Google Ads unveils tCPA Insight Box for Demand Gen campaigns

Google Ads introduced a new tCPA (target Cost Per Action) Insight Box for Demand Gen campaigns, following a similar feature for Performance Max and Standard Shopping campaigns.

Why it matters: This new feature can help you quickly assess advertising campaign performance and make data-driven decisions to optimize your ad spend.

Key features:

  • Shows if Actual CPA is within the expected range.
  • Displays weekly CPA averages with projected conversions.
  • Calculates typical variation based on historical campaign data.
  • Indicates whether the target is within typical variation.
  • Aims to keep overall cost per conversion equal to set target CPA.

First seen: We first learned of this update via Thomas Eccel on LinkedIn:

Screenshot 2024 07 08 At 18.10.55

What to watch. How advertisers use this new information to adjust their strategies and whether it leads to improved campaign performance.

What’s next. You should familiarize yourself with the new Insight Box and consider how it can inform your campaign optimization efforts.

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About the author

Anu Adegbola

Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.

In 2008, Anu’s career started with

 delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.

Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live, host of weekly podcast PPCChat Roundup, and brand evangelist at ClickTech. 
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.

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