Metrics
CPA (Cost Per Acquisition)
The average cost of acquiring one conversion.
CPA = total cost ÷ conversions. It is the metric most advertisers actually care about, because it maps directly to unit economics.
Target CPA bidding lets Google optimise toward a CPA you set. If your tracked conversions are incomplete, target CPA optimises toward the wrong signal.
MyAd audits conversion tracking first, then evaluates CPA by campaign, keyword and audience to find where targets are being missed.