How Core Metrics are Calculated on the Tapper Dashboard
Tapper’s dashboard displays several key metrics that help you understand the impact of invalid and blocked traffic on your advertising campaigns. Here’s a breakdown of how some of these metrics are calculated across different ad platforms:
Applies to: Search, Display & Shopping Campaigns
Avg. Visits / User
Formula: Clicks / Visitors
This metric represents the average number of visits each user generates during a campaign.
Invalid Traffic / Cleaner Traffic
Formula: (Blocked_IPs / Clicks) * 100%
This metric shows the percentage of total clicks that come from blocked IPs, helping to assess the level of unwanted traffic prevented.
Wasted Clicks / Clicks Saved
Formula: Blocked_IPs * 1.6
This estimates the number of clicks saved by blocking invalid traffic, assuming that each blocked IP could generate more clicks on average.
Applies to: Performance Max, Video Search, Display & Demand Generation Campaigns
Blockable Traffic / Cleaner Traffic
Formula: (Blocked_Visitors / Clicks) * 100%
This measures the percentage of clicks that came from blocked visitors, indicating potential threats that were effectively mitigated.
Invalid Traffic / Fraudulent Traffic
Formula: (Fraudulent_Visitors / Clicks) * 100%
This metric indicates the percentage of clicks deemed fraudulent, providing insight into how Tapper reduces invalid interactions.
Wasted Clicks
Formula: Blocked_Visitors
This reflects the number of clicks from visitors blocked by Tapper, representing clicks that would have been wasted without protection.
Clicks Saved
Formula: Blocked_Visitors * 1.6
This estimates the number of clicks saved, similar to IP-based blocking, assuming each blocked visitor could generate multiple clicks.
Applies to: Meta Ads (Facebook & Instagram)
Blockable Traffic / Cleaner Traffic
Formula: (Blocked_Visitors / Clicks) * 100%
Similar to audience-based campaigns, this measures the percentage of clicks originating from blocked visitors on Meta platforms.
Invalid Traffic / Fraudulent Traffic
Formula: (Fraudulent_Visitors / Clicks) * 100%
This represents the proportion of clicks considered fraudulent on Meta platforms, indicating how Tapper identifies and blocks invalid traffic.
Wasted Clicks
Formula: Blocked_Visitors
This metric reflects the volume of clicks from visitors blocked by Tapper on Meta campaigns.
Clicks Saved
Formula: Blocked_Visitors * 1.6
This is the estimated number of clicks saved by blocking invalid traffic on Meta campaigns.
Understanding these metrics can help you measure the effectiveness of Tapper in optimizing your ad spend by blocking unwanted traffic. For more information, please contact Tapper support or access additional Help Center articles.
1. IP-Based Blocking
Applies to: Search, Display & Shopping Campaigns
Avg. Visits / User
Formula: Clicks / Visitors
This metric represents the average number of visits each user generates during a campaign.
Invalid Traffic / Cleaner Traffic
Formula: (Blocked_IPs / Clicks) * 100%
This metric shows the percentage of total clicks that come from blocked IPs, helping to assess the level of unwanted traffic prevented.
Wasted Clicks / Clicks Saved
Formula: Blocked_IPs * 1.6
This estimates the number of clicks saved by blocking invalid traffic, assuming that each blocked IP could generate more clicks on average.
2. Audience-Based Protection
Applies to: Performance Max, Video Search, Display & Demand Generation Campaigns
Blockable Traffic / Cleaner Traffic
Formula: (Blocked_Visitors / Clicks) * 100%
This measures the percentage of clicks that came from blocked visitors, indicating potential threats that were effectively mitigated.
Invalid Traffic / Fraudulent Traffic
Formula: (Fraudulent_Visitors / Clicks) * 100%
This metric indicates the percentage of clicks deemed fraudulent, providing insight into how Tapper reduces invalid interactions.
Wasted Clicks
Formula: Blocked_Visitors
This reflects the number of clicks from visitors blocked by Tapper, representing clicks that would have been wasted without protection.
Clicks Saved
Formula: Blocked_Visitors * 1.6
This estimates the number of clicks saved, similar to IP-based blocking, assuming each blocked visitor could generate multiple clicks.
3. Meta Protection
Applies to: Meta Ads (Facebook & Instagram)
Blockable Traffic / Cleaner Traffic
Formula: (Blocked_Visitors / Clicks) * 100%
Similar to audience-based campaigns, this measures the percentage of clicks originating from blocked visitors on Meta platforms.
Invalid Traffic / Fraudulent Traffic
Formula: (Fraudulent_Visitors / Clicks) * 100%
This represents the proportion of clicks considered fraudulent on Meta platforms, indicating how Tapper identifies and blocks invalid traffic.
Wasted Clicks
Formula: Blocked_Visitors
This metric reflects the volume of clicks from visitors blocked by Tapper on Meta campaigns.
Clicks Saved
Formula: Blocked_Visitors * 1.6
This is the estimated number of clicks saved by blocking invalid traffic on Meta campaigns.
Summary
Understanding these metrics can help you measure the effectiveness of Tapper in optimizing your ad spend by blocking unwanted traffic. For more information, please contact Tapper support or access additional Help Center articles.
Updated on: 21/10/2024
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