Ad-tech
tCPA (target CPA)
Bidding strategy where you set a CPA goal and the platform optimizes.
tCPA is a bid strategy where you give the ad network a target CPA and let its model bid for you. Google Ads, Meta, Taboola, and Outbrain all support it. tCPA needs ~30+ conversions per week per campaign to learn well. It will overshoot in the first 1–2 weeks; veterans set a tCPA 20–30% below their true breakeven to absorb that.
Example
Breakeven CPA $48. Operator sets tCPA $36 to leave 25% buffer. After two weeks of stabilization the campaign clears CPA $39 blended — close enough.