Target Cost-Per-Acquisition (tCPA) is designed to:

• A. Maximize clicks.
• B. Maintain a fixed CPC.
• C. Automatically set bids to help you increase conversions while reaching an average CPA goal.
• D. Set a CPA target but not adjust bids.

Answer: (C)

Target CPA uses machine learning to adjust bids for every auction with the goal of obtaining conversions at around your chosen cost per acquisition. The system looks at signals from the user, context, and your historical conversion data to estimate how likely a click will convert and what CPA that conversion would imply, then sets bids to maximize conversions while keeping the average CPA close to the target over time. This means you can scale conversions without manually micromanaging bids, and you won’t be stuck at a fixed CPC or limited to click volume. It’s not about just chasing more clicks, nor about keeping a fixed bid; it’s about dynamically bidding to hit a cost per conversion target on average. If you don’t have enough conversion data yet or the market is highly volatile, results may take time to stabilize and won’t guarantee an exact CPA every time.