What Is Target CPA (Cost Per Acquisition)?

Target CPA (Cost Per Acquisition) is a bidding strategy in Apple Search Ads that enables advertisers to specify the maximum amount they are willing to pay for a user acquisition, such as an app download. The platform’s algorithms automatically aim to optimize and adjust bids across various auctions to achieve this cost goal without exceeding the set budget. Note that setting a CPA cap may limit impressions and conversions, and campaigns may need sufficient time to run in order to acquire enough data to set a target CPA in an informed manner. However, for advertisers who have a clear understanding of their app’s value per user and want to maintain profitability while scaling their user base, this strategy can be extremely effective.