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Conversion Goals are currently in alpha. Supported events and behavior may change between releases.
Who is this for? Marketers and game developers who want control over which in-game actions trigger postbacks to ad networks, rather than forwarding every supported event.
Conversion Goals let you define which player actions count as a conversion for your game. Only the actions you configure are forwarded to your connected ad networks.

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What Is a Goal?

A Goal is a rule that defines which player actions count as a conversion. For example:
  • When a player completes a purchase, that counts as First Purchase
  • When a player adds your game to their wishlist, that counts as Wishlist Add
  • When a player submits their email, that counts as Email Captured
A Goal is made up of: Goals are scoped per game. A Goal you create for one game does not appear in another.

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How to Create a Goal

Open Audience Hub, navigate to your game, then go to Settings then Goals. If your game has no Goals yet, the Goals page shows quick-start options for common actions such as first purchase, wishlist add, email capture, and first launch. These shortcuts pre-fill the event and trigger. They only appear while the Goals list is empty. To configure a Goal yourself, select Create goal. The wizard has up to three steps:
1

Choose an event

Select Built-in to use one of Immutable’s pre-built events, or select Custom event to use an event defined by your game.For a custom event, you can choose an event seen in your game’s data, reuse an event from another Goal, or enter a new event name.
Custom event names are case-sensitive and must exactly match the eventName your game sends. A Goal for level_complete does not match an event named Level_Complete.
2

Add filters

Optionally narrow when the Goal fires. Built-in events provide their supported properties. For a custom event, enter the property name, select its type, choose an operator, and enter the value.This step is skipped when the selected built-in event has no filterable properties.
3

Review and create

Enter a name and optional description, confirm the event, trigger, and filters, then select Create goal.

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Triggers

When you create a Goal you choose Once per player, but a saved Goal displays this trigger as First-time only. The two labels mean the same thing.

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Filters

A filter narrows a Goal so it only counts events that match a specific property value. For example, count a purchase only when value is greater than 10. Filters are optional and can be combined with either trigger. The available operators depend on the property type: You can add up to five filters to a Goal. Every filter must match for the Goal to fire.

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Built-in Events

Conversion Goals provides five built-in events. You can also create a Goal from a custom event your game sends. Filterable properties for built-in events depend on the event:

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How Goals Connect to Postbacks

Conversion Postbacks are server-to-server callbacks Immutable sends to your connected ad networks when a conversion happens. A Goal defines what counts as a conversion; a postback is what Immutable sends when one occurs. A postback only fires when an attributed event matches an active Goal. The path from a player action to an ad network:
1

Player action reaches Immutable

Your game sends an event via the Unity SDK, Web SDK, or REST API.
2

Attribution check

Immutable’s attribution engine checks whether the event is linked to a paid ad click captured by the Web SDK.
3

Goals evaluation

The event is checked against every active Goal for the game. If it matches a Goal’s event, trigger, and filters, the conversion is recorded.
4

Postback fires

Immutable sends a postback for that conversion to every connected ad network. If no Goal matches, no postback is sent.
In Conversion Goals, a matching conversion fires to all connected ad networks. Per-Goal network selection is not available yet. To manage which networks receive postbacks, go to Settings then Integrations.

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Managing Goals

From Settings then Goals you can:
  • View all active Goals and their configuration
  • Edit a Goal’s name, description, event, trigger, or filter. Changing the event clears any filter clauses, because they may not apply to the new event.
  • Archive a Goal to stop it matching new events. Archiving is permanent and cannot be reversed. Archived Goals are kept for reference and do not count toward the active limit.
  • Filter the list by active or archived status
Each game can have up to 50 active Goals. Archived Goals do not count toward this limit. If you reach the cap, archive an existing Goal before creating a new one.

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Current Limitations

  • Exact custom event names. Custom event matching is case-sensitive. Immutable does not correct misspelled or differently cased event names.
  • No retention-window triggers. Conditions like “active on day 7” are not available yet.
  • All Goals fire to all connected networks. Per-Goal network selection is not available yet.

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FAQ

Yes. You can edit a Goal’s name, description, event, trigger, and filter at any time. If you change the event, any existing filter clauses are cleared because they may not apply to the new event.
Yes. Each matching Goal records its own conversion and sends its own postback. For example, two active Goals on the purchase event with different filters will each fire independently if a purchase satisfies both.
Archiving stops the Goal matching new events straight away. It cannot be reversed. Conversion records from before archiving are preserved, and archived Goals do not count toward the 50-active-Goal limit. To see archived Goals, switch the filter on the Goals page to Archived.

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Next Steps

Conversion Postbacks

Configure which ad networks receive postbacks when a Goal is matched

Attribution

How Immutable attributes player actions back to ad campaigns

Unity SDK

Send in-game conversion events from Unity builds

Web SDK

Send events from web games and marketing sites

REST API

Send events from your backend or game server