When it comes to setting up your campaigns, selecting the right bidding strategy is crucial. Two common bidding strategies for Performance Advertisers are Maximize Conversions and Target CPA (Cost-Per-Acquisition); this FAQ will help you understand when to use each strategy and the key differences between the two.
What is Maximize Conversions?
Maximize Conversions is a new bidding strategy designed to predictably spend your daily budget while also delivering as many conversions as possible.
What is tCPA?
Target CPA (Cost-Per-Acquisition) is an automated bidding strategy where you set a specific cost target for each conversion. Our Ad Manager will adjust your bids to achieve that target cost and deliver conversions.
How are they similar?
Both smart bidding strategies utilize AI and machine learning to achieve conversions and require the integration of a pixel/postback.
| Bidding Strategy | Maximize Conversions | Target CPA |
| Goal |
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| Advantages |
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| Who's a good fit |
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How to set up Target CPA and Maximize Conversion Campaigns
- For both types, choose “Conversions” as your campaign objective
- For tCPA, select the “Target CPA” bid type in your ad set
- For “Maximize Conversions” select the “Maximize Conversions” bid type in your ad set.