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How much ad spend lands on visitors who leave before the page loads?

Enter your monthly ad spend and the share of ad visitors who leave before your landing page loads. The calculator multiplies the two, so you can see in dollars what a slow landing page costs your campaigns. Use your own analytics for the drop-off number if you have it.

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Calculate your own number.

Two numbers go in: what you spend on ads each month and the share of visitors who leave before the page loads. The dollar figure comes out.

Your analytics shows it for the pages your campaigns send traffic to. An estimate works too.

Where to find your numbers

  • Monthly ad spend: add the channels that send shoppers to your website (search, social, display).
  • Drop-off: in your analytics, the share of ad sessions that ended within the first seconds on the landing page. An estimate works too.
Four steps: the shopper clicks the ad, the dealership pays for the click, the page loads, and the vehicle and offer show. A shopper who leaves during loading was already paid for.
Every click is paid for before the page loads.

What to do with the result

Test the landing pages your campaigns use with the free speed test, and read landing page speed for dealer ads for the fixes.

Sources

Questions

How is wasted ad spend calculated?

Monthly ad spend multiplied by the share of visitors who leave before the landing page loads. Both numbers come from you.

Where do I find my landing page drop-off rate?

In your analytics: the share of ad sessions that ended within the first few seconds on the landing page.