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?

Here is the answer of the question: 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 doesn’t have conversion tracking set up.
• He’s including view-through conversions.
• He isn’t including Gmail and YouTube users.
• He isn’t including conversions from current customers.

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