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target ROAS requires revenue data. target CPA requires conversion data. if you don't have the first, use the second.

that's the whole framework. but here is where it breaks down in practice.

most accounts use Target ROAS because the client sells products and ROAS sounds right for an ecom account. the problem: if your conversion tracking is not sending revenue values, Google Ads is seeing a 0 for every conversion value. target ROAS with zero revenue data is not a ROAS strategy. it's random bidding with extra steps.

the check: in Google Ads, go to Tools, then Conversions. look at your primary conversion action. click into it. look at the "Value" column in the conversion table. if the values are all zeros or all identical flat numbers, your ROAS signal is not real.

accounts where this is wrong: switch to Target CPA until the revenue data is flowing correctly. then switch back.

the opposite mistake: using Target CPA when you have strong revenue signal and the margin on each sale is variable. if a $50 order and a $500 order both count as one conversion, CPA-based bidding treats them equally. the algorithm will optimize for volume, not value.

these are not complicated distinctions. they are just easy to overlook when you inherit an account and the bidding strategy is already set.

/conversion-audit flags both of these: https://paidmedialab.com/pack

saku