In Target CPA campaigns, how are order value and conversions treated?

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Multiple Choice

In Target CPA campaigns, how are order value and conversions treated?

Explanation:
Target CPA is built to optimize for conversions within a set cost per acquisition. The bidding system prioritizes getting as many conversions as possible while keeping the average CPA near the target. Order value (the revenue per conversion) isn’t the signal the algorithm uses for this bidding, so it’s effectively ignored under Target CPA. If your goal is to maximize revenue from conversions, you’d switch to a value-based approach like Target ROAS, which uses conversion value as the optimization signal. In short, conversions drive Target CPA campaigns, not order value.

Target CPA is built to optimize for conversions within a set cost per acquisition. The bidding system prioritizes getting as many conversions as possible while keeping the average CPA near the target. Order value (the revenue per conversion) isn’t the signal the algorithm uses for this bidding, so it’s effectively ignored under Target CPA. If your goal is to maximize revenue from conversions, you’d switch to a value-based approach like Target ROAS, which uses conversion value as the optimization signal. In short, conversions drive Target CPA campaigns, not order value.

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