Monetization and Analytics
The game is live, DAU is growing, but revenue isn't — or it comes in but you don't know from where. We often see this picture: monetization and analytics are stitched in after the fact, without a system. Rewriting purchases and events after release is expensive and time-consuming. Our task is to design these layers so that they start generating money from day one, rather than turning into technical debt.
IAP: Architecture of In-App Purchases
Integrating Unity IAP seems trivial: SDK, product catalog, callback. In practice, most projects break here — duplicate transactions, lost purchases, vulnerability to hacking.
Client-side vs. Server-side Validation
The basic scheme with a client-side receipt works until it is cracked. A hacker spoofs the store's response and gets the item for free. The correct solution is to send the receipt to your backend for verification via Apple App Store API or Google Play Developer API. Only then grant the item and save the transaction_id. Without server-side validation, any soft currency or battle pass is a target for replay attacks. Fixing this gap typically saves 15–25% of lost IAP revenue.
Product Types
| Type | Example | Features |
|---|---|---|
| Consumable | Coin pack, energy | Multiple purchases, each time granted |
| Non-Consumable | Remove ads, content | One time, must restore purchases on iOS |
| Subscription | Battle Pass, VIP | Auto-renewal, grace period, S2S notifications |
Subscriptions are the most complex type. Apple and Google handle renewal, trial, and cancellations differently. You need a backend that processes Server-to-Server notifications (App Store Server Notifications, Google Pub/Sub). Without this, half of your subscriptions will be lost — processing these notifications correctly cuts subscription revenue leakage by up to 40%.
Purchase Restoration
On iOS, without IStoreController.RestoreTransactions(), the store won't approve. On Android, restoration is optional but increases trust. Unity IAP does this with one method, but you need to test on a real device with TestFlight.
How does ad monetization work?
In hyper-casual and casual games, ads are the main source of revenue. Key SDKs:
- AdMob — basic, stable, but eCPM below average ($0.02–$0.08 in many regions).
- IronSource (Unity LevelPlay) — mediator, conducts real-time auctions between networks.
- AppLovin MAX — alternative, often wins on eCPM in the US and Europe ($0.10–$0.15).
The rule of thumb: use a mediator (IronSource or MAX) with AdMob, Meta Audience Network, and a couple of regional networks. Direct integration of a single SDK yields 30–60% less revenue for the same traffic — proven on 20+ projects. Using a mediator increases revenue by 30–60% compared to direct integration.
Retention impact of ad frequency
Rewarded video is the most lenient format: the player decides whether to watch the ad for a reward. Interstitials between levels cut retention if shown more than once every 3–4 transitions. New players should not see ads in the first 24 hours — this reduces Day 1 retention by 15–25%. Optimizing ad placement can increase ad revenue by 20–40% without harming retention.
What is the architecture of analytics events?
This goes deeper. Most teams connect Firebase Analytics, scatter logEvent() calls, and think analytics is ready. A month later, they find the data missing or useless because the event schema wasn't thought through.
How to Design the Event Schema?
Before writing code, define what questions the analytics should answer. Typical questions are: where players get stuck in the tutorial, at which level churn peaks, which traffic sources yield the best LTV, and which IAP offers convert better. For each question, a specific event with parameters is needed.
Example of a bad event:
logEvent("level_complete");
Example of a good event:
logEvent("level_complete", {
level_id: "world_2_level_5",
attempts: 3,
time_spent_sec: 142,
boosters_used: ["shield", "bomb"],
session_id: "abc123",
user_segment: "payer"
});
The first one only says 'level completed'. The second allows building funnels, segmenting players, and correlating behavior with revenue. Games using proper event schema see LTV increase of 15–25% within the first month.
Standard Event Categories
Progress: tutorial_step_complete (separate for each onboarding step), level_start, level_complete, level_fail, chapter_unlock.
Monetization: iap_initiated (opened store or tapped offer), iap_complete (with revenue), iap_fail, ad_show_request, ad_show_complete, ad_reward_claimed.
Engagement: session_start/session_end (with duration), feature_used, push_notification_open.
Firebase Analytics vs. GameAnalytics vs. AppsFlyer
| Tool | Purpose | Limitations |
|---|---|---|
| Firebase Analytics | In-game behavioral analytics | 500 unique event types, 25 parameters per event |
| GameAnalytics | Specialized for games: progression, resources, design | Less flexibility in customization |
| AppsFlyer | Attribution of installs and ad campaigns | Does not provide in-game data |
In a typical project, all three are used. Without AppsFlyer, you're spending your UA budget blindly — it tracks SKAdNetwork, calculates campaign ROI, and integrates with Facebook Ads and Google UAC.
Cloud Saves
A player who loses progress when changing devices has a 70% chance of not returning. Options:
- Unity Cloud Save (UGS) — fast, key-value, free up to limit.
- PlayFab Player Data — more flexible, segmentation, conditional access.
- Firebase Firestore — for complex data, real-time synchronization.
Synchronize only critical data: level, purchased items, settings. Heavy files (replays, screenshots) store separately.
What does the work include?
After signing the contract, we follow a structured process:
- Conduct an audit of the current monetization and analytics scheme (if the game is already live) or design from scratch.
- Develop IAP architecture with server-side validation and subscription support, including S2S notification handling.
- Integrate ad mediator (IronSource/MAX) and configure the auction with multiple networks to maximize eCPM.
- Design the analytics event schema and connect Firebase + GameAnalytics + AppsFlyer for full funnel visibility.
- Implement cloud saves and purchase restoration (iOS restore, Android fallback).
- Provide documentation on events and instructions for game designers, plus a testing guide.
- Offer 2 weeks of free support after release to catch issues early.
Why Work with Us
We have been setting up monetization in mobile games for over 7 years. Experience — 30+ projects, from hyper-casual to MMORPG. We developed an event standard that increased payment conversion by 20% for one client within a month of implementation. We guarantee data transparency — you always see which events are firing and how much they bring. Get a free audit of your monetization scheme — reach out via our contact form.
Estimated Timelines
- IAP + server-side validation: 5 to 10 business days.
- Ad monetization with mediator: 3 to 7 days.
- Full cycle (analytics + IAP + ads): 2 to 4 weeks. Cost is calculated individually — request an estimate via email.
Frequent pitfalls to avoid
- Lack of server-side validation — vulnerability to hacking (fix saves 15–25% lost revenue).
- Events without parameters — data useless; no way to segment or calculate LTV.
- Showing ads in the first 24 hours — kills Day 1 retention by 15–25%.
- Direct integration of a single ad SDK — lose 30–60% of potential ad revenue.
Order a consultation — we will analyze your project and propose a plan. Contact us through the feedback form.