Question: Paulo has spent $1000 in a month on a Google Display ads campaign. In that month, he has seen 40 click-through conversions and 10 view-through conversions. Using view-through conversions to get an accurate picture of its full value, what's the average CPA of Paul's Display campaign?
- $20
- $25
- $100
- $40
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 counted when a user sees an ad, does not interact with it, and converts later. If the full-value calculation includes those 10 view-through conversions, the campaign has 50 total conversions, not 40. That makes the result $20, so the mathematically correct choice is A, not B. Google Help+1
Why the other options are incorrect
B) This uses only the 40 click-through conversions and ignores the 10 view-through conversions, so it does not match the full-value calculation described. Google Help+1
C) This would require only 10 total conversions, which does not match the scenario data. Google Help
D) This would require 25 total conversions, which does not match the scenario data. Google Help
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.