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How long do you wait before you decrease the Target CPA on Maximize Conv?
Did 30 days on Max Clicks and got 21 conversions.
For the 2nd month I switched to Maximize Conversions and the recommended tCPA was 152, so I left it at that.
Now it's the end of the 2nd month and I'm tempted to decrease the tCPA to 105 because that's what it was the last 7 days. Thoughts?
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1 Reply
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It’s less about time than quantity.
Did you get 50 conversions over the last 7 days at $105? Then yeah, probably fine to decrease without much impact.
Did you get 4 conversions? Then no. Probably enough data, and you could choke out the algorithms with an artificially low CPA.
Generally you want to see ~30ish conversions and at least a week of time before you adjust tCPA goals (i.e. get 30 conversions over a couple weeks, or if you get 30 conversions a day give it at least a week to account for day/weekend fluctuations). At least that’s the conservative route; there’s arguments to do it quicker but they have more room for error.
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Is move the target down about 10% every 3 days or so.
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8 conversions over a week could be a fluke, you need more data. I had a client get 5 conversions in a single day and none for the next 10 days. I would wait until you have consistency. Dropping CPA may mean giving up ad rank which could or could not reduce conversions. Maybe you found a sweet spot, maybe not. I would hold for now.
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