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Target CPA

Target CPA is a target average conversion cost used with an applicable automated bidding strategy.

Goal, measurement and automated bidding

Measured conversions / value → Goal · CPA or ROAS → Auction-time bid
Target CPA and Target ROAS are objectives, not guaranteed outcomes. Reliable measurement is necessary for evaluation.
Text version
  • Measured conversions / value
  • Goal · CPA or ROAS
  • Auction-time bid

How it works

Choose a realistic goal based on measurement, history and business value; individual conversions can cost different amounts.

Example

Example: A €30 target aims for an average CPA, not a €30 ceiling on every action.

Common mistakes

An unrealistically low target can constrain volume.

How can you check this in practice?

Compare the target with average CPA and conversion types over a comparable period. Target CPA guides an average cost, not a cap on each conversion. With limited budget or a restrictive target, assess volume as well as the cost of a few recorded actions.

Distinctions and limitations

Target and actual CPA differ. Individual conversions can cost more or less than the target. Incorrectly counted form clicks can appear cheap without representing successful enquiries.

Official sources

Editorial responsibility: Biser Bozhinov · PPC Specialist

Updated: 05/11/2026

For a correction or question: office@z-consult.bg