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 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?

 

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