Glossary
What is the bid strategy report in Google Ads?
Melvin Salas1 min readVerified 12 October 2026
Short answer
The bid strategy report is, in Google's words, a snapshot of key metrics relevant to each bid strategy type. For Target CPA it is where you find the average Target CPA beside your Actual CPA, which Google says represents the actual CPA that this strategy was able to achieve. For Target ROAS it puts the average target beside Actual ROAS.
To find it, Google says to select the Tools icon, select Bid strategies in the Budgets and bidding drop-down menu, and select the link in the Bid strategy type column. If the campaign is using a standard, campaign-level bid strategy, you'll get a campaign-level report. If the campaign is part of a portfolio, you'll be directed to the bid strategy report for the entire portfolio bid strategy. An Account strategies tab shows the aggregate performance of all bid strategies in your account not included in a portfolio, across all campaign types except App campaigns.
Two more things are read there. Google says that where data is available, you can use the bid strategy report to identify how many conversions Google Ads predicts could still be reported based on your typical conversion delay. And you can view explanations in it: for Target CPA, for the Cost, Conversions and Actual CPA values, and for Target ROAS, for the Cost, Conversion value and ROAS values.
Our reading, not Google's: for a campaign in a portfolio, the report you reach is the portfolio's, so its Actual CPA and average target describe the whole portfolio rather than that one campaign. Read the report at the level the strategy was set, and check the predicted late conversions before reading a recent CPA as a miss.
Nothing that moves money happens without evidence
At Riibon a bid or budget change starts from the platform's own forecast and the account's history, and no change that touches money goes live without a person signing it off. Every change is written down with what happened after it, so the next decision starts from the last one.
Ask the Riibon app what changed in your account before your numbers moved. It is free, with no time limit and no card. Or book a call and we run it for you.