Google ends target overperformance: tCPA/tROAS campaigns must hit stated goals
Starting August 17, budget-limited campaigns on Target CPA and Target ROAS stop quietly overperforming the targets they entered. A $10 tCPA campaign delivering $5 actuals will drift toward $10 unless advertisers reset it. Google's Bid Target Adjustment Tool, live since July 6, does the arithmetic but leaves the decision to you. Finding campaigns that have been beating their targets is now the whole game.