How can you set a performance goal for CPA if you lack historical data?

• A. Use industry-average CPA values as a starting point for your performance goals.
• B. Set CPA goals only after collecting several years of data.
• C. Use a fixed CPA regardless of industry benchmarks.
• D. Ignore CPA and focus on clicks.

Answer: (A)

When you don’t have historical data, anchor your CPA goal to external benchmarks rather than guessing. Using industry-average CPA values as a starting point gives you a realistic target that reflects what similar businesses pay to acquire a customer. This helps you set a goal you can actually work toward and then refine as you collect your own campaign data. As you run ads, compare your actual CPA to that benchmark and adjust bids, targeting, and creatives to move toward or below that industry level.

Other approaches don’t fit because waiting years to collect internal data isn’t practical for optimization, a fixed CPA that ignores market conditions can misprice your campaigns, and focusing only on clicks neglects the ultimate objective of conversions and cost efficiency.