Dashboard and reports
Read your numbers, filters, reports and the clicks you can inspect.
Dashboard and reports
- How the dashboard metrics are calculatedWhat each Overview tile counts, the formula behind it, and which figures Tapper tracks and which come from your ad platforms.
- Reallocated spend: how your savings are estimatedHow the Reallocated Spend tile is calculated, why it is an estimate, and where you see it: Wasted Spend while monitoring, and the monthly report.
- Dashboard filters, date ranges and time zoneUse the Marketing platform filter, date presets and the filter chips, and read the chips that flag a card ignoring a filter or using another time zone.
- Workspace time zone: which day your numbers count inWhere the day boundary for your analytics comes from, how to change it in Settings, and why platform daily charts keep the ad account's day.
- Where invalid traffic comes from: campaigns, keywords, devices and countriesThe dashboard cards that break invalid traffic down by campaign, keyword, device, operating system and country, and how to read each one.
- Reading the Invalid traffic tab: reasons, click frequencies and IP typesThe Invalid Traffic tab card by card, and how to use the Invalid click frequencies table to choose an invalid click threshold.
- The Conversions and Geography tabsWhat each tile and card shows on the Conversions and Geography tabs, from Converted clicks to the Non-Engaged definition.
- The Performance Max placement reportWhat the PMax dashboard tab shows: coverage, disclosed placements, flags and exclusions, and why the report is withheld under 60% coverage.
- Connect Google Analytics and read the Google Analytics tabConnect a GA4 property on the entity's Google Analytics tab to unlock the dashboard tab and the proof block in the exclusion details. Read-only.
- Monthly reports: what is in your report and how to download itFind each month's performance report under Reports, read what every card means, download the HTML file or print it to PDF.
Clicks, exclusions and sources
- The Clicks page and the click detailsEvery Tapper-tracked ad click per platform, the click details, the Google Ads CSV export, and why there are no session recordings.
- The Exclusions page and the exclusion detailsWhat Tapper excluded per platform, the Visitors and Placements tabs, the exclusion details with Google Analytics evidence, and the Flagged traffic name.
- The Sources page: clicks not matched to a connected ad accountWhat Sources lists, how Tapper recognizes the platform from a click ID, and what each column and button means.
Dashboard (earlier help center)
- Cleaner traffic percentageInvalid Traffic % is the share of your connected ad clicks that Tapper flagged as invalid.
- Discover your keyword trendsWithin your dashboard, you can explore keyword invalid traffic trends and investigate specific keywords using interactive trend lines. You can easily cycle through your top keywords based on Total Clicks, Invalid clicks and Invalid rate.
- How core metrics are calculated on the Tapper dashboardTapper’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 ca
- Multi-clicks rateThe Invalid click frequencies card shows how many times your paid traffic clicks your ads, regardless of any IP block, so you can set a click limit that fits.
- Placements: where are my display ads placed?Determine where your Display Ads are being shown by analyzing the placements section in Tapper. Review the invalid rates associated with each placement to identify which websites might be receiving exce
- Savings: how much did you save and how is this calculated?Reallocated Spend estimates the budget moved off invalid clicks, so you can put more of it toward genuine traffic.
- How Tapper reads your visitors' sessionsTapper analyzes visitor sessions on your website to block invalid traffic based on real behavior. It does not record or play back your visitors' sessions.
- Tapper Lift for GoogleWhat Lift does Not all wasted budget comes from bad traffic. A lot of it comes from the account itself: a campaign that hasn't converted in weeks, keywords absorbing clicks and returning nothing, a bi
- Tapper Lift for MetaWhat Meta Lift does Meta Lift reviews your Meta ad accounts (Facebook and Instagram) every day and tells you, in plain words, where money is being spent without results, where settings are working aga
- What types of devices are clicking on my ads?Are you seeing invalid traffic coming from mobile or desktop users? The graph on the dashboard will indicate the invalid rates for each type of device.
- Which campaigns are seeing the most invalid traffic?See which campaigns are most exposed to invalid traffic. The Campaigns tab under Invalid Traffic shows your invalid rates and invalid traffic types down to a campaign level. This will help you to make
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