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Interactive tool

Ad Leak Estimator

A rough estimate of how much reported ROAS is inflated by conversions that aren’t real orders. Set your numbers, pick an assumed share, and the tool applies two simple formulas. It runs in your browser — nothing you enter leaves this page.

Worked example

At $40,000/month of spend, a reported 3.8x ROAS, and 25% of reported conversions assumed not to be real orders:

  1. Estimated true ROAS 2.85 3.8 × (1 − 0.25)
  2. Spend credited to conversions that didn’t happen $10,000 $40,000 × 0.25
Try your own numbers

Calculator

Try your own numbers

How much of your ad spend may be credited to conversions that never became orders, and what your ROAS would be without them.

Ad Leak Estimator Runs in your browser
Your numbers

Enter all three values

Nothing is calculated until all three fields have values.

If your tracking misses orders instead, the opposite is true: real ROAS is higher than reported (reported ROAS ÷ (1 − missed share)). Missed orders don’t waste spend — they give the ad platform less signal to optimise on.

This is a rough model, not a measurement of your account. Your entries stay in this browser.

Method

How this is calculated

The tool applies two formulas to the numbers you enter:

  1. Estimated true ROAS = reported ROAS × (1 − share of reported conversions that are not real orders )

  2. Spend credited to conversions that didn’t happen = monthly spend × that share

The share is an assumption you pick, not a measurement. The three presets are illustrative scenarios, not measured industry averages: occasional duplicates, frequent Pixel/CAPI double-counting, and every purchase counted twice. Your real share can only be found by reconciling reported conversions against your actual orders.

A note from Daniilbefore you rely on the number

Limitations

  • It is a rough arithmetic model, not a measurement of your account.
  • It assumes the share you select; it cannot detect your real one.
  • It ignores differences in how each platform attributes conversions (view-through, attribution windows, modeling).
  • It is not a substitute for an order-level reconciliation.

— Daniil

Next steps

Daniil Maximkin

Hi, I’m Daniil.

I work with you from defining the problem to implementation and handover. You talk to the person who does the work. I work in English and Russian.

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