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Using TCPA with 2 Primary Conversions
Posted by on November 2, 2023 at 10:11 pmI am running a Pmax campaign with 2 primary conversions: Purchase and Add to Cart (due to needing more data for bidding). I have set bidding to Max conversions with a TCPA of $100. 2 weeks in with this one, however the account has had at least one Pmax going for 2 months now.
Over time the CPA (for all conversion actions) on the current campaign has stayed well under $50…due to the conversions from add to carts. However my actual CPA for purchases is closer to $150.
My question is, how long should I continue to include Add to Cart as a primary conversion? And how should I transition to only using Purchases as a primary?
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1 Reply
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Would say it depends on how many purchase conversions you’ve got. I would probably switch after maybe 20-30 purchases.
I’d make the switch early in the week so I can monitor what happens to CPC:s / spend. It’s possible you need to raise the CPA somewhat to avoid volume drops.
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