Ads Manager

Ads Manager offers advertisers valuable control over their ad campaigns, empowering them to create, optimize, and measure ads effectively while reaching their campaign objectives. Advertisers can use this tool to manage their ad campaigns, ads reporting, and ads billings in one place. Ads Manager allows you to create campaigns for Immersive Ads for ad units within experiences (image ads, portal ads), and for sponsored experiences, which appear on the Home, Search, and Discover pages.

Creating an Ad Account

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

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

To create an ad account:

  1. Visit ads.roblox.com while signed in to your Roblox account and select the CREATE AD ACCOUNT button.

  2. Choose between a Personal or Business ad account. A personal account is for individuals who wish to advertise on Roblox, while a business account manages a company's ad presence on Roblox.

  3. Check the box to confirm the provided information and click the CREATE AD ACCOUNT button. You'll receive a welcome letter at your verified email address confirming your account creation.

Adding a Payment Method

Before you can create and manage ads on Roblox, you first need to provide a payment method. To add a payment method to your ad account:

  1. Navigate to Payment Settings in the Ads Manager.

  2. There are two payment methods available for selection:

    1. Credit or Debit Card: Credit or debit cards are 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.
    2. Robux Ad Credit: Converting Robux into ad credits to fund your campaigns is available for all users 13 and up. For more information, see Converting Robux to Ad Credits.

Converting Robux to Ad Credits

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

Advertisers can specify the amount of ad credit they wish to purchase. When converting Robux to ad credits, consider the following:

  • 1 ad credit is equivalent to 285 Robux.
  • 10 ad credits is the minimum conversion requirement.

This minimum conversation requirement streamlines the conversion process, prevents inaccuracies, and ensures that your ad credit balance is sufficient to support meaningful advertising campaigns.

Creating Ad Campaigns

An ad campaign is a coordinated series of ads designed to achieve a specific goal. To create an ad campaign, you must do the following:

  1. Define the ad campaign: Campaigns are defined by their campaign objectives, budget, and duration.
  2. Define ad sets: An ad set is a group of ads within a campaign that shares the same targeting and bidding parameters.
  3. Create ads: Ads are the individual ads shown to players.

Before launching your campaign, you'll be able to review your campaign details before submitting it to Roblox for moderation and approval.

Define the Campaign

Campaigns are defined by their campaign objective and budgeting and scheduling parameters.

Campaign objectives are divided into two categories:

  • Awareness: Campaigns focused on awareness show image ads to increase awareness of your brand. These are placed as image ads in-experience, appearing as virtual billboards.
  • Visits: Campaigns focused on visits aim to attract people to your experience on Roblox. These can take the form of either Immersive Ads placed within portal or image ad units in publisher experiences, or as sponsored experiences on the Home, Discover, and Search pages.

Budgeting and scheduling parameters control campaign spending and duration. There are two different types of budgets:

  • Daily budgets: A daily budget is the maximum amount you'll pay for your ads per day.
  • Lifetime budgets: A lifetime budget is the maximum amount you'll pay for your ads for the duration of the campaign.

You cannot set both a daily and lifetime budget. Budgets are paid by either your credit card on file or existing ad credit balance.

To set up an ad campaign:

  1. Navigate to the Manage Ads tab in the Ads Manager and click the CREATE button. The Campaign window displays.

  2. Select your Payment Method. If using ad credits, ensure the campaign budget does not exceed the available ad credits within your account. Ad credits will be debited upon campaign submission based on your set budget.

  3. Determine the Campaign Objective by selecting it in the dropdown.

  4. Determine the Daily Budget or Lifetime Budget for your campaign. You cannot set both a daily and lifetime budget.

  5. Determine the length of your campaign by selecting the End Date field.

    • End dates are optional when using daily budgets for debit and credit cards. If an end date is not set, campaign will run indefinitely using the daily budget.
    • End dates are required for ad credit funded campaigns.
  6. Name your campaign and click the NEXT button.

