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Budget
tROAS
Bidding strategies that take an efficiency target and bid to hit it: tROAS targets a return on ad spend, tCPA a cost per acquisition. The platform then buys whatever volume is available at that efficiency.
Why it matters
The target is a volume control as much as an efficiency one. Setting it above what the account can deliver does not improve returns, it suppresses spend until nothing serves.
In practice
Set it near recent achieved performance and move it in small steps. A large target change is functionally a new campaign and re-enters learning.
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