Set and adjust your
CPA cap

Consider how much you want to spend on a tap-through install

You have the option to set a tap-through cost-per-acquisition (CPA) cap at the ad group level in your search results campaigns. Our system will use this amount to derive a bid ceiling across all keywords for that ad group, with the goal of getting installs near or below the CPA cap. Keep in mind that the CPA cap you enter will set a bid ceiling for all the keywords in your ad group, even if you have max CPT bids that are higher than the bid ceiling.

Note that:

  • Setting a CPA cap is optional and limits impressions and installs.
  • Although we aim to set bid ceilings that result in a CPA close to the CPA cap that you enter, the CPA cap isn't guaranteed, and the ad group's actual CPA may exceed the CPA cap you enter.
  • Bid ceilings set by the CPA cap will never exceed your max CPT bid.

Consider giving your campaign time to run so you can learn from the results before you set a cap. Once set, you can adjust your CPA cap at any time.

How to set or adjust your CPA cap

  1. From your Campaigns dashboard, click the search results campaign with the ad group containing the CPA cap you want to change.
  2. Within the Ad Groups dashboard, make sure you can see the CPA Cap column. If it’s not showing in the table, click the “Edit columns” link on the right and add CPA Cap to the Columns to Show section.
  3. Click the amount in the column.
  4. Enter your new amount in the highlighted field.
  5. Click the check mark to confirm.