Hi Creators,
We’re building Ads Manager with your growth at the center. These latest upgrades are designed to help you reach more players and grow your experience more effectively.
Current Performance and Ads Benchmarks
The new Ads Manager flow, released in March, is enabling creators to use ads at every stage of the experience lifecycle (cold start, growth phase, managing decline) in an efficient and complementary way to organic discovery. As of today, 91% of spend is running through the new Ads Manager flow.
Our new objectives are helping creators of all sizes bring more relevant users to their experiences every day.
- Drive Retention (last 30 days) is helping top creators improve their D7 and D30 retention. In fact, nearly half of the top 100 creators by 28D earnings have already used Ads Manager in 2025, and many are using the retention objective to deliver improvements in retention with a positive ROI.
- Maximize Plays is helping smaller creators with tighter budgets the ability to launch new games by getting more quality plays at the lowest cost. Currently, the average cost-per-play (CPP) for Maximize Plays campaigns is less than $0.01, making it a great time to try Ads Manager. When paired with Reactivate Users (30 - 180 days), the two objectives can work together to create awareness of your latest updates.
- New benchmarks by objective can help you understand the relative performance of your campaigns. We’re sharing these benchmarks to provide a better baseline for optimization. Reasons you may have a campaign above the benchmark can include things like targeting, usage of the classic flow, poor creative or genre, or campaign duration or budget.
| Objective | Avg. Cost-per-play |
|---|---|
| Maximize Plays | $0.008 |
| Drive Retention | $0.007 |
| Reactivate Users | $0.011 |
Acquire New Users to grow your experience with Ads Manager
The Acquire New Users objective is a powerful strategy for driving incremental growth and Robux earnings. It targets users who haven’t visited your experience before—or in the last 180 days—helping you expand your audience and deliver a stronger return on ad spend.
Acquire New Users works best as a continuous campaign for games with an established player base, and can be paired with Drive Retention to ensure you are bringing new users to your campaign and keep them coming back. If you’re a smaller creator or launching a new experience, Maximize Plays is still your best objective to grow your initial user count.
Personalizing the Sponsored Sort on Home
In May, we started personalizing the position of the Sponsored Sort on Home. Ads Manager gives you the ability to have another prominent placement on the homepage, where 90% of platform traffic begins.
Previously, the Sponsored Sort appeared in the 5th row, now it can appear anywhere between the second row (above the fold) or the tenth row, depending on a user’s personalized engagement pattern with sponsored experiences and other content on Home. Our experiments estimated an increase of over 13.4% in quality plays from Sponsored as a result.
Ad Creative Upgrades
Creative is key to engaging your audience. We’ve enhanced Ads Manager to make your ads more performant. In March, we shifted Sponsored Experiences from the 1:1 ad unit to the 16:9 ad unit, and enabled you to upload and manage up to 5 custom 16:9 thumbnails in your campaigns. Now, you can manage up to 10!
Already, more than 2 in 5 campaigns leverage custom thumbnails, and the 16:9 format is driving an estimated 57% increase in quality play-through rate, based on experiments.
In the next month, we’ll add automated thumbnail optimization to allow Ads Manager to dynamically allocate more budget to high-performance creatives. This will be an option that can be selected when managing creatives in Set Up. We will provide an update on this post when it’s live.
Run Continuous Campaigns
When putting $1 into your ad campaign delivers more than $1 in return, running ads as an always on strategy becomes a no brainer. To make advertising a core part of your growth strategies, we’ve made it easy to run campaigns continuously, without an end date. Already today, one third of campaigns are leveraging this as their go-to option.
Campaigns will run on your daily budget until your ad credits run out. You’ll get an email to top up your credits before the campaign ends if you want to keep running. In the next few weeks, you’ll also see a checkbox which will enable auto-top ups of Robux to ad credit for continuous campaigns.
What’s Next
- Sponsored Experiences in Search and more: We’re bringing our Sponsored Experience format to more places, as an upgrade to our current Search placement.
- More Objectives: We’ll continue to add new objectives that support your campaign goals, focused on Return on Ad Spend and Incrementality.
Documentation and Resources
- Watch our latest webinar on Roblox Learn to learn more about the new Ads Manager.
We’re listening to your feedback and building Ads Manager with you in mind. Let us know in the comments if there’s anything you’d like to see.
FAQs
Will you continue to maintain both the classic and the new Ads Manager flow?
- As of today, 91% of spend is running through the new Ads Manager flow. As we reach feature parity for the new Ads Manager, like Search, we will eventually phase out the classic version. There is no fixed date at this time.
How do budget recommendations work in Ads Manager?
- Our budget recommendations for daily budget and campaign length are automatically generated based on your size and objectives to help you find a starting point for your campaigns.
Once you have run for a period of time, you may assess that you could run smaller or larger campaigns based on your relative performance to the benchmarks.
Let us know if there’s anything else you’d like to see!
