This article describes how to move from Target CPA to Target ROAS. You can make this move without changing your campaign's conversion goal and primary conversion action, and you can start to measure values for those conversion actions.
Note: Please give the system time to optimize to your new goals. Estimated timelines are outlined below. Monitor performance and use your judgement as you make these transitions.
Recommended steps
Ensure conversion values are reported for the existing conversion action through your conversion goals settings, offline conversion import, or through the site tag.
- Do not make any edits to your campaign's selected conversion goal.
- Continue to use Target CPA for 1 to 2 conversion cycles. This allows Smart Bidding to learn conversion value data.
Ensure values are passed across all campaigns that share conversion tracking, whether account or MCC-level, even if only planning to test a few campaigns on Target ROAS. This ensures that the bidding system trains across all campaigns that share conversion tracking.
Switch to Target ROAS or Maximize conversion value bid strategy.
- Tip: If switching to Target ROAS, use the prior 4 weeks historical ROAS (excluding conversion delay) to determine your target.
Smart Bidding will adjust to the new target over the next 1 to 2 conversion cycles. Adjust targets and/or budgets to manage performance.
