Ad waste recovery workbook
A working Excel model that sizes paid media waste across invalid traffic and unqualified audiences, ranks your highest-value recovery moves, and gives you a dispute log ready for your platform rep.
By T.J. Muro
Published
Updated
Most paid media teams know budget is wasted somewhere. The harder part is proving where, how much, and what to do first. The Ad Waste Recovery Workbook gives you a practical model to answer those three questions without needing a new dashboard or API integration.
What it does
- Channel spend capture. Drop in platform, campaign, flight dates, spend, and reported outcomes. The workbook structures your inputs so the rest of the math holds together.
- Waste modeling. Apply conservative benchmarks for invalid traffic and unqualified audience delivery, then adjust them as you collect your own verification data.
- Ranked recovery plan. Every potential recovery action is scored by estimated recoverable dollars and how easy it is to prove, so you file the strongest disputes first.
- Dispute log. A clean hand-off sheet with the claim, supporting math, and requested action, formatted for a network rep or insertion-order review.
What you get
- A defensible number for how much spend is not reaching qualified humans.
- A clear priority order for recovery conversations.
- Documentation that ties platform-reported numbers back to your own logic.
- A repeatable process you can rerun by campaign or month.
Download the workbook, plug in your numbers, and use it to start recovery conversations with real math behind you.