Define Ad Sets

Ad sets are a group of ads within a campaign that share the same targeting and bidding parameters. When defining an ad set, you can customize the audience, ad placement, brand suitability, and bidding settings.

Audience settings on Roblox enables you to choose who will see your ad. You're able to determine their geographical location, gender, age, and what device they're playing on.

Ad placement refers to where your ads will be discoverable.

  • Advertisers with a visits campaign objective can choose between Immersive Ads placed within immersive ad units in publisher experiences, or as Sponsored Experiences on the Home, Discover, and Search pages.
  • Advertisers with an awareness campaign objective can only choose an in-experience billboard.

Brand Suitability controls give you the ability to filter what kinds of experiences your ads will be served in. You're able to select among three inventory tiers: Full, Standard, and Limited.

  • Full Inventory — Ads served in experiences with All Ages, 9+, 13+, and 17+ age recommendations. Choosing this option will maximize your reach.
  • Standard Inventory — Ads served in experiences with All Ages and 9+ age recommendations.
  • Limited Inventory — Ads served in experiences with All Ages age recommendations. Choosing this option will lower your reach and may increase CPM.
Brand Suitability TiersExperiences Eligible to Serve AdsUsers Eligible to See Ads
Full InventoryAll Ages, 9+, 13+, 17+13+, except in 17+ experiences where users must be 17+ and ID-verified
Standard Inventory All ages, 9+Users age 13+
Limited Inventory All AgesUsers age 13+

These Brand Suitability controls only affect which experiences ads can appear in, not who can see an ad. Per our advertising standards, no users under the age of 13 will see Roblox ads. For example, if an advertiser chooses Standard Inventory, their ads may be shown in an experience with a 9+ age recommendation to audiences who are 13+.

Regardless of what option you select, your ads will not be shown in experiences that do not comply with the Roblox community standards. For more information about what type of content gets shown for each inventory type, see Brand Suitability Tables.

Bidding refers to advertisers competing to show their ads to players through the available ad units placed in experiences. Bids are reflected as CPM (cost-per-thousand impressions). Your max bid for CPM is the maximum amount you're willing to pay every thousand impressions. For more information about Roblox's bidding system, see Bidding and Auction.

To define an ad set:

  1. Determine the regions you want your ad to appear in.

  2. Determine the gender and age range of the players you wish to see your ads, as well as which devices you'd like your ads to appear on. Some options may not be available in some locations.

  3. Select where your ad will appear, determined by your campaign objective.

  4. For Immersive Ads, determine what kinds of experiences you want your ads to be shown in. Selecting Standard Inventory or Limited Inventory will exclude experiences with more mature content but may limit your reach.

  5. Choose which genres you want to target with your ads. For sponsored experiences, this represents the genre interests of your audience. For Immersive Ads, this represents the genre of the experiences your ads will display in.

  6. Determine how you want to spend your budget. A higher CPM can increase the chances of winning the auction, but it also means you'll pay more.

  7. Lastly, name your ad set and click the NEXT button.

To maximize your advertising reach and use both in-experience portals and sponsored experiences within the same campaign, consider creating an additional ad set. This flexibility enables you to experiment with different ad strategies and optimize your campaign's performance.

Brand Suitability Tables

The following tables show what types of content you can expect to appear alongside your Immersive Ads depending on your brand suitability inventory selection.

While context exclusions are done as effectively as possible, complete accuracy is not guaranteed. Brand Suitability controls only affect which experiences ads are shown in and not the age of who sees an ad. Regardless of what Brand Suitability options you choose, your ads will only be shown to 13+ users. Content types listed within the brand suitability guidelines are thematic examples and are not guaranteed to appear within each inventory tier.

For more information on content exclusions associated with age ratings, see Experience Guidelines and Age Recommendations.

Always Excluded Content

This content is not allowed on the platform in any context.

