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

Jackson · July 5, 2026 ·

● 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