--- static_export_time: "2026-07-30T17:37:16+00:00" title: "CPA cap Apple Search Ads" description: "In this blog, we explore the transition from CPA goal to CPA cap made by Apple for Search Results Ads placements in the Apple Ads console." url: "/en/aso-blog/how-to-use-the-cpa-cap-in-apple-search-ads" locale: "en-US" image: "https://www.apptweak.com/img/2023/10/1200x627_with-title_social-media-56.png?auto=compress%2Cformat&q=95" --- # How to use the CPA Cap in Apple Ads ![Ian Pernia](/img/2023/04/20062022-Ian_Pernia.jpg?auto=format%2Ccompress&w=200&h=200&fit=crop)by  **Ian Pernia** Senior App Growth Consultant at AppTweak Last updated on October 9 2025 — 3 min read Summarize with AI Subscribe to our monthly newsletter Subscribe to our monthly newsletter In September 2023, Apple changed its Search Ads ad group setting in the Apple Ads console from “CPA Goal” to “**CPA cap (Limits Impressions)**” for Search Results ad placements. This name change helps clarify the impact that this setting has on campaign performance. In this blog, we shall take a closer look at this transition and explore what it means for advertisers and their ads. * * * ## Shift from CPA goal to CPA cap in Apple Ads Previously, the term “CPA goal” led some ASO practitioners to believe that the [Apple Ads platform](/en/aso-blog/best-apple-ads-tools) was automatically optimizing campaigns to achieve the desired CPA goal. This could be confusing, particularly for UA managers familiar with terms used in other platforms like Meta and Google. **Now, with the official name change to “CPA cap** (Limits Impressions),” it’s clear that this setting isn’t for automated campaign optimization. Instead, it functions as a throttling mechanism, defining the maximum amount you’re willing to spend for a conversion. #### Campaign Manager Create effective campaigns, monitor performance, and find new opportunities to enhance your Apple Search Ads directly in AppTweak. [Try now](https://app.apptweak.com/accounts/new?locale=en&product=search_ads&recurrence=1month&plan_code=sa-business) [Discover the exciting tools in AppTweak’s Campaign Manager to manage your Apple Ads campaigns efficiently](/en/aso-blog/new-tools-to-manage-apple-search-ads-campaigns) ![CPA cap in Apple Search Ads](/img/2023/10/Screenshot-2023-10-03-at-13.05.04.png?auto=format&fit=scale&h=618&q=95&w=768) _New CPA Cap definition shown during campaign setup in Apple Ads console._ ## Determine your conversion budget Your **CPA cap sets the maximum bid for all keywords** in your ad group, even if you’ve set higher [CPT bids](/en/aso-resources/aso-glossary#:~:text=effectiveness%20of%20ads.-,Cost%2DPer%2DTap%20(CPT)%20Bidding,-Unlike%20other%20ad). The ad group’s bid limit depends on your CPA cap. #### Expert Tip Bid ceiling is calculated as: **CPA Cap x Conversion Rate** For example, if your **CPA cap was $5** and your **conversion rate is 65%** , the calculation would be: **$5 x .65 = $3.25** In this scenario, all the keywords in the ad group would have a maximum cost per tap (CPT) bid of $3.25. Even if you initially set the maximum CPT bid to $4, it would still be capped at $3.25. [Read this blog to make the most of your Apple Ads performance](/en/aso-blog/how-to-analyze-apple-search-ads-performance) While this might seem beneficial for those lacking the time or resources to closely track how individual keywords perform in Apple Ads campaigns, it’s important to note that the **CPA cap affects all keywords in the ad group**. This means it can also restrict impressions for keywords that are performing well. Even if an Apple Ads campaign contains 100 keywords and only 5 perform poorly, the **CPA cap affects the entire ad group by reducing the max CPT for all the keywords**. Given the dynamic nature of keyword bid auctions, the CPA cap can be detrimental to campaigns. [Check out these Apple Ads do’s and don’ts to manage your ad campaigns at every level](/en/aso-blog/apple-search-ads-dos-donts-for-app-store-campaigns) * * * ## Conclusion Choosing to set a CPA cap is entirely up to you, and it affects how many impressions and conversions your campaign gets. Our suggestion is that when you first launch a Search Results campaign, it’s a **good idea to start without a CPA cap**. This allows your campaign to run and provides an opportunity to **gather insights from the results**. It’s worth noting that even if you set a CPA cap, it’s not a guaranteed restriction. For experienced Apple Ads campaign managers, it may not be needed at all. [Start free trial](https://app.apptweak.com/accounts/new?locale=en) * * * by **Ian Pernia** , Senior App Growth Consultant at AppTweak Ian is a Senior App Growth Consultant at AppTweak helping apps improve their store presence. He is passionate about movies, traveling, and spending time with his dog. [![](/img/2025/11/blog-cover-website.png?auto=format,compress&w=960?auto=format,compress&w=336&h=214&fit=crop) Ad Agent Ad Agent analyzes your campaign data for immediate insights that help you scale faster and maximize ROAS. Curious to see how it works? Learn more ](https://www.apptweak.com/en/ai-agents-aso-apple-ads) * * * More articles in Apple Ads - [ Apple AdsProduct Updates July 29, 2026 Automate Apple Ads for trading apps based on Bitcoin, gold, and the VIX Trading and finance apps can now automate Apple Ads in AppTweak based on Bitcoin price, gold price, and the VIX … ![Georgia Shepherd](/img/2025/03/20240415-Georgia_01.jpeg?auto=format%2Ccompress&w=300&h=300&fit=crop)Georgia Shepherd ](/en/aso-blog/automate-apple-ads-based-on-bitcoin-price-changes) - [ Apple Ads March 4, 2026 Brand protection in Apple Ads: How to measure and optimize value Protect your brand with Apple Ads. Learn how to measure incrementality, optimize bids, and evaluate brand campaigns beyond CPI. ![Jane Jin Pak](/img/2024/09/20240919-Jane-Pak-office.jpg?auto=format%2Ccompress&w=300&h=300&fit=crop)Jane Jin Pak ](/en/aso-blog/apple-ads-brand-protection) - [ Apple Ads March 2, 2026 Apple Ads search results are expanding: what app marketers should review now 5 things app marketers should focus on with Apple Ads' new ad placement ![Praveet Chandra](/img/2024/10/20240611-Praveet_Chandra.jpg?auto=format%2Ccompress&w=300&h=300&fit=crop)Praveet Chandra ](/en/aso-blog/apple-ads-search-results-are-expanding) [See all posts](/en/aso-blog)