"Turn on ad-block recovery, reclaim 20% lost revenue"

"Turn on ad-block recovery, reclaim 20% lost revenue"

Granted: a chunk of your audience blocks ads, and recovery scripts do re-serve to some of them. The reclaimed revenue is real.

The asterisk is the comparison baseline. Vendors show "recovered revenue" against zero — as if every blocked impression would otherwise have been a paying one.

🚩 Hidden variable: ad-blocker users monetize far below average even when shown ads — lower intent, lower viewability, more accidental bounces from the recovery prompt itself. The reclaimed RPM is a fraction of your normal RPM, not equal to it.

Compare recovery revenue against your true blended RPM, and net it against the visitors the prompt annoyed into leaving.

Not saying recovery tools are bad — saying "20% reclaimed" is measured against zero, which inflates the win.