Target CPA (Smart Bidding)
Automated bidding that tries to get conversions at or near a cost-per-action goal you set.
What it means
Target CPA automatically sets bids across auctions to try to get as many conversions as possible at or near a target cost per conversion you specify. It's one of the recommended replacements for the retired Enhanced CPC strategy.
Why it matters
Target CPA needs a reasonable amount of recent conversion history to perform well — setting it on an account with very few conversions, or setting an unrealistic target far from what the campaign has actually been achieving, tends to produce erratic results rather than efficient ones.
ask datanephew
Is my Target CPA set at a realistic number?
Ask datanephew to compare your target against what the campaign has actually been converting at recently. A target far from that number can make the strategy struggle to spend efficiently.