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.
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
| Part | What it does |
|---|---|
| Name | A label you choose so you can find the Goal later |
| Description (optional) | A note describing what the Goal tracks |
| Event | The player action that can trigger the Goal |
| Trigger | Whether the Goal counts once per player or every time |
| Filter (optional) | Narrows the Goal to events with a specific property value |
How to Create a Goal
Open Audience Hub, navigate to your game, then go to Settings then Goals. To use a template, select one of the pre-built options on the Goals page. The wizard opens with the event and trigger pre-filled, so you can review and save in seconds.| Template | Event | Trigger |
|---|---|---|
| First Purchase | Purchase | Once per player |
| Wishlist Add | Wishlist add | Once per player |
| Email Captured | Email acquired | Once per player |
Triggers
| Trigger | What it does | Good for |
|---|---|---|
| Once per player | Only the first time a player does the action counts. Later occurrences are ignored. | Wishlist add or email capture, which happen once per player |
| Repeatable | Every occurrence counts. | Purchases, where every purchase is a conversion |
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.
Filters
A filter narrows a Goal so it only counts events that match a specific property value. For example, count a purchase only whenvalue is greater than 10. Filters are optional and can be combined with either trigger.
The available operators depend on the property type:
| Property type | Operators |
|---|---|
Numeric (value) | =, ≠, >, ≥, <, ≤, in |
String (currency, game_id) | =, ≠, in |
Supported Events
Conversion Goals currently supports four predefined events. Filterable properties depend on the event:| Event | What it means | Filterable properties |
|---|---|---|
| Purchase | A player completes a purchase | currency, value |
| Wishlist add | A player adds your game to their wishlist | game_id |
| Wishlist remove | A player removes your game from their wishlist | game_id |
| Email acquired | A player submits their email address | None |
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:Attribution check
Immutable’s attribution engine checks whether the event is linked to a paid ad click captured by the Tracking Pixel or Web SDK.
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.
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.
Current Limitations
- Four events only. Purchase, wishlist add, wishlist remove, and email acquired. In-game progression events are not supported yet.
- Predefined events only. Custom events your game sends cannot be used as Goal triggers.
- 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.
FAQ
Can I change a Goal after creating it?
Can I change a Goal after creating it?
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.
Can two Goals match the same player action?
Can two Goals match the same player action?
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.What happens when I archive a Goal?
What happens when I archive a Goal?
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.
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
Tracking Pixel
Capture click IDs from ad platforms on your marketing site
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