In this scenario, if the campaign has CPI-based billing, a new campaign might overspend if the CVR and CPI bids are high. High bids cause the campaign to have a strong buying power and it acquires users fast. When this happens, the information about the installs is not transmitted immediately to us so we can’t react to the spend.
In addition, when there is a new campaign, we don’t have sufficient data of its performance, making the CVR difficult to predict. After the first days, our algorithm will throttle down the campaign’s performance and try to adjust the spend closer to the daily cap.
In the case of budget-based campaigns, overspend should not happen. However, a sudden and drastic change in bids or budget may have an impact on the performance.