Ads Manager

The Ads Manager offers you control over your ad campaigns, empowering you to create, optimize, and measure ads effectively while reaching your campaign objectives. You can use this tool to manage your ad campaigns, ads reporting, and ads billings in one place.

Set up an ad account

To access the Ads Manager, you must set up an ad account with a verified email on a Roblox account registered for users aged 13 years or older.

When setting up an account, you can choose between creating a personal or a business ads account. A personal account is for individuals who want to advertise on Roblox, while a business account manages a company's ad presence on Roblox.

To set up an ad account:

1. Create an ad account.

   1. Go to the Ads Manager portal while signed into your Roblox account and click Create ad account.
   2. Choose a personal account or a business account.
   3. Check the box to confirm your information and click Create ad account.
2. Add a payment method to your ad account.

   1. Go to Bills & Payments > Payment Settings.
   2. Click Add Payment Method.
   3. Attach a credit or debit card to your account or buy ad credits.

      • To add a card to your account, select the Card tab, enter your information, and click Save and Authenticate. This option is available for users 18 and above. A temporary $1.00 USD hold will be placed on the card and refunded after verification is complete within 7 business days.
      • To buy ad credits, select the Robux Ad Credit tab, enter the amount of credits you want to purchase, and click Buy. You must buy a minimum of 1 ad credit. Converting Robux into ad credits to fund your campaigns is available for all users 13 and up.

Robux to ad credit conversion

Any Roblox user aged 13 and above can convert Robux to ad credits and use it for running ads. This accessibility ensures that a wide range of creators can participate in the advertising ecosystem.

When converting Robux to ad credits, consider the following:

• 1 ad credit is equivalent to 263 Robux.
• 1 ad credit is the minimum conversion requirement.

This minimum conversion requirement streamlines the conversion process, prevents inaccuracies, and makes sure that you have enough ad credits to support meaningful advertising campaigns.

Manage your ads

Use the Ads Manager to create and manage ad campaigns for your games. With this tool, you can set budgets, select creatives, and control delivery settings while monitoring and adjusting your campaigns over time.

Ad campaign components

Ad campaigns are made up of a few core components that control how your ads are delivered, how much you spend, and what players see.

Goals

Each ad campaign has a single goal that determines who Roblox shows the campaign to and how its performance is measured. Choose the goal that matches what you're trying to achieve with the campaign.

• Plays

  The Plays objective reaches players who are most likely to start a session in your game. Use it when you want broad distribution, are testing new ideas with a wide audience, or want initial traffic to help recommendation systems learn what's working and qualify your game for Recommended For You.

• Earnings (Limited)

  The Earnings objective reaches players who are most likely to spend Robux in your game. Use it to increase earnings by acquiring new high-value players, especially if your game has a well-developed in-game economy.

• Engagement

  The Engagement objective reaches age-checked highly engaged players whose sessions count toward your highly engaged player threshold for Roblox Kids and Select. Use it if you want a more direct path toward meeting the threshold.

  Many games reach the threshold organically over time, so using the Engagement objective is optional.

  When using the Engagement objective, keep the following in mind:

  • Expect a higher cost per play (CPP). The highly engaged player audience is smaller than the Plays audience, which typically results in a higher CPP.
  • Use a dedicated budget. Consider Engagement as a separate investment if your goal is to make progress toward the Roblox Kids and Select threshold, instead of shifting spend from Plays campaigns.
  • Track your progress. Engagement campaigns do not automatically pause when you reach your Highly Engaged Player threshold. Track your progress and pause the campaign when you reach your goal.
  • Allow time for results. Most campaigns require several days to produce meaningful results. If you don't see progress after 3–5 days, consider improving your game's onboarding and first-time user experience before continuing.

Automated bidding

With auto-bidding, you set an ad budget and duration and Roblox automatically calculates the bid that will get you the most plays at the lowest cost.

Budgets

When you create an ad campaign, you must set budgeting parameters to control campaign spending. There are two different types of budgets:

• A daily budget is the maximum amount you pay for your ads per day.
• A lifetime budget is the maximum amount you pay for your ads for the entire duration of the campaign.

You can pay for campaign budgets using either your debit or credit card on file, or your existing ad credit balance. If you fund a campaign with ad credits, you can't modify it after it's published. If you have unused ad credits after your campaign ends, those credits are refunded to your account.

