How much of your ad spend goes uncounted?
A measurement gap calculator. Part of what your budget produces never reaches your reports. Enter your numbers and see how much, channel by channel.
Your result
of your media budget produces results that never reach your reports, so nobody can optimise or defend them.
a year, so those channels lose the budget argument.
Sharing sends a link that opens this calculator with your numbers filled in.
Your numbers
Monthly ad spend
Uncounted spend by channel
Each bar is a year of spend. The striped part produces results that never reach your reports.
Social loses more than search because app traffic, browser privacy rules and consent all bite harder there. Organic and direct carry no media budget, so the cost there is misplaced credit.
Published platform figures behind the estimate
The recoverable revenue above uses only these, at the low end of each range.
| Published by | Figure | What it measures |
|---|---|---|
| +11% | more signals measured when tags are served first-party; adopters saw 14% more conversions | |
| +5% | median Search conversions when form submissions are matched to the click with hashed first-party data; 17% on YouTube | |
| Meta | -17.8% | cost per result for advertisers who also send web conversions server-side |
| +31% | attributed conversions from server-side conversion reporting, with 20% lower cost per action |
No platform publishes an official figure for server-side collection on its own. Every number in circulation comes from vendors and agencies describing their own work, so none of it is used here. Platform figures come from advertisers who chose to adopt, which puts them at the favourable end; this model takes the low end of each range for that reason.
EdgeTech: cost per lead before and after
EdgeTech came to us paying €400-500 for a lead. Once the measurement was fixed, the same campaigns produced leads at €108-120.
Your estimate above assumes nothing like this. It uses only what Google, Meta and LinkedIn publish about their own platforms.
We review this case in the webinar: what was wrong with the measurement, what was changed, and how the cost per lead moved.
Join the webinarMore client work: read Promoguy's client reviews on Sortlist.
Live webinar
Find out how much of your you can get back
The session covers the three questions a board asks about measurement.
- How the gap is found. Where results drop out between the click and your reports.
- How it is closed. What gets fixed, in what order, on the budget you already have.
- How you prove it. The evidence a board accepts.