Reply To: Budget steering with tROAS

[smithusali]

I’d treat tROAS as an efficiency lever first and budget lever second. Small adjustments (10–15%) can definitely help pace spend, but using tROAS as the main budget control can confuse bidding—especially if targets become unrealistic.

I’ve seen better stability by managing budget with actual budgets/shared budgets, then using tROAS for efficiency tuning. Otherwise strong SKUs can get throttled just because the target got pushed too high.

So yes, useful as an extra pacing lever—but I wouldn’t rely on it as the primary budget control.