During campaign creation, you can enable auto-reload to automatically purchase ad credits when your account runs out. When auto-reload is triggered, Roblox reloads one day's worth of ad credits, and continues to reload daily as needed to keep your campaign running.

Creatives

An ad creative is the thumbnail that shows up on a player's Home page when you sponsor a game. You can select up to 10 thumbnails for your ad campaign, which are then evenly distributed across players' Home pages. After you create a campaign, you can edit the campaign to turn specific thumbnails on and off.

You can use existing thumbnail images you have previously uploaded to the Creator Hub, or upload new ad-specific images with the Ads Manager. Any image you use as a thumbnail is resized to a ratio of 16:9 when displayed on the Home page.

Create an ad campaign

To create an ad campaign:

1. Go to Manage Ads and click Create Campaign.

2. Under Experience:

   1. Select the game you want players to join when they click on your ad.
   2. Enter a name for the campaign.
   3. OPTIONAL

      Select Advanced options to send players to a specific place in your game when they click your ad. For more information, see Advanced join options.

3. Under Goal, select an objective for the ad campaign:

   Plays	Find the most players for your game.
   (Limited) Earnings	Reach the players most likely to spend money inside your game.
   Engagement	Grow the number of highly engaged players in your game.

4. Under Audience:

   1. Select an audience for the ad campaign:

      All Players	Show ad to all players, regardless of their past activity.
      New Players	Show ad to players who have never played your game, or who haven’t played it in 180+ days.
      Recent Players	Show ad to players who have played your game in the last 30 days. Only available for games with 10,000 recent players or more.
      Lapsed Players	Show ad to players who played your game 30 to 180 days ago but haven’t returned. Only available for games with 20,000 lapsed players or more.

   2. OPTIONAL

      Under Advanced Targeting, narrow down your audience by customizing settings like location, age, gender, genre, and device type.

5. Under Budget & Duration:

   1. Choose between a Daily Budget and a Lifetime Budget.
   2. Select a Payment Method. If you're using ad credits, make sure the campaign budget does not exceed the available ad credits in your account.
   3. Set a Start Date and a Start Time for your campaign.
   4. Set a Duration for your campaign.
   5. OPTIONAL

      If you're using ad credits, enable auto-reload to automatically add ad credits to the campaign when your budget runs out.

6. Under Creatives, choose up to 10 thumbnails to show players.

7. Click Publish and confirm submission. Your ad campaign will go live after it's approved by the moderation team.

Edit an ad campaign

After a campaign is published, you can edit some fields while others are fixed:

Cancel an ad campaign

You can cancel a campaign up to 6 hours before the campaign's scheduled start time.

Cancelling a campaign automatically cancels any associated ads, returns any ad credits you spent back to your account, and prevents your credit or debit card from being charged.

Advanced join options

Advanced join options let you control where users land in your game when they click your ad. You can also include launch data to identify which players joined through a specific ad campaign, allowing you to personalize a player's experience or trigger custom effects when they join.

By identifying which players joined through a specific ad, you can:

• Tailor onboarding: Adjust the player's introduction based on the audience targeted by the ad. For example, players from a New Players campaign can be shown tutorial steps, while Lapsed Players can receive a "Welcome back" message.
• Customize spawn locations: Spawn players in a location related to the ad they clicked instead of the default spawn point. For example, if the ad promotes a specific map, players can spawn at the beginning of that map.
• Offer ad-only rewards: Grant small cosmetic items or limited-time currency boosts to players who join through an ad. Exclusive rewards are a good way to increase campaign conversion.

To customize your campaign's join options:

1. During campaign creation, click Advanced options to open the Advanced join options panel.
2. Select the start place you want to send players to when they click your ad. If you don't select a start place, players are sent to your game's default spawn location.
3. Set launch data parameters.
4. Use the launch URL to test the join implementation before launching the campaign.

If you set launch data parameters, you must open Roblox Studio and update GetJoinData in your game's onPlayerAdded function to retrieve the launch data. You can then check whether a player joined through the specific ad campaign associated with those parameters and run custom logic, such as granting rewards or triggering other in-game effects.

