Is it possible to set a target acquisition cost (target CPA) or target ROAS in Shirofune itself? / What happens if you set a maximum acquisition cost or minimum ROAS?

In Shirofune, when editing the budget from "Budget Settings," it is possible to set the maximum acquisition cost and minimum ROAS.

The metric that is subject to performance evaluation is the one set as the first priority conversion in "Conversion Settings."

Therefore, it is possible to perform automated operations based on performance, not only using conversion metrics measured by advertising platforms but also using metrics from measurement tools like Google Analytics and other Ad Ebis, or CRM data from Salesforce.

Basically, Shirofune operates to exhaust the set budget, but if the maximum acquisition cost and minimum ROAS are set, the operation will be as follows.

① When performance is below the set value
The operation will focus on acquisition efficiency to improve performance as much as possible without exhausting the set budget.

② When performance exceeds the set value
The operation will aim to significantly improve performance beyond the set cost while exhausting the set budget if further performance improvement is possible.

※ Especially in cases with a small number of conversions or short setting periods, there is no guarantee that performance will be 100% better than the set value.


■ Reference: Difference from target cost settings on advertising platforms
＜Example＞
On an advertising platform, setting a target CPA of 10,000 yen, but depending on the budget, the acquisition cost can be around 5,000 yen.

When operated with a target CPA of 10,000 yen on an advertising platform　　　

→ CPA 10,000 yen / 100 conversions

When set with a maximum CPA of 10,000 yen in Shirofune                               　　　

→ CPA 5,000 yen / 200 conversions

■ Setting Method

① Click the edit button for the budget on the budget settings screen
② Click [＋Maximum Acquisition Cost] displayed next to the budget entry field
③ After clicking [Set], enter the amount in the additional maximum acquisition cost setting field

※ To remove the maximum acquisition cost setting, click the […] button at the top right of the total budget amount on the editing screen