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The idea here is that the brand is only paying when someone actively interacted with the ad by clicking on it. CPA often stands for cost per action or cost per acquisition. The average click-throughrate of all banner ads is around 0.06 There’s also a nebulous fourth category: CPX.
The display prospecting campaign served to approximately 5 million people, achieving a click-throughrate of 1.79%, which is well above the industry average of 0.1%. The Results The project significantly decreased Vets Now’s average CPA and over generated over 1,200 consultations through paid channels.
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Click Through Rate 
52 
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