Maximize Conversions campaigns are now even easier to manage in SplitMetrics Acquire!
You can now work with Apple Ads Maximize Conversions campaigns directly from our platform, including managing Target CPA, filtering campaigns, and even automating workflows with Auto Rules.
Let's take a look!
Maximize Conversions is Apple's automated bidding strategy designed to help you drive the highest possible number of app installs while aiming to achieve your Target CPA (Cost Per Acquisition).
Instead of manually managing bids for every keyword, Apple automatically adjusts bids in real time using machine learning and auction signals.
With this strategy, Apple:
✅ Optimizes bids automatically
✅ Uses Search Match to discover relevant search terms
✅ Adjusts bidding in real time for every auction
✅ Aims to achieve your Target CPA on average over time
💡 Note: The bidding logic itself is managed entirely by Apple Ads. SplitMetrics Acquire provides convenient tools to view, manage, and automate these campaigns from one place.
Target CPA (Cost Per Acquisition) is the average amount you'd like to spend for one app install.
Apple uses this value as a goal when optimizing bids.
Keep in mind:
Daily CPA may be above or below your target on individual days.
Apple aims to achieve your Target CPA on average over a weekly period.
For best performance, Apple recommends setting a daily budget high enough to generate at least five conversions per day.
We've added several new capabilities to simplify Max Conversions campaigns management.
Edit Target CPA directly
You can now edit your campaign's Target CPA without leaving Ads Manager.
Simply update the value directly in the Target CPA column at the campaign level.
🆕 Edit Target CPA in bulk
Use Quick Edit > Change Target CPA to update the Target CPA across up to 100 Max Conversions campaigns at once.
💡 Tip. Filter the campaign list by Bid Strategy Type: Apple Ads Bid management first to display only Max Conversions campaigns. If your selection includes non-Max Conversions campaigns, the Change Target CPA option will be disabled.
1. Select up to 100 campaigns where you want to modify the Target CPA.
2. Click Quick Edit > Change Target CPA.
3. Choose an action — Set to, Increase by, or Decrease by. For the last two, specify the amount or percentage. You can also set an upper or lower Target CPA limit to keep values within your preferred range.
4. Click Continue to preview. The preview window shows both current and new Target CPA values for each campaign, along with a status — Ready to apply or an error message. If there are errors, you can go back to edit, or skip the affected campaigns and apply only the validated changes.
5. Click Apply changes to finalize.
💡 If you select campaigns with the Select all option, Quick Edit > Change Target CPA stays available even if the selection includes non-Max Conversions campaigns — the system will silently skip those when applying. No preview window is shown in this mode, and changes run in the background, so it may take a moment for them to appear. Try refreshing the page if you don't see the update right away.
Filter and Sort by Target CPA
Managing multiple campaigns?
Use the new Target CPA filter and sorting options to quickly find campaigns with specific CPA targets.
This makes it easier to:
Review campaign settings
Group similar campaigns
Identify campaigns that may need optimization
Target CPA is now supported in Auto Rules!
You can use it as both:
An Action — automatically update a campaign's Target CPA.
A Condition — trigger rules based on the current Target CPA value.
This allows you to automate repetitive campaign management tasks while keeping full control over your strategy 👇
To get the most from Maximize Conversions campaigns, Apple recommends:
✅ Allow campaigns to run for at least two weeks before evaluating performance. This gives Apple's optimization models enough time to learn and adapt.
✅ Set a daily budget that supports your Target CPA. Apple recommends budgeting for approximately five conversions per day to allow the bidding system to optimize effectively.
✅ Evaluate performance over time rather than focusing on daily fluctuations, as
Target CPA is optimized on average over a weekly period.
With Maximize Conversions campaigns:
Apple Ads automatically determines the optimal bid for each auction.
SplitMetrics Acquire does not calculate or override Apple's bidding decisions.
Our platform provides tools to help you efficiently manage campaign settings, Target CPA, and automation from a single interface.
If you'd like to learn more about how Apple's Maximize Conversions strategy works, including bidding logic and optimization recommendations, you can refer to Apple's official guide:
Maximize Conversions Best Practices
https://ads.apple.com/app-store/best-practices/maximize-conversions
Spend Less Time Managing, More Time Growing
With Target CPA editing, filtering, sorting, and Auto Rules support, managing Apple Ads Maximize Conversions campaigns in SplitMetrics Acquire has never been easier.
Set your Target CPA, automate repetitive updates, and manage all your campaigns from one familiar interface 💙