Melvin sees a default CPA of $20 in his Google Display ad campaign, however the actual CPA he’s using to measure success is $15. What might account for this $5 difference?

Melvin sees a default CPA of $20 in his Google Display ad campaign, however the actual CPA he’s using to measure success is $15. What might account for this $5 difference?

 

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