What the monthly leak figure includes

Spend on targets that took clicks and returned no orders, spend above your break-even ACoS on targets that do convert, sales lost when budgets run out, money spent competing against your own keywords, and non-converting search terms.

Nothing is counted twice. Where a target and its search terms overlap, we take the larger of the two rather than adding them.

Figures are normalised to 30 days from whatever period your reports cover, and rounded down.

Growth opportunities are shown separately, because recovering waste and capturing upside are different kinds of work.