  • Extreme violence including real-world depictions of graphic violence, war crimes, or terrorism
  • Depiction of real-world sensitive events
  • Depiction of sexual acts or nudity
  • Hate speech or promotion of hate groups
  • Discussion or depiction of use of illegal drugs or regulated substances including tobacco, vaping, and steroids
  • Discussion or depiction of political content including political parties, political candidates, and elected officials






Violent Content and GoreFullStandardLimited
No violence, occasional mild violence or light unrealistic blood.IncludedIncludedIncluded
Repeated mild violence or heavy unrealistic blood.IncludedIncludedExcluded
Moderate/strong violence or realistic blood.IncludedExcludedExcluded
Crude Humor and Language
Mild crude humor.IncludedIncludedExcluded
Moderate crude humor.IncludedExcludedExcluded
Presence of strong language.IncludedExcludedExcluded
Illegal or Regulated Goods and Activities
Presence of alcohol.IncludedExcludedExcluded
Unplayable gambling content.IncludedExcludedExcluded
Romantic and Sexual Content
Non-sexual romantic themes.IncludedExcludedExcluded

Bidding and Auction

Ads on Roblox work in a bidding system, where advertisers bid to have their ads shown to users through the available ad units placed in an experience. When determining your bidding settings, bids are reflected as CPM (cost-per-thousand impressions). Your max bid for CPM is the maximum amount you're willing to pay every thousand times your ad is seen by the user. A higher CPM can increase the chances of winning the auction, but it also means you'll pay more.

Coinciding with this, Roblox runs an auction to determine the best ad to show when there is an ad opportunity. Advertisers set the maximum price they are willing to pay as CPM or CPP (cost per play). Roblox considers the player and ad information to generate an eCPM (effective cost per thousand impressions) value for each ad in the request.

All eligible ads participate in a second price auction. The ad with the highest bid wins the ad slot, but only charges the price of the second highest price, plus one cent. In principle, this looks like:

  1. Advertisers submit their bids for ad space.
  2. Roblox calculates the eCPM value for each ad based on the player and ad information.
  3. The ads are then placed into an auction.
  4. The ad with the highest eCPM value wins the auction.
  5. The winning ad is then displayed to the player.
  6. The advertiser is charged its bid amount price.

As an example:

  1. An advertiser wants to display their ad on a website.
  2. The advertiser submits a bid of $10.
  3. Another advertiser submits a bid of $12.

The second advertiser wins the auction and is charged $10.01, the price of the second highest bid, plus one cent.

Genre Targeting

You can target particular genres with your ad sets. Note that these are Roblox's genre classifications and may not be the same as the genre categories self-declared by developers. There are nine genres available for targeting:

  • Action - Emphasizes physical challenges that require motor skills such as jumping, shooting, and climbing.
  • Adventure - Complete tasks by using clues and interacting with people or the environment to progress gameplay.
  • Obby - Requires players to navigate a series of challenging obstacles to reach a goal or complete a task.
  • Roleplaying - Players assume the roles of characters in a fictional setting and have freedom to influence the story.
  • Simulation - Experiences that closely simulate real world or fictional realities.
  • Social - Enables an environment where characters can meet friends, hangout, and socialize.
  • Sports - Emulates the playing of traditional or fictional physical sports.
  • Strategy - Focuses on skillful thinking and planning to achieve success.
  • Tycoon - Players take on the role of a business owner and manage various aspects of the business to achieve success and profitability.

For Immersive Ads, the genres you select apply to the content of the experiences your ads will display in. For instance, if you select only Roleplaying, your ads will not appear in any experiences classified as Action. For sponsored experiences, these classifications apply to your users. Ads will only be served to users who like to play experiences in your selected genres.

Create Ads

You can create three different types of ads using the Ads Manager:

  • Sponsored Experiences appear as sponsored experience tiles on the Home, Discover, and Search pages.
  • Portal Ads are static, non-clickable images within the 3D space of an experience, with a door that teleports a player into an advertiser's experience.
  • Image Ads are static, non-clickable images within the 3D space of an experience.

