Ad spend leak calculator
Model how much of your paid media budget reaches visitors you cannot tie to an account—and what you could recover with identification and intent workflows.
Total paid media budget driving traffic to your site.
Industry default ~90–98% without B2B visitor ID.
Share of anonymous traffic that could enter pipeline with tracking + outreach.
Estimated waste
$4,600 / mo
$55,200 per year
Recoverable pipeline opportunity
$1,610 / mo
$19,320 per year
Illustrative model only. Run the tracking audit on your domain for a concrete pixel check.
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What this tool does
The ad spend leak calculator estimates budget lost to anonymous B2B traffic by combining monthly ad spend, identification rate, and recoverable share. It helps marketers quantify the cost of retargeting visitors you cannot tie to accounts before form fills.
Frequently asked questions
- How is wasted ad spend calculated?
- The calculator multiplies monthly ad spend by the share of traffic you cannot identify as accounts, then estimates recoverable budget if identification improves outreach. Figures are illustrative—adjust sliders to match your funnel.
- What percentage of B2B traffic is usually anonymous?
- Many B2B sites see 90–98% of sessions without firmographic identification before a form fill. Your audit and CRM data provide better benchmarks than industry defaults.
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