In a Google Display ad campaign,Cynthia sees a default CPA of$20 in the account,but the actual CPA she's using to measure success is$15.What would account for the$5 difference?

In a Google Display ad campaign,Cynthia has noticed a$5 difference between the default CPA of$20inher account and the actual CPA of$15thatshe's using as the measure of success.This difference can be attributed to the inclusion ofview-through conversions.View-through conversions occur when users see an ad but don't click on it immediately;instead, they return later through other channels,such as direct visits or organic searches,andconvert.These conversions are attributed to the display ad,eventhough there was no initial click.So,when calculating the actual CPA,Cynthia is taking into account both click-through and view-through conversions,resulting in a lower CPA than the default one that only considers click-through conversions.