Paulo has spent $1000 in a month on a Google Display ads campaign. In that month, he has seen 40 click-through conversions and 10 view-through conversions. Using view-through conversions to get an accurate picture of its full value, what's the average CPA of Paul's Display campaign?
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Correct answer: $25.
Why this is the answer
The provided answer key is inconsistent with Google Ads methodology. Average CPA is calculated by dividing total cost by total conversions, and view-through conversions are counted when a user sees an ad, does not interact with it, and converts later. If the full-value calculation includes those 10 view-through conversions, the campaign has 50 total conversions, not 40. That makes the result $20, so the mathematically correct choice is A, not B
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