How cpa goal works and how to set up rules
What is CPA Goal?
CPA Goal (also known as SmartCPA) is an automated optimization model designed for advertisers whose primary KPI is conversions.
What is CPA?
CPA (Cost per Acquisition) – the actual cost of one conversion.
CPA = Spend / Number of Conversions
For example, f you spend $100 and receive 20 conversions:
CPA = 100 / 20 = $5
Understanding your CPA helps evaluate traffic effectiveness and manage budgets. Traditionally, advertisers have to pause low-performing zones manually and quickly – otherwise they risk losing budget.
This is why CPA Goal exists.
Why is CPA Goal useful?
CPA Goal automatically removes underperforming traffic zones based on your rules (for example, cost per conversion, number of conversions, GEO-specific CPA, etc.).
It works as your automated optimizer, protecting your budget and helping you scale your best-performing traffic.
How does it work?
Once your CPA Goal campaign is active, HilltopAds automatically analyzes every traffic zone based on the rules you set. If a zone fails to meet your criteria (e.g., the CPA becomes higher than allowed), the system will automatically disable that zone.
Examples of rules you can set:
Number of conversions
Maximum allowed CPA
GEO-specific CPA
Maximum CPM bid
Before you start
To use the CPA Goal tool, you must send conversions to HilltopAds using a tracker. This allows the system to understand:
which placements convert well
which zones should be paused
How to set up a tracker → Postback Guides
How to set up a CPA goal campaign at HilltopAds?
CPA Goal is available only for Popunder format (desktop or mobile).
1. From the list of ad formats, select Popunder. In the Type field, choose CPA Goal.
Add the remaining targeting options as you would for a standard campaign.
2. GEO and Prices Section
Specify:
Target GEO
Desired cost per conversion (CPA) in USD
For example, you work with a VPN CPA offer that pays $0.5 per install for US traffic.
In HilltopAds:
Select United States in the Countries field
Enter 0.5 in the CPA field
If you have multiple GEOs, click Add rule. You can create up to 100 rules (rules follow AND logic.)
3. CPA Goal Options Section
In this section, configure the following:
3.1. Start Optimization
Define how many conversions must be received before optimization begins. (Default: 2 conversions). In general, the higher your target CPA is, the more conversions the system needs before it can start optimizing traffic reliably. As a rough guideline:
CPA up to $5: 10–20 conversions
CPA from $5 to $20: 20–30 conversions
CPA above $20: 30–50 conversions
These ranges help the algorithm collect enough data to understand which zones perform well and which should be disabled. While these numbers are not strict rules, we recommend following this logic to achieve stable optimization.
3.2. ROI (Return on Investment)
HilltopAds can automatically calculate and maintain your target ROI (e.g., 30%). This feature is available on request through your personal manager.
3.3. Max CPM
Set the maximum CPM bid allowed. This prevents overspending on a single high-priced zone, even if it converts. However, for the best optimization results, we recommend allowing the system to buy traffic at any available bid. This gives the algorithm full flexibility to reach the traffic segments most likely to convert.
4. Final Step
After completing all settings, click Add Campaign to save and launch your CPA Goal campaign.