// glossary
tCPA / tROAS.
Automated bidding strategies
tCPA (target CPA) sets a target cost-per-acquisition; tROAS (target ROAS) sets a target return-on-ad-spend. Both are Google Ads automated bidding strategies that let the algorithm optimize bids against your goal. Run on insufficient data, performance fluctuates.
// detail
Data thresholds:
- tCPA — minimum 30 conversions in last 30 days. Recommended: 50+.
- tROAS — minimum 50 conversions + conversion-value signal. Recommended: 80+.
Below thresholds the algorithm operates on guesses and continually recalibrates; the account is unstable. For new campaigns, the right sequence: (1) Maximize Conversions to build data → (2) tCPA once thresholds clear → (3) tROAS once conversion value stabilizes.
Example: A new e-commerce account getting 12 conversions/month should not run tCPA — the algorithm doesn't have enough data. First reach 30+ conversions on Maximize Conversions.