Cut-up #4 // Linking Display Campaign Performance to Conversions

Cost-per-acquisition (CPA) is an important metric that advertisers use to evaluate campaign performance. This metric is calculated by dividing the campaign spend by the total number of new customers that completed the "conversion event" specified by the advertiser.
You may see greater volumes of conversions originating from search or display depending on the nature of your campaign.
For display campaigns, you should be looking at an additional conversion metric, the "view-through conversion", which you can add to your click conversion counts. View-through conversions provide a measure of the number of online conversions that happened within a certain period of time (depending on the nature/purchase cycle of your product) of a user seeing (an ad impression), but not clicking, on your display ad.
View-through conversions are useful for more accurately measuring the impact of your display campaigns, and for giving you even more performance data to leverage when optimizing to increase response.