Definitions Cost = the amount of money the advertiser pays for clicks on their ads Conversions = the number of purchases completed on the advertiser's website after a person clicks on an ad Cost per conversion = cost divided by conversions Question An advertiser has a goal of maximizing conversions below a $50 cost per conversion. Which of the months pictured below was the best performing month? Why? Conv 543 492 Cost — Conv 702 Month Jan Feb Mar Apr May Jun Cost $24,089 $18,207 $28,910 $42,531 $26,163 $35,594 581 617 581 702 474 543 492 Jan-44 Feb-37 Mar-49 617 $24,089 $18,207 $28,910 $42,531 $26,163 $35,594 Jan Feb Mar Apr May Jun

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