RESOURCES / FRAUD ESTIMATOR / 01
What’s ad fraud
costing you?
See how much of your ad budget could be at risk. Adjust the assumptions. Follow the numbers.
Four steps. Your channels. Your rules.
FRAUD ESTIMATORSTEP 01 / YOUR CHANNELS
Where do you advertise?
Choose the channels you want to check.
STEP 02 / YOUR BUDGET
How much do you spend?
Enter a monthly budget, whichever way works for you.
After existing credits. A total budget is allocated equally; currency changes the unit only.
STEP 03 / YOUR CHECK
What are you checking for?
Choose one. These categories overlap, so their totals are kept separate.
Your channel assumptions
SOURCE-LINKED / EDITABLEResearch rates load where a matching study exists. For gaps, enter your own assumption. Traffic share is applied to spend assuming equal average cost.
Choose your Daypart rules
YOU STAY IN CONTROLThe cutoff is confidence that a visitor is human. A blocking rule applies at or below its selected cutoff.
Confidence sets which traffic qualifies. It does not specify how much traffic will qualify or how much money blocking will save.
STEP 04 / YOUR RESULTS
Your estimate is ready.
Research assumptions · No account connected
No advertising account connection needed.
Your channels. Your assumptions. Your rules.
LOOK UNDER THE HOOD
No mystery
behind the math.
This is a planning estimate based on research references or your own assumptions.
How is the estimate calculated?
Monthly exposure is each channel’s budget × its selected traffic-share assumption, summed across distinct budgets. Annual exposure is monthly × 12 with unchanged inputs.
A total budget is split equally across selected channels. Channel budgets are summed once. Applying a traffic percentage to spend assumes equal average cost; actual billed costs may differ.
What does the 80/20 split mean?
For blocking modes, 80% of the selected-channel traffic is assigned to the policy-enabled group and 20% to an observed holdout. The selected human-confidence rule determines which traffic in the policy-enabled group qualifies for blocking.
The financial breakdown assumes random traffic allocation and proportional spend. Group exposure is not an amount blocked or saved. Source studies do not provide the confidence-score distribution needed to calculate actual blocked spend.
Analyze-only observes 100% of traffic and enables no blocking; a blocking holdout is not applicable.
How do the confidence rules work?
These settings use human confidence: Conservative at or below 99%, Balanced at or below 95%, and Strict at or below 75%. They are policy cutoffs, not fraud rates or effectiveness percentages.
Which sources and rates do you use?
These are published study references, with their own periods, measurement units, and customer samples. Your estimate uses the matching reference or your own assumption.
Historical, protected-campaign, approximate, and upper-bound references retain those limits. Some channels have no matching published bot-only or fraud-only rate; those require your own assumption.
How is the average rate calculated?
Each selected channel’s assumed rate is weighted by its share of your monthly budget. The average equals total modeled monthly exposure divided by total monthly budget, multiplied by 100.
A total budget is split equally, so channels have equal weight in that case. With no spend, we show an equally weighted average of your selected assumptions. This is a planning assumption for your selected check, not a measured industry-wide fraud rate.
Can fraud, bot and IVT estimates be added?
No. These categories overlap. A combined unique estimate needs their overlap measured in the same population. This calculator runs one category at a time.
Activity already removed before billing and credits already applied should not be counted as outstanding loss.