Smart CPA
How the UluMob Smart CPA strategy raises and lowers bids per zone every night to keep your cost per conversion near a target, and blocks zones that never convert.
Smart CPA is a bidding strategy for CPM and CPC campaigns that have conversion tracking. You set a target cost per conversion (target CPA). Every night UluMob looks at how each zone performed and moves that zone's bid toward the target. Your campaign is still billed the normal way, per impression or per click.
Turn it on
- Set up at least one active conversion type under Tracking and send postbacks, so conversions are counted.
- In the campaign form, Basics step, choose Smart CPA under Bidding. It is offered for CPM and CPC pricing.
- Enter the Target CPA (USD). It cannot be lower than the platform minimum or the CPA floor of the format.
What the optimizer does
Each night it reads the last days (the platform default is 7) of spend, clicks and conversions per zone. A zone is judged only when it has spent at least the minimum spend and has the minimum number of clicks. For each judged zone:
| Zone's CPA compared with your target | What happens to the zone bid |
|---|---|
| More than the tolerance above target | Lowered, by up to the largest step per run (default 20%) |
| More than the tolerance below target | Raised, by up to the largest step per run, and never above a multiple of the campaign bid (default 2×) |
| Within the tolerance | Left alone |
| No conversion yet, spend under a few targets | Lowered by the largest step |
| No conversion after spending several targets (default 3×) | The zone is blocked for this campaign |
Bids never go below the floor of the format and your targeted countries. Changes take effect at once and each one is listed in Smart CPA changes on the campaign's Advanced step, with the numbers behind it.
Good to know
- The optimizer only moves zone bids. The campaign bid you set is the starting point and the base for the highest bid.
- Blocked zones go on the campaign's zone block list. You can remove them there if you want to try again.
- A zone bid you set yourself is used as the starting point for that zone.
- Results depend on conversions arriving. If your tracker sends them late, give the strategy more days before judging it.
- Reports show what you were charged, not the target. Check CPA in your reports to see how close you are.
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