Eric recently setup a Google Display Ad campaign.Although,bydefault,he see saCP A of$20inthe account,the actual CPA he's using to measure success is$15.What's contributing to the$5 difference?
Choose an answer
Tap an option to check your answer.
Correct answer: He's including view-through conversions..
Why this is the answer
The difference in the CPA that Eric observes is likely because**he's including view-through conversions**. View-through conversions occur when a user sees an ad(butdoesn'tclickonit)and later completes a conversion on the advertiser'swebsite.These conversions are credited to the display or video ad views rather than other types of interactions.By including view-through conversions,the number of total conversions goes up,which can result in a lower CPA value than when considering just the click-through conversions.The$5 difference might arise from assigning value to users who saw the ad and converted without clicking on it directly.
Pass your exam — without the endless answer hunt
Get every verified question and explanation for this exam in one place, and save hours of prep. 1,000+ certifications · 20+ languages · free to start.
Pass your exam faster → No card needed