Tapper Monthly Performance Report
Reporting Period: January 2026
Executive Summary
Monthly Impact: Across $52,400 in total ad spend (↑3.2%), Tapper saved $4,850 (↑5.0%) by blocking 12,340 invalid clicks (3.2% IVT rate) across 385K total clicks (↑4.1%). With a Tapper monthly cost of $750, this delivers a 6.5X ROI (↑ from 6.2X). Conversions reached 2,156 (↑7.2%) with a 0.56% conversion rate (↑3.0%). CPA improved across platforms: Google Ads at $23.69 (↓15%) and Meta Ads at $26.10 (↓12%).
Total Ad Spend
$52,400
↑ 3.2% vs Dec
Saved Spend
$4,850
↑ 5.0% vs Dec
Total Clicks
385K
↑ 4.1% vs Dec
Blocked Clicks
12,340
3.2% IVT rate
Conversions
2,156
↑ 7.2% vs Dec
Conversion Rate
0.56%
↑ 3.0% vs Dec
Tapper Monthly Cost
$750
ROI
6.5X
↑ from 6.2X
Google Ads CPA
$23.69
↓ 15% vs Dec
Meta Ads CPA
$26.10
↓ 12% vs Dec
Platform Performance & Month-Over-Month
Traffic Distribution
IVT Rate by Platform
Month-Over-Month Comparison
| Metric | December 2025 | January 2026 | Change |
|---|---|---|---|
| Total Ad Spend | $50,775 | $52,400 | ↑ 3.2% |
| Total Clicks | 369,857 | 385,000 | ↑ 4.1% |
| Blocked Clicks | 11,846 | 12,340 | ↑ 4.2% |
| IVT Rate | 3.4% | 3.2% | ↓ 5.9% |
| Saved Spend | $4,619 | $4,850 | ↑ 5.0% |
| Conversions | 2,012 | 2,156 | ↑ 7.2% |
| Google Ads CPA | $24.75 | $23.69 | ↓ 15% |
| Meta Ads CPA | $29.66 | $26.10 | ↓ 12% |
| ROI | 6.2X | 6.5X | ↑ 4.8% |
Key Insight: Traffic volume increased 4.1% while IVT rate decreased from 3.4% to 3.2%, indicating improved traffic quality. CPA improved significantly: Google Ads down 15% and Meta Ads down 12%, resulting in a 5% increase in saved spend.
Google Ads Performance
Total Spend
$38,200
↑ 2.8% vs Dec
Total Clicks
268,500
↑ 3.8% vs Dec
Blocked Clicks
9,128
↑ 4.2% vs Dec
IVT Rate
3.4%
↓ 0.2% vs Dec
Conversions
1,612
↑ 6.1% vs Dec
Conversion Rate
0.60%
↑ 2.2% vs Dec
CPA
$23.69
↓ 15% vs Dec
Saved Spend
$3,651
↑ 5.1% vs Dec
Campaign Type Breakdown
| Campaign | Clicks | Blocked | IVT % | Conversions | Saved |
|---|---|---|---|---|---|
| Search | 95,200 ↑4.1% | 4,284 ↑3.9% | 4.5% ↓0.1% | 892 | $1,714 ↑5.2% |
| Performance Max | 142,100 ↑3.6% | 3,695 ↑4.5% | 2.6% ↓0.2% | 598 | $1,478 ↑4.9% |
| Demand Generation | 31,200 ↑3.3% | 1,149 ↑4.1% | 3.68% ↓0.3% | 122 | $459 ↑5.0% |
Google Ads IVT Types
| IVT Type | Count | % of Total |
|---|---|---|
| Aborted Ad Click | 3,194 | 35.0% |
| Threat | 2,191 | 24.0% |
| Data Center | 1,369 | 15.0% |
| Ad Click Limit Exceeded | 1,095 | 12.0% |
| Bounced | 730 | 8.0% |
| Bot | 365 | 4.0% |
| Other | 184 | 2.0% |
Meta Ads Performance
Total Spend
$14,200
↑ 4.4% vs Dec
Total Clicks
116,500
↑ 4.9% vs Dec
Blocked Clicks
3,212
↑ 3.8% vs Dec
IVT Rate
2.76%
↓ 0.3% vs Dec
Conversions
544
↑ 7.3% vs Dec
Conversion Rate
0.47%
↑ 2.3% vs Dec
CPA
$26.10
↓ 12% vs Dec
Saved Spend
$1,199
↑ 4.8% vs Dec
Meta Ads IVT Types
| IVT Type | Count | % of Total |
|---|---|---|
| Bounced | 899 | 28.0% |
| Suspicious Ad Click | 771 | 24.0% |
| Geo Inconsistency | 610 | 19.0% |
| Threat | 482 | 15.0% |
| Ad Click Limit Exceeded | 289 | 9.0% |
| Bot | 161 | 5.0% |
Meta Insight: Meta traffic shows lower overall IVT (2.76%) compared to Google (3.4%), but has higher Geo Inconsistency fraud (19%), indicating location spoofing attempts common in social advertising.
Combined Invalid Traffic Analysis
IVT Type Distribution (All Platforms)
Top IVT Types
| IVT Type | Count | % |
|---|---|---|
| Aborted Ad Click | 4,320 | 35% |
| Threat | 2,673 | 22% |
| Bounced | 1,629 | 13% |
| Data Center | 1,481 | 12% |
| Ad Click Limit | 1,384 | 11% |
| Other | 853 | 7% |
Invalid Traffic Type Definitions
Threat
IPs known for malicious behavior, blocked via third-party threat intelligence.
Data Center
Non-human traffic from hosting providers, linked to bots and scrapers.
Suspicious Device
Devices with abnormal patterns like emulators or multiple account activity.
Bot
Non-human traffic from known bots, malware, or automated scripts.
Suspicious ASN
Traffic from networks with history of fraud or low-quality behavior.
Geographic Inconsistency
Traffic outside target geo using VPNs or spoofed locations.
Aborted Ad Click
Ad click registered but page didn't fully load, indicating fraud or bot activity.
Ad Click Limit Exceeded
Excessive clicks from users who don't convert but drive up costs.
Bounced
Single-page visits with no interaction, hurting Quality Score.
Suspicious Ad Click
Clicks with abnormal patterns like rapid repeats or irregular timing.
Known Attacker
IPs confirmed as malicious actors from threat-intelligence databases.
Unusual Behavior
Irregular browsing patterns indicating automated or fraudulent activity.