage, and select the respective app.
2. Click on the caret icon. A list of hyperlinked options will appear. Click Partner Setup under Set Up Your App.
3. Find Tapjoy in the configured Network list and click on the far right caret icon.
4. Under the install module, toggle ON:
   • In-App Revenue Forwarding
   • Ad Revenue Forwarding
5. Choose the ad revenue source data you want to share. If no source is selected, revenue data from all sources will be sent to networks by default.

B. Appsflyer

Note: Add at least one revenue event before turning on Get ad revenue data under the Ad revenue tab. To add events, do so under In-app event postbacks..

Go to Configuration > Integrated partners. Select Tapjoy. Go to the Integration tab and navigate to the Ad revenue tab. Toggle on Get ad revenue data.

On the right hand side, Enter your Tapjoy API credentials. **NOTE, these are mandatory fields. Application ID: This is the same string entered in the app_id text box under the Integration. Marketing API Key: The API Key is unique per user and can be found in Tapjoy’s dashboard under the Reporting tab. Click Save Ad Revenue.

C. Singular

Onboarding Guide for Ad Revenue Attribution

Before Singular can track installs and events for an ad network, you need to set up Tapjoy in the Attribution > Partner Configuration page.

1. Log in to the Singular dashboard. Click on Attribution > Partner Configuration on the left hand side. Search for Tapjoy in the text box and select from the list.
2. The Tapjoy Configuration window will open. In the dropdown, select the App you want to configure. NOTE: Each app is configured separately.
3. Under App-specific Configuration, check-off each of the following:
   • Send all install postbacks to Tapjoy regardless of attribution partner
   • Send event postbacks to Tapjoy on all installs
4. Paste the Tapjoy generated ID under Tapjoy App ID.
5. Continue to scroll further down to Event Postback and in the dropdown, select one of the following:
   • All: Send this partner postbacks about all events that users trigger in your app, whether the events are attributed to this partner or not.
   • Only if install was attributed to Tapjoy: Send event postbacks when the respective install was attributed to this partner
6. Next add the _ REVENUE _ event name and include revenue value.
7. Click Done.