Cost per result goal

A bid strategy where you tell Meta the average cost per result you want to stay around, and it gets as many results as it can near that cost.

Also called cost cap

Formerly called cost cap. Unlike a bid cap, single auctions can go above the goal as long as the average stays near it. A goal set below what results really cost makes the ad set underspend.

Where to find it: Ad set settings, Bid strategy.

Problems where it matters

Meta ads active but not spending
Meta ads not spending the full budget

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