Cost Cap

Cost Cap tells TikTok to keep your average cost per result at or near a target you set, spending only when it can hit that number.

You give the system a figure, say 300 rupees per install, and it works to hold the average around there across the ad group. Some results land above it and some below, but the average is what TikTok steers toward. It is built for App Install, Conversions, and Lead Generation, the goals where a cost target actually means something.

Because it refuses to chase results that blow past your number, Cost Cap can spend slowly, or barely at all, when your target is too tight for the auction. TikTok recommends a budget of at least five times your cap so the system has room to average out.

Set the cap too low and delivery just dies. TikTok will sit on its hands rather than buy expensive results, so an aggressive target reads as strong discipline right up until you notice almost nothing has spent.

It protects your cost, it does not promise your volume.