Adalysis will alert you when the cost per conversion (CPA) of some of your keywords (in campaigns using manual bidding) suddenly increases without you making recent bid changes so that you can conduct an analysis and find out the reasons. You will see the affected keywords and CPA metrics after clicking on the alert on your Dashboard.
By default, Adalysis will check for keywords with a CPA increase of more than 30% over the last 7 days compared to the last 30 days. You can change these conditions in the Audit Settings of your Adalysis account, as well as set specific conversion thresholds for triggering the alert.
You can also select whether you want to track ‘Cost per conversion’ or Cost per all conversions’.
Once you are aware of the keywords with rising CPAs, you can use some of the other Adalysis tools to find out the reasons.
Possible causes of a rising CPA may include:
- Rising CPC, which in turn may be caused by the decreased Quality Score, changes in competition, or recent targeting changes
- Decreasing conversion rate
You can also use the Performance Analyzer to see how the rising CPA affects your conversion volume and other important metrics. Based on this information, you can decide whether or not to change bids for the affected keywords.