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Lunio｜Wasted Ad Spend Report 2024
Lunio recently released the ‘Wasted Ad Spend Report 2024.’ This report summarizes and shares the analysis results of a sample data set comprising 2.6 billion clicks from May 2022 to May 2023, covering various aspects of the data.
1) Paid Traffic
A notable finding in the report was that 8.5% of the overall paid traffic was invalid traffic.
2) Google vs. non-Google IVT
Compared to previous periods, the average IVT rate for Google ads (including search, display, P-Max, and YouTube ads) was 5.5%, while non-Google ads (Meta, Bing, LinkedIn, TikTok, X/Twitter, and Pinterest) had a significantly higher rate of 17.5%, more than three times higher. Below are the average IVT rate for each advertising platform/campaign:
These results reflect the current situation, where tools to combat IVT are limited in the market, and the efforts to prevent IVT on non-Google ads are still catching up on the side of advertising agencies and advertisers.
3) IVT by Company Size
The report also highlights significant variations in IVT based on company size. It’s not surprising that larger companies, with their larger advertising budgets and a wider range of advertising platforms, experience greater variations in these rates. However, it may still be intriguing to see how IVT rates vary with company size:
| Company Size (# of Employees) | IVT Rate |
| 1-10 | 8.30% |
| 11-50 | 6.85% |
| 51-200 | 10.54% |
| 201-500 | 9.72% |
| 501-1,000 | 12.62% |
| 1,001-10,000 | 11.98% |
| 10,000＋ | 17.58% |
4) IVT by Industry
In 2021, the education and finance industries had relatively high IVT rates, but in 2023, the insurance and retail industries took the top two spots for the highest IVT rates. You can find more details on other industries in the report.
5) IVT by Region
When examining IVT by region, the APAC region, including Japan, had the lowest rate at 6.76%. With Lunio’s increasing adoption in Southeast Asia and large enterprises, it’s possible that higher IVT rates may be observed in the future.
While we’ve presented various aspects of the analysis results, it’s important to note that IVT situations can vary significantly from one account to another. Therefore, we recommend continuing to monitor and verify through trials. Additionally, when comparing busy periods to normal periods for each account, there is a trend of higher IVT rates during busy periods, so please keep this in mind when considering trial implementations.
Masaki “Mark” Iino
Founder & CEO
SOPHOLA, Inc