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:

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 * 1.45

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 * 1.45

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: 31/01/2025