What is target CPA?
Target CPA is an automated bid strategy where you set the average cost per acquisition you want, and the platform adjusts bids to get as many conversions as possible at around that cost. It's a goal, not a guarantee.
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How target CPA works
The platform predicts how likely each auction is to produce a conversion, then bids higher on likely ones and lower on unlikely ones. Over a period, it aims for an average cost close to your target.
Individual conversions will cost more or less than the target. The goal applies to the average over time.
Setting a sensible target
Start from your recent actual CPA and what a conversion is worth to you. A target far below your current cost can restrict delivery, because the system can't find enough conversions at that price.
Make changes in steps and give the strategy time to adjust before judging the result.
What it needs
Target CPA relies on accurate conversion tracking and a reasonable amount of conversion history. If conversions have very different values, a value-based strategy such as target ROAS may fit better.
Common questions
How is target CPA different from CPA?
CPA is the cost per conversion you actually got. Target CPA is the cost you ask the platform to aim for when it sets bids.
What happens if my target CPA is too low?
The platform may win fewer auctions and your spend and conversions can drop. Raising the target gradually usually restores delivery.
Should I use target CPA or target ROAS?
Use target CPA when conversions are worth about the same to you. Use target ROAS when conversions vary in value, such as orders of different sizes or leads of different quality that you've assigned values to.
Can I use target CPA with a new campaign?
It works better with some conversion history. New campaigns often begin with a volume-focused strategy and then move to a target.
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