Eric recently set up a Google Display Ad campaign. Although, by default, he sees a CPA of $20 in the account, the actual CPA he’s using to measure success is $15. What’s contributing to the $5 difference?

 

Eric recently set up a Google Display Ad campaign. Although, by default, he sees a CPA of $20 in the account, the actual CPA he’s using to measure success is $15.

What’s contributing to the $5 difference?

 

• He isn’t including Gmail and YouTube users.
• He’s including view-through conversions.
• He isn’t including conversions from current customers.
• He doesn’t have conversion tracking set up.