A marketing metric measuring revenue generated per dollar of ad spend. ROAS calculations are distorted when invalid traffic inflates lead counts without generating real customers.
Understanding Return on Ad Spend (ROAS) is essential for protecting your marketing pipeline. TrafficValidator analyzes return on ad spend (roas) alongside 30+ other signals to score every lead in real time — so your sales team only works with genuine, high-intent prospects.
See how TrafficValidator detects thisCost Per Lead (CPL)
The average cost of acquiring a single lead through marketing channels. Calculated as total campaign spend divided by the number of leads generated. Inflated by invalid leads.
MQL (Marketing Qualified Lead)
A lead that marketing has determined meets certain criteria and is ready for sales engagement. Quality of MQLs is severely impacted when bot traffic and fake submissions aren't filtered.
SQL (Sales Qualified Lead)
A lead that sales has accepted as worthy of direct follow-up based on meeting qualification criteria. Junk leads that become SQLs waste sales resources and lower conversion rates.
TrafficValidator scores every lead in real time across 30+ signals including return on ad spend (roas) detection.