Reallocated spend: how your savings are estimated

Reallocated Spend is Tapper's estimate of what the invalid clicks it flagged cost you in ad spend. It sits on the dashboard's Overview tab, in Traffic & protection, with the sub-line "Invalid clicks × their account's daily CPC".

How it works

For each day in your date range, Tapper takes the invalid clicks on each of your connected ad accounts and multiplies them by that account's average cost per click that day. It then adds up every day and account.

• It follows your filters. Change the dates or the Marketing platform filter and it is recalculated.
• It is in US dollars. Tapper converts each ad account's spend to US dollars at the monthly exchange rate before it works out the cost per click. An account that bills in euros, pounds or any other currency is priced in dollars, and a total never adds two currencies. Each month uses that month's rate, or the closest month's rate when a currency has none for it. An account with no currency on record, or whose currency has no rate at all, is left out of the spend totals and Avg CPC. The charts say so: Spend (USD) and Reallocated Spend (USD).
• Each ad account has its own CPC. An invalid click on one account is priced at that account's cost per click, not at a blended rate. An account with no dollar spend that day (no spend, no currency on record, or a currency with no rate at all) has its invalid clicks priced at the platform's average cost per click that day from your other accounts. When no account on that platform has dollar spend that day, they are counted in the tile's note ("invalid clicks had no ad spend to price them") instead.
• Only connected ad accounts count. A click from an ad account you have not connected is not priced.
• It is not Total Blocked × Avg CPC. Total Blocked counts visitors; this tile prices their invalid clicks, each at its own account's CPC that day, so multiplying the two tiles gives a different number.
• There is no multiplier. Each invalid click is priced once, at that day's CPC.
• A gap is shown. If some invalid clicks fall on a day with no ad spend to price them, the tile says how many.

Why it is an estimate

Tapper prices each invalid click at an average cost per click, not at the exact amount your ad platform charged for it. Read the figure as the scale of what invalid traffic costs and what blocking keeps out, not as an amount on your ad platform invoice, which is in your ad account's own currency.

For the most reliable view, watch CPA and conversions by campaign over time. To measure it directly on Google Ads, run a blocking-lift experiment: it splits a campaign into a protected control and an unprotected treatment and compares them.

Where you see it

On a monitor-only workspace

Nothing is blocked, so nothing is saved. The tile becomes Wasted Spend, in red: the same calculation on the invalid clicks Tapper flagged. The charts become Spend & wasted spend (daily) and Spend & wasted spend over time and the monthly report card reads Wasted Spend. See Monitor-only: why nothing is blocked yet and what changes when blocking starts.

Not the same as Lift's Recovered spend

The Lift group lower on Overview has its own money tiles, in your ad account's currency and never added to Reallocated Spend:

• Recovered spend ("Estimated savings since each fix"): the daily waste Lift priced when it found a problem in an ad account, times the days each fix has been in effect.
• Impact: the money Lift priced on recommendations still open, a day and a month, with the part ready to act on and the part to check first under the total.

See Lift on the dashboard.

Related

• How the dashboard metrics are calculated
• Monthly reports: what is in your report and how to download it