The following example updates the onPlayerAdded function to retrieve and check the launch data parameters you defined when creating the campaign.

local Players = game:GetService("Players")

local function onPlayerAdded(player)
    -- Retrieve the join data
    local launchData = player:GetJoinData().LaunchData

    -- Check for the launch data parameters you defined when creating the campaign in Ads Manager
    if launchData then
        if launchData == "AdLaunchData" then
            -- Custom logic to tailor onboarding, offer rewards, trigger effects, etc
        end
    end
end

Players.PlayerAdded:Connect(onPlayerAdded)

Reporting

Reports provide insights into the overall effectiveness of your ad campaigns. You can use reporting data to compare performance across campaigns and identify opportunities to optimize.

To view your reports, go to Manage Ads and select the date range and game you want to analyze.

Impressions and clicks are reported in real time. Reporting on plays and earnings, however, relies on attribution and can include events that occur up to 30 days after an ad is served.

Data can also take up to 48 hours to appear in reports. This delay is most noticeable for post-click metrics such as plays and earnings, which require additional processing and verification before credit can be assigned to the correct events.

The goal of attribution is to assign credits to Ads Manager based on the role advertising plays in acquiring users and driving conversions. This helps you understand how your ad spend contributes to your growth and earnings.

Reporting views

Reporting views break down attribution across different types of users, helping you understand the impact of your campaigns according to their objectives.

The reporting views include:

The following examples show you how attribution works across different user types and reporting views:

• If a user last played less than 7 days ago from another source, the ad is only credited for that play and any Robux generated during that session.
• If a user joins your game for the first time through an ad, their plays and Robux spend are credited to that ad for the next 30 days.
• If a user comes back through an ad after not playing for at least 7 days, they're considered resurrected by the ad. Their plays and Robux spend are then credited to that ad for the next 7 days.

Metric cards

The reporting metric cards include:

Reporting table

The reporting table includes:

Status

Billing

The ads billing tool charges you for ad placements on Roblox using the payment method you have on file. To view billing information, go to Billing & Payments > Payment Activity.

Credit and debit cards

You can get charged at two different points when you use a credit or debit card:

• When you reach your payment threshold
• On the first of the month if the payment threshold isn't reached

Your account has a payment threshold that increases as you spend more on ads. When your ad spend reaches this threshold, your payment method on file is charged automatically.

For example, if your account has a threshold of $100 USD, your payment method is charged when your accrued ad spend reaches $100. If you don't reach the threshold by the end of the month, any remaining balance is charged at the close of the monthly billing cycle.

This means that if your campaigns reach the $100 threshold on May 7, your payment method is charged $100 on May 7. If your spend stays below $100, you're charged the outstanding amount at the end of the month instead.

Ad credits

Ad credits are deducted in real time as your campaigns spend. Once per day, the total ad credit spend across all of your campaigns is combined into a single daily charge, which appears in your ad credit transaction history. Until this daily charge is finalized, any ad credit spend appears as Pending in your transaction history.

Ad credits can have the following states:

• Purchased Ad Credit: Transactions related to converting Robux into ad credit. This transparent categorization makes sure that you can easily track your ad credit acquisition.
• Funded: Ad credit allocated towards a campaign. Tracking this allocation allows you to monitor your campaign budget and spending.
• Unused: Ad credit allocated to a specific campaign but not used, which is returned on the campaign end date. This feature makes sure that your ad credits are used efficiently and returned when appropriate.
• Ad Fraud Refund: Any refunds applied back to your account. Refunds credited for a specific campaign remain locked to that campaign, not credited at the account level.

Ad fraud protection

Roblox uses advanced detection methods for bots and other fraudulent activities to make sure that you don't pay for fraudulent traffic, and regularly adjusts billing and reporting to safeguard their interests. After 14 days from the campaign end date, campaigns are analyzed for fraudulent traffic, and transaction amounts are refunded accordingly. If invalid traffic is detected, refunds are applied 16 days after the campaign end date. This proactive approach helps maintain the integrity of your campaigns and ensures fair spending.

Accounts responsible for ad fraud have their accounts suspended to prevent ongoing abuse. In addition, Roblox might suspend ad campaigns or advertiser accounts for non-payment of services properly rendered. Roblox expects you to act with integrity and follow the advertising standards.