This article explains how reclaimed spend is calculated within Brand Activator Premium (BAP), including the formula used and how full-price CPC is determined.
Reclaimed Spend Formula (CPC Differential)
Reclaimed spend is calculated daily for each search term using the formula below:
- Reclaimed Spend = (Full-Price CPC - BAP CPC) × BAP Clicks
- Full-Price CPC: BAP analyzes data from the past 15 days, selecting the five days that
fall in the middle of the CPC range. It then calculates a "middle average" CPC based on
this selection.
The primary advantage of this approach is that it excludes any organic metrics, ensuring reported savings are purely based on performance differences within Paid Search campaigns.