[Meta] Best Practices for Cost Per Result Goal

Below are Best Practices for using Cost Per Results Goal (Cost Caps)

When to use cost per result goal:

• When cost (average cost per optimization event) is an important metric to evaluate performance, Meta recommend using cost per result goal to optimize around that cost. 

Cost per result goal helps you maximize conversion volume while controlling your cost. For example, if you’re looking to scale your business by driving as many subscriptions or purchases as possible, and are trying to stay around a certain cost per optimization event, Meta recommend that you use cost per result goal. Once an ad set has exited the learning phase, Meta’ll try to keep costs around your cost per result goal, but an exact spend amount is not guaranteed.

• Consider testing cost per result goal if you know your cost per action. 

Cost per result goal enables you to provide your cost per optimization event, allowing us to optimize around that cost and get you as many conversions as possible for your budget.

Determine your goal amount:

• Provide Meta with the cost per optimization event from the results you care about.

• If you don’t know your cost per optimization event, try using highest volume to determine your average CPA. 

To use highest volume, run your ad set without a cost per result goal and refer to the cost per optimization event in reporting. Make sure that you only use the provided cost per optimization event if your ad set has exited the learning stage.

• If you’re using bid cap bid strategy, your bid control might not be an appropriate cost control. 

A bid control is the maximum amount Meta can bid in each auction and a cost per result goal is your desired maximum CPA. In other words, bid controls aren’t directly related to your costs. Cost per result goals are directly related to your costs.

Considerations when scaling budgets while using the cost per result goal bid strategy:

• Cost per result goal aims to minimize cost by delivering the cheapest results first.

• To get the most conversions by maximizing efficiency with cost per result goal, consider using your full budgets. 

By using your full and actual budgets, this allows Meta to learn and optimize against your goals. Get more conversion volume by increasing your budget and keeping your average cost around your cost per result goal.

• If the actual costs are aligned with your set amount, delivery may slow down as Meta optimize for more results around your goal (since Meta will have exhausted many cheaper opportunities in the market). 

Increasing your budget might not deliver more conversions, and it’s unlikely you’re able to fully spend your budget without also raising your cost per result goal. If you must maintain the same goal, consider updating creative or expanding your audience to boost delivery.