The Ad Type is determined by your campaign objective. Campaign objectives valuing awareness are displayed as image ads, while campaign objectives valuing visits are displayed as tile and portal ads.

Roblox reviews each submitted ad prior to it being run. Ensure your ad is eligible to run by following the Roblox Advertising Standards.

To create a sponsored experience:

  1. Select the Destination Experience you want the player to join after selecting your sponsored experience.

  2. Click the UPLOAD FILE button in the drag and drop window. A navigation window displays.

  3. Navigate to and confirm the image file you'd like to use.

  4. With your ad image selected, preview it by clicking the Expanding Arrows over the image thumbnail.

  5. Name your image ad in the Ad Name field and click the NEXT button. The Review window displays.

Portal Ads

To create a portal ad:

  1. Select the Destination Experience where you want the viewer to land after walking through the portal ad.

  2. Click the UPLOAD FILE button in the drag and drop window. A navigation window displays.

  3. Navigate to and confirm the image file you'd like to use.

  4. With your ad image selected, preview it by clicking the Expanding Arrows over the image thumbnail.

  5. Name your image ad in the Ad Name field and click the NEXT button. The Review window displays.

Image Ads

To create an image ad:

  1. Click the UPLOAD FILE button in the drag and drop window. A navigation window displays.

  2. Navigate to and confirm the image file you'd like to use.

  3. With your ad image selected, preview it by clicking the Expanding Arrows over the image thumbnail.

  4. Name your image ad in the Ad Name field and click the NEXT button. The Review window displays.

Review the Campaign

With your ad campaign, ad set, and individual ad created, it's time to review your selections. This final screen enables you to revisit any previous setting of your campaign and is required for review before launch. Once submitted, your ad is reviewed by moderators for approval.

To review your ad campaign:

  1. Click the EDIT CAMPAIGN button to make changes to the campaign settings.

  2. Click the EDIT AD SET button to make changes to the ad set. You can create multiple ad sets after your initial submission.

  3. Click the EDIT AD button to make changes to the individual ad. You can create multiple ads after your initial submission.

  4. When you finish reviewing, click the SUBMIT button.

Editing Campaigns

Once a campaign, ad set, or ad is submitted, an advertiser can make adjustments to certain parameters. To determine which parameters are changeable, consult the following table:

ChangeableFixed
Campaign nameCampaign objective
Campaign end and start datesCampaign budget type
Campaign budget amountAd set bid type
Ad set bid amountAd set targeting parameters
Ad set name
Ad name
Ad type

Canceling a Campaign

If an advertiser wishes to retract a campaign for any reason, they have the option to cancel the campaign up to six hours before its scheduled start time. Cancellation is accessible at the campaign level and automatically cancels any associated ad sets and ads. This feature is available for campaigns with any payment method, and enables advertisers to recover their ad credits or prevent their credit or debit card from being charged.

You can't transfer ad credits associated with a specific campaign to another campaign. When a campaign is cancelled, Roblox applies the campaign's ad credits back to the account.

Ads Reporting

Ads reporting is a tool that provides necessary information to effectively manage campaigns at the campaign, ad set, and individual ad level. Ads Manager utilizes click-based attribution for conversion tracking, ensuring accurate and transparent reporting. Ads reporting helps advertisers evaluate campaign performance, optimize strategies, and reach their campaign objectives.

  • Ad Campaign Reports: Ads reporting at the campaign level offers insights into overall campaign effectiveness, enabling advertisers to compare and optimize various campaigns they have running simultaneously. This level provides a holistic view of performance, guiding budget allocation and strategy adjustments.
  • Ad Set Reports: Ads reporting at the ad set level highlights targeting and budget effectiveness, enabling adjustments for better audience engagement. This level informs optimization for specific audiences.
  • Ad Reports: Ads reporting at the individual ad level assesses creative impact, guiding design improvements. This level reveals ad resonance and informs creative refinements.

