What is Recovery Potential?

Recovery Potential is the conservative dollar estimate of what an account gets back by fixing its confirmed waste — calculated as identified waste multiplied by a 70% capture rate, never as a hype number.

Why it matters

Not every paused dollar remaps perfectly to incremental conversions; market volatility eats some of it. Publishing the 70%-weighted figure instead of the raw waste keeps every recovery claim defensible.

How ClickCatalyst detects it

The recovery figure applies a 70% capture rate against total identified waste. The recovery_potential field is pre-calculated per entity in the intelligence pipeline and summed at report time — the report never invents it.

Reallocating recovered budget to high-efficiency campaigns requires no increase in total spend, which is why recovery potential is reported alongside — not instead of — the raw confirmed waste.

conservative_recovery = confirmed_waste × 0.70

Example

An audit that finds $1,000 of confirmed PMax waste reports $713 recovery potential (70% capture, rounded per entity) — the number a client can actually hold you to.