Hi Creators,
At RDC, we shared a set of updates about the future of Ads Manager that will give you better visibility into how your ad spend translates to earnings. Here’s a full breakdown of everything we announced, and a few new updates.
Ads Bring Incremental Plays To Your Game, Beyond Organic Sources
In May, we launched Unified Attribution to try to get closer to true incrementality for ads. We ran a series of incrementality studies (randomized controlled experiments) to verify our attribution models.
Across 21 ad campaigns studied:
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All 21 campaigns brought incremental plays.
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Users exposed to ads showed a median 14% lift in incremental play sessions versus users who weren’t.
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With Ads, we observed a median 10% lift in D7 retained users.
Please fill out this survey if you would like to run an incrementality study alongside your ad campaign. Incrementality studies are only available for campaigns that use the ‘Plays’ objective.
[Full Release] Earnings Objective Is Now Available to Nearly 30,000 Games
In May, we launched the Earnings objective in beta. It helps you find players more likely to spend in your game, with a clear success metric: return on ad spend (ROAS). If you spend $100 on ads and earn back $100, that’s 100% ROAS. [See here how Ads handles attribution for different players who enter your game through ads]
Over 1,200 games* launched Earnings campaigns and nearly two out of three games that reinvested up to 4% of their earnings achieved ROAS above 100%.
The Earnings objective is now rolling out to eligible creators and will be available to nearly 30,000 games. If your game qualifies, you’ll see Earnings as an option in campaign setup in Ads Manager. We’ve also made the following improvements to ROAS Reporting to help you make budget decisions faster with more confidence:
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Earnings are now shown in USD, in addition to Robux, to make calculations easier. This conversion accounts for higher conversion rates on some earnings.
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Estimated Return on Ad Spend (ROAS) gives you an early read on your Earnings campaign’s performance, estimating final ROAS numbers weeks before your earnings fully accrue. This means you don’t have to pause your campaign or wait up to 30 days to decide whether to raise or lower your spend.
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Earnings from Creator Rewards, Immersive Ads and Rewarded Video are now included in reporting
*Games ARPU 6 Robux or higher in H1 2026
Creator Spotlights
The team behind Ink Game joined us on stage during our RDC Breakout session. Here’s what they had to say about using Ads and Earnings objective in their game:
We’re also excited to share the results from Ink Game and Sell Lemons’ incrementality studies:
Quality of Life Improvements: Group Accounts, 18+ Ad Credit Conversion
Based on your feedback, we added several workflow and platform improvements:
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Highly retentive games now get better ad distribution. Games that are highly retentive add platform value, and now Roblox is providing some of that value back to you in the form of ads distribution. A highly retentive game that advertises will see better distribution, ultimately leading to better CPPs and ROAS.
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Sponsored Tiles are now available to users 13 and under. Sponsored Tiles will follow the same age-appropriate guardrails as our other ad formats. Tiles stick to age-appropriate categories and formats, carry a clear ad label, and are not based on personal data.
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Ad Accounts for Groups. Use the Creator Hub workspace selector to run campaigns using group funds directly, no personal Robux transfer needed. Anyone with the group’s ad permission can access campaign history and stats, but you must opt-in first. We’ve heard that switching between groups makes it hard to track across multiple campaigns. Soon, we are shipping a fix that makes seeing all your campaigns across Groups easier.
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US 18+ earned rate Robux conversion to ad credits. We’ve updated the Ad Credit purchase flow so it now uses eligible US 18+ DevEx earnings first and applies their enhanced value when you convert to Ad Credits. No action is required.
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Video in Sponsored Tiles. Over the coming weeks, Sponsored Tiles will support the same Gameplay Videos used on Home, giving players a better look at your game before they click in. This format has performed well on Home, and you’ll soon be able to enable it from Campaign creation or edit.
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Custom Date Range. You can now view reporting for any date range, making it easier to understand the performance of your campaigns and even view fully accrued ROAS with ease.
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Campaign moderation review queues have now been shortened from hours to minutes.
Please share any feedback with us below. Thank you!
FAQs
Click here to view the FAQ:
How is incrementality measured?
- We run randomized studies where a control group doesn’t see ads and an exposed group does. The difference in play sessions between the two groups is the incremental lift. The results are used to validate and calibrate our Unified Attribution model.
What’s the Earnings objective, and how is it different from Plays?
- The Plays objective gets you the most plays at the lowest cost. The Earnings objective finds players more likely to spend in your game, with a simple success metric: Return on Ad Spend (ROAS). It’s best suited for games that are already well-monetized.
How do I know if I’m eligible for the Earnings objective?
- Eligible creators will see Earnings as an option in campaign setup in Ads Manager. Eligibility is based on monetization thresholds, and we’ll continue expanding access as we learn more.
What counts toward ROAS?
- ROAS includes earnings attributed to your ad campaigns for up to 30 days of a player clicking and playing, using the same attribution logic we apply to plays. Creator Rewards, Immersive Ads, Rewarded Video and Developer Products earnings are now included.
Can I transfer an existing campaign from my personal account to a group?
- No. Campaigns can’t be transferred between ad accounts. To run a campaign under a group, create a new one using the group’s funding source.
Can multiple people manage the same group campaigns?
- Yes. Any group member with the Create ad campaigns for the group permission can access and manage campaigns associated with games owned by that group.
Can someone manage group campaigns without spending group Robux?
- Yes. Advertising access and permission to spend group revenue are separate. A user with campaign access but without the Configure and spend group revenue permission can still run campaigns using their own funds.
How do I switch between my personal Ads Manager and a group’s Ads Manager?
- Use the workspace selector in Creator Hub and select the group you want to manage.
How do I use group earnings to fund my campaign?
- When you create a campaign, choose Group Ad Credit as your funding source, then complete the initial set up and conversion. We recommend turning on auto-reload so your campaign keeps running when your balance gets low. Each pause restarts the campaign’s 24-48 hour learning period, so steady funding helps your ads keep getting better at finding the right players..
Does the US 18+ conversion update require any action from me?
- No. Use the normal Ads Manager flow to purchase Ad Credits. The system will automatically apply your US 18+ Robux first.
