Managing Orders and Line Items

Orders and Line Items can be used to manage demand as an alternative or in addition to Segments.


An Order (aka Campaign) is a collection of Line Items.

Order Overview

Line Items

Line Items contain the specifics of the demand opportunity, for example the demand source, the ad format(s), budgeting and targeting settings. The correct type of line item will depend on the type of demand that will flow through the Line Item. Line Item types are described below.

Orders and Line Item Setup

After logging into, go to the ‘Orders’ tab. Click on the ‘Create Order’ button at the top right.

  • Name your Order
  • Enter in the Advertiser
  • Optionally include a short description

Next, you will create your first Line Item for this Order.

  • Set the Type (see descriptions below) and Priority (all line items with the same priority level will prioritized by eCPM).
  • Line Item Budgeting - configure the delivery goal for the line item.
  • Select which ad units should target the line item. You also have the option of completing this step later.
  • Line Item Targeting - set basic targeting like location and device targeting and advanced targeting like keyword targeting and frequency capping.

Note: Once the Line Item is created, the type will be locked, but the priority level can be changed.

Line Item Types


A Guaranteed line item is typically a direct sold buy with provided creative/ creative tags, targeting criteria, a set CPM for a certain number of impressions and a start and end date. The demand used within this type of line item should fill 100% of the time. (Default is Priority 6)


A Promotional line item is for house ads like advertising another one of your applications, ads for the paid version of your app or other functions like a “rate this app” line item. (Default is Priority 10)


A Marketplace line item is typically used to set a floor price for MoPub Marketplace for users in a particular geography, or to prioritize Marketplace higher than network campaigns which default to priority 12. (Default is Priority 10)


A Network line item is typically used to traffick a special or one-time network campaign at a higher priority than your other network campaigns which default to priority 12. This is useful for running a network with a limited budget or for a limited time period. (Default is Priority 10)


A Non-guaranteed line item is typically used to traffick a campaign without a guaranteed number of impressions. Non-guaranteed line items are set by default to a priority level of 12, and compete with your Ad Networks and MoPub Marketplace as an ad source. (Default is Priority 12)


A Backfill line item is typically a promotional line item like house ads that are only used when no other higher priority line items are available. (Default is lowest Priority level, 16)

Managing Orders & Line Items

You can manage your Orders & Line Items directly from the Orders page.

Adding Creative to Line Items

After you have created your guaranteed, promotional or backfill promotional Line Items, MoPub will ask you to add creative.  If at any time you would like to add an additional creative, simply click on ‘Add a Creative’ icon on the right hand side.

  • To add a creative, first select the ‘Format’. The format should be the ad unit size creative that you are uploaded.  Please note that if you are uploading a creative for a 320×50, but the line item isn’t targeted to an ad unit with that ad size, the creative will not serve.
  • Next, select the creative type.

After you select the creative type, you will need to do the following:

  • Name the creative
  • Make sure you implement a click-through URL
  • Implement an Impression Tracking URL if your advertiser would like a 3rd party impression tracker
  • Add the App Store URL or Android package if you plan on tracking conversions. Please make sure that you have done the technical work to have conversion tracking setup properly on iOS & Android.
  • Upload the creative
    • Note: there is a 1MB file size limit for direct served creative.

Best Practices

Refresh Rate

When a refresh rate is set too low, the user is less engaged and less willing to click the ad. By setting the refresh rate for banners closer to 30 seconds, a publisher should see an increase in CTR.

In the Dashboard, click on the ad unit you want to modify, then click on the ‘Edit Ad Unit Settings’ button.

Once the ad unit details have appeared, you can enter the new refresh rate in the “Refresh Interval” feed.

Promotional Campaigns

House campaigns help drive more downloads to your existing applications, resulting in a larger user base and more advertising revenue. This can be accomplished by setting up a promotional or backfill promotional campaign.

  • Run a promotional campaign with a frequency cap to capture users before monetizing through advertising.
  • By working with a rich media partner, you can run promotional campaigns that go beyond static banner or interstitial creatives. This will increase CTRs and engagements with your house ads!
  • Always include conversion tracking code, so that you can track how many users install your applications.
  • Backfill promotional campaigns ensure that 100% of your requests are filled with impressions and none of your inventory goes to waste.

Driving In-App Purchases

One of the coolest and slightly under appreciated aspects of MoPub is the ability to use custom URI’s to drive directly to in-app purchases. The custom URI scheme is used to launch itself from either a browser or from another application.

  • To have the click-through of ads lead to an in-app purchase, you’ll need to set up a custom URI scheme (see example). Once you do that, all you have to do is drop the custom URI into the click-through URL field of the creative.
  • Promotional Campaigns: In-app purchase campaigns would be set up as promotional or house campaigns.
  • User Targeting: In-app purchases can be targeted to users that already have certain applications installed, essentially driving the user from one application to another. For cross-promotions, MoPub is able to tell when the in-app purchase campaign should be shown if the user already has that app installed, and vice versa, which can dramatically amplify user engagement.


MRAID is an IAB standard for mobile advertisers and publishers that allows rich media ad creatives to run across all compliant devices and applications.

  • Currently your preferred rich media vendors are listed here.
  • Make sure before you beginning running rich media campaigns that you have updated to the most recent versions of the SDK.
  • Test your tags in a test build of your application before committing to an advertiser.
  • Keep the user’s experience in mind – Don’t overload them with too many rich media ads!


My line item is currently paused and I would like to set it live. When I do so, the line item remains in the paused state.

Please check the status of the order to which the line item belongs, and ensure that the order is set live. The order level supersedes the line item level, so once you have set the order to live then the line item will stay in the live state.

My line item is not running.

  • Have you verified the targeting parameters? Does the person testing the ad fall into the targeting parameters you have entered in for the line item?
  • Does the ad unit size match the creative size? If these do not match up, then the line item will not deliver. If an interstitial is running, then verify that the orientation matches (landscape or portrait).Also ensure that a creative is uploaded.
  • Have you checked the budget parameters? If the line item has already delivered in full then it will not continue running. Verify to ensure you have not reached your goals.

An Advertiser provided me a tag, where do you put that?

You would set this up as an order. When you are creating the line item within the order, just be sure to select HTML as the Creative Type. When you do that, there will be a box where you can paste the tag in.

How do I set up a rich media campaign? What are the supported rich media partners?

You can set up a rich media campaign by selecting the MRAID checkbox when uploading a new creative.

Are clicks automatically tracked?

If you are plugging in a standard 3rd party tag into the HTML field, then as long as the click through is either a window.location or <a href> redirect, the MoPub system will automatically handle the click through tracking.

How are Line Items Prioritized Using Integer Priority Levels?

You can now edit the Priority of a line item, which determines the order in which your line item is served. Priority ranges from 1-16, where 1 is the highest priority and 16 is the lowest.

My app in the segment waterfall cannot be configured to run any of the ad networks nor can I adjust the eCPM parameters through the dashboard.

Within your Segment Waterfall section, take off the pre-populated status:running filter in order to enter eCPMs values and activate the ad networks along with other line item configurations. The filters will re-apply automatically upon completing the configurations.

Last updated March 06, 2019

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