Target CPA is an automated bidding strategy in which the advertiser specifies the desired average cost per conversion, and the system bids to hit that level. The algorithm allocates budget toward the auctions expected to deliver conversions within the target. Individual conversions may cost more or less than the target, while the average is kept on track.
With a target CPA of $20, the campaign bids more aggressively on users with a high probability of converting and less on the rest.
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