Definition
Target CPA (tCPA) is a Smart Bidding setting that tries to get as many conversions as possible while keeping the average cost per acquisition near the target you set.
In practice
Today it is an option within the Maximize conversions strategy. Some conversions will cost more and some less; the target is an average.
Setting the target far below recent results usually reduces volume sharply. Most teams start near the current CPA and adjust in steps.
tCPA works best when the conversion action reflects real business value, such as a qualified lead rather than any form fill.
Learn more: Smart bidding strategy.
Related terms
- Smart BiddingSmart Bidding is a group of Google Ads bid strategies that use machine learning to set bids in each auction, aiming for conversions or conversion value.
- Target ROAS (tROAS)Target ROAS (tROAS) is a Smart Bidding setting that aims for an average return on ad spend, based on the conversion values your tracking reports.
- Key event (GA4)A key event is a Google Analytics 4 event you mark as important to your business, such as purchase, sign_up or generate_lead.
How Markitech helps
Markitech connects your AI to Google Ads, GA4, Google Tag Manager, Meta and 12 more platforms, so it can check how Target CPA (tCPA) is set up in your own accounts and tags and propose fixes. Every change is held until you approve it.