For manual bidding campaigns, Adalysis will alert you when the cost per conversion (CPA) of your keywords increases despite no recent bid changes. This gives you the chance to analyze the results and find out the reasons.
You'll see the alert under Alerts > Keywords on your dashboard. Click on it to see a list of affected keywords and CPA metrics.
By default, Adalysis will check for keywords with a CPA increase of more than 30% over the last seven days compared to the last 30 days. Go to your Audit settings to change these conditions and set conversion thresholds for the alert. You can also choose whether to track cost / conversion or cost / all conversions.
Use the Performance Analyzer to see how the rising CPA affects your conversion volume and other important metrics. You can then decide whether to change bids for the affected keywords.
Possible causes of a rising CPA may include:
- Rising CPC — this may be due to decreased quality scores, changes in competition or targeting
- Decreasing conversion rate
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