Question: After investing $2000 into a Google Display ads campaign, a company sees 80 click-through conversions and 20 view-through conversions. Using view-through conversions to get a sense of its full value, what's the average CPA of the company's Display campaign?
- $20
- $100
- $40
- $25
Explanation
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 part of the fuller value picture for Display when they are included in the conversion count. Here, the total conversions are 80 click-through conversions plus 20 view-through conversions, which equals 100. Dividing $2,000 by 100 gives an average CPA of $20, so the official calculation supports A, not D.
Why the other options are incorrect
B) $100 This would require only 20 total conversions, which does not match the conversion totals provided.
C) $40 This would require 50 total conversions, which is lower than the 100 conversions counted when view-through conversions are included.
D) $25 This result comes from dividing $2,000 by 80 and ignores the 20 view-through conversions, so it does not reflect the campaign’s full value.
Source for verification
https://support.google.com/google-ads/answer/6396841
https://support.google.com/google-ads/answer/16542520
The answer(s) to the question is highlighted in the BOLD text above. You can also find more questions and answers related to the exams on the "Google Ads Display Professional Certification" page.