Given a scenario where a campaign's Target CPA bidding is consistently failing to deliver conversions, what is the first diagnostic step to take, considering historical conversion rates?

The first diagnostic step when Target CPA bidding consistently fails to deliver conversions, considering historical conversion rates, is to verify that the Target CPA bid amount is greater than or equal to the historical average cost per conversion. Target CPA bidding is an automated bidding strategy where the platform attempts to achieve a specified Cost Per Acquisition (CPA), which is the amount spent to acquire one conversion. Historical conversion rates reflect the past performance of the campaign, indicating the average cost required to achieve a conversion. If the Target CPA bid is set significantly lower than the historical average CPA, the system may not be able to win enough auctions or show ads to users likely to convert, resulting in very few or no conversions. For example, if a campaign historically averaged a CPA of $50, setting a Target CPA of $20 will likely result in under-delivery of conversions, as the bid is too low to compete effectively. Therefore, increasing the Target CPA bid closer to or slightly above the historical average CPA is the initial adjustment needed. Also validating that the conversion tracking is still implemented correctly and accurately reporting conversion data is important but the initial diagnostic should always be to check the bid amount versus historical averages.