Ad Campaign Reports

The information provided at the campaign level includes:

Reporting ColumnDefinition
NameThe name of the ad campaign.
Off/OnA toggle indicating if the ad campaign is active, paused, or disabled.
StatusDisplays the status of the ad campaign. For a list of all statuses, see Ad Campaign Statuses.
SpentThe total amount of USD or ad credit you have spent on the selected campaign.
ImpressionsA count for every time a user sees an ad according to Roblox's internal criteria.
Cost Per Mille (CPM)The cost of 1,000 impressions of your ad.
ClicksThe number of times users clicked on your ad on the Home, Discover, and Search pages.
Click-Through Rate (CTR)Percentage calculated by dividing the number of clicks by the number of impressions and multiplying by 100.
Cost Per Play (CPP)The average cost incurred for each play, calculated by dividing the total campaign cost by the number of plays.
PlaysThe number of times users entered your experience.
Play RatePercentage calculated by dividing the number of plays by the number of impressions.
BudgetThe amount of money allocated for this ad campaign, on a daily or lifetime timeframe.
ObjectiveDisplays the campaign objective between awareness or visits.
ScheduleDisplays the campaign run time.
Payment MethodThe method used to pay for your advertising campaign, categorized as either card or ad credit.

Ad Set Reports

The information provided at the ad set level includes:

Reporting ColumnDefinition
NameThe name of the ad set.
Off/OnA toggle indicating if the ad campaign is active, paused, or disabled.
StatusDisplays the status of the ad set. For a list of all statuses, see Ad Set Statuses.
CampaignShows to which campaign an ad set belongs.
Ad PlacementWhere an ad is displayed, between in-experience, and as sponsored experiences on the Home, Discover, and Search pages.
Max BidThe maximum bid amount set for ad auction, shown in either USD or ad credit.
SpentThe total amount of USD or ad credit you have spent.
ImpressionsA count for every time a user sees an ad according to Roblox's internal criteria.
Cost Per Mille (CPM)The cost of 1,000 impressions of your ad.
ClicksThe number of times users clicked on your ad on the Home, Discover, and Search pages.
Click-Through Rate (CTR)Percentage calculated by dividing the number of clicks by the number of impressions and multiplying by 100.
PlaysThe number of times users entered your experience.
Play RatePercentage calculated by dividing the number of plays by the number of impressions.
Cost Per Play (CPP)The average cost incurred for each play, calculated by dividing the total campaign cost by the number of plays.

Ad Reports

The information provided at the individual ad level includes:

Reporting ColumnDefinition
NameThe name of the ad.
Off/OnA toggle indicating if the ad campaign is active, paused, or disabled.
StatusDisplays the status of the individual ad. For a list of all statuses, see Ad Statuses.
Ad SetDisplays the ad set the corresponding individual ad belongs to.
Ad FormatDisplays if the Ad is an Image or Portal Ad.
SpentThe total amount of USD or ad credit you have spent.
ImpressionsA count for every time a user sees an ad according to Roblox's internal criteria.
Cost Per Mille (CPM)The cost of 1,000 impressions of your ad.
ClicksThe number of times users clicked on your ad on the Home, Discover, and Search pages.
PlaysThe number of times users entered your experience.
Play RatePercentage calculated by dividing the number of plays by the number of impressions.
Cost Per Play (CPP)The average cost incurred for each play, calculated by dividing the total campaign cost by the number of plays.

Delivery Columns

The delivery column of the Ads Manager defines the status of your campaign, ad set, or ad.

  • Ad Campaign Statuses offer a valuable overview of the campaign's overall progress, helping advertisers identify and optimize active, underperforming, or completed campaigns for better results.
  • Ad Set Statuses highlight the performance of each ad set in terms of targeting and budget allocation, enabling advertisers to fine-tune their strategies for improved audience engagement and to reach their campaign objectives.
  • Ad Statuses provide insights into the delivery status of each individual ad, allowing advertisers to monitor their effectiveness and note any dependencies on their parent ad sets or Campaigns.

You can use the following status tables to understand what each status means.

