Jane is making adjustments to her cost per action (CPA) target every day and is frustrated that DoubleClick Search seems to always be calibrating. Why does this keep happening to Jane?

  • DoubleClick has a calibration period following significant CPA changes.
  • DoubleClick detects there’s an insufficient conversion volume to determine optimum CPA.
  • The CPA is much higher than optimum CPA historically.
  • DoubleClick thinks there is insufficient budget for the ROI goal.