Optimization goals: CTR, CPA and CPV

Campaigns on the platform tune themselves toward a goal: CTR, CPA or CPV. Picking the right one matters more than any other setting.

The three goals

• CTR (click-through rate) — more clicks per impression. Good for traffic and awareness with a click.
• CPA (cost per action) — a target cost per conversion. Needs working conversion tracking.
• CPV (cost per view) — for video, the cost of each view.

How to set it

In the campaign form, choose Optimize for CTR, CPA or CPV. For CPA, enter your target — the optimization screen on the Programmatic DSP page shows an example goal of $12.00 with today's figure next to it.

What the platform does

The optimization log lists every automatic change, for example:

• Lowered the bid on placements that cost too much per result.
• Stopped buying placements with clicks but no results.
• Moved budget to the best placements.
• Blocked sources that failed the traffic checks.

Tips

1. Use CPA only with tracking in place — without conversions the goal has nothing to learn from.
2. Set a realistic target. Start near the cost you see today, then lower it.
3. Give it time. Let a campaign gather data before judging it.

Related: AI Optimization · Setting up conversion tracking