Ad Campaign Statuses

Delivery StatusDefinition
ActiveYour campaign contains at least one ad running normally.
PausedThe campaign is not delivering because it is toggled off (paused by user).
ScheduledThe campaign flight dates are set in the future and will begin delivering when the start date has passed.
InactiveThere are no delivering ad sets within the campaign. This could mean that no ad sets have been created within the campaign, all ad sets or ads are paused, or a combination of the two. Looking at the Ad Sets or Ads tab will help determine why they are not delivering.
ErrorTechnical error. Please contact support.
CompletedThe campaign, ad set or ad is no longer running because the scheduled end date has passed.

Ad Set Statuses

Delivery StatusDefinition
ActiveThe ad is running normally, or your campaign or ad sets contains at least one ad running normally.
PausedThe ad set is not delivering because it is toggled off.
InactiveThere are no delivering ads within the ad set. This could mean one or more of the following: No ads have been created within the ad set. Ads are paused or have been rejected. Looking at the Ads tab will help determine why they are not delivering.
ScheduledThe ad set start date is set in the future and will turn on at the scheduled time for the campaign.
CompletedThe campaign, ad set or ad is no longer running because the scheduled end date has passed.
ErrorTechnical error. Please contact support.

Ad Statuses

Delivery StatusDefinition
ActiveThe ad is running normally, or your campaign or ad sets contains at least one ad running normally.
RejectedThe ad can't run because it doesn't comply with Roblox advertising policy.
In ReviewThe ad is in review to make sure it complies with Roblox Advertising Standards. Following this review, your ad will become active and begin running as scheduled.
PausedAd is toggled off by the user.
CompletedThe campaign, ad set or ad is no longer running because the scheduled end date has passed.
PausedAd is toggled on but parent campaign is off so ad is not active.
PausedAd is toggled on but parent ad set is off so ad is not active.
ErrorTechnical error. Please contact support.

Ads Billing

Ads billing charges advertisers for ad placements on Roblox using the payment method on file. Billing information can be found under Payment Activity.

Credit and Debit Cards

There are two points at which an advertiser gets charged on Roblox when using a credit or debit card. The first is whenever an advertiser reaches their payment threshold, and the second is at the first of the month if the payment threshold is not reached. Ad spend using debit and credit cards has a daily limit of $300 USD.

Roblox advertisers have a payment threshold of $100 USD. Whenever an advertiser account accrues a balance of $100 through advertising on Roblox, their payment method on file is charged. If the payment threshold is not reached by the end of the month, the remaining outstanding balance is paid instead.

For example:

  • An advertiser's account reaches the $100 payment threshold on May 7th due to their campaign parameters.
  • Their payment method gets charged $100 on May 7th.
  • If they accrue less than $100, their payment method gets charged the amount at the monthly billing cycle's close.

Ad Credits

Campaigns using ad credit are settled at the end of the campaign at the end date. Any unused ad credits will be refunded to their ad credit balance within 24-48 hours after the campaign ends. Ad credits will never be refunded to Robux. There is no daily spend limit when using ad credits.

For example:

  • Advertiser sets 100 ad credit campaign running from 8/1 to 8/7.
  • 100 of ad credits are debited.
  • Campaign spends 75 by the end.
  • The remaining 25 will be refunded in ad credits.

Ad credit-related activities are categorized as follows:

  • Purchased Ad Credit: Transactions related to converting Robux into ad credit. This transparent categorization ensures 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 ensures that your ad credits are efficiently utilized 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 diligently combats ad fraud using advanced detection methods for bots and other fraudulent activities, ensuring advertisers 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.

Roblox may suspend ad campaigns or advertiser accounts for non-payment of services properly rendered. To avoid fraudulent behavior and maintain advertising integrity, advertisers should follow these best practices:

  • Do not attempt to upload malware to the Roblox Ad Manager.
  • Do not provide false identification or payment information to Roblox.
  • Do not make fraudulent refund requests or dispute payments for services properly rendered.