How We Calculate Your Digital Price Tag
Every number on trafi.cc is derived from publicly available data — SEC filings, earnings reports, and industry benchmarks. Here's exactly how we do it, and where every number comes from.
Data Confidence Tiers
The platform reports ARPU in SEC filings (10-K, 10-Q). These are audited numbers. Applies to: Meta (FB+IG), Snapchat, Pinterest, Reddit, Spotify, Match Group (Tinder).
We divide reported revenue by reported user count. Both numbers are public, but the per-user figure is our calculation. Applies to: Google, YouTube, Amazon, Uber, eBay, Bumble, Mercado Libre.
Estimated from analyst reports, press coverage, or CPM benchmarks. Directionally reliable but not audited. Applies to: TikTok, X/Twitter, LinkedIn, WhatsApp, messaging apps, delivery, regional platforms, fintech, health/fitness.
Calculation Formula
Formula: Your Value = Base ARPU × Age × Device × Interest × 0.55
For each platform you select, we start with the Annual Revenue Per User (ARPU) for your region, sourced from the most recent available data.
We then apply three demographic multipliers:
- Age — Users aged 35-54 are the most valuable (1.2-1.3x) due to peak purchasing power. Teens (13-17) are worth ~50% less due to COPPA regulations limiting ad targeting.Source: Advertiser bid data, WordStream industry benchmarks
- Device — iOS users command 2-3x higher CPMs than Android. We normalize this to a 1.3x/0.8x multiplier.Source: Tenjin/Liftoff Mobile Ad Benchmarks 2024
- Interests — Finance/insurance verticals command 3-4x the CPMs of entertainment. Luxury (1.6x) and investing (1.5x) are the highest-value interest signals.Source: WordStream Facebook Ads Industry Benchmarks, Revealbot
The 0.55x realism factor accounts for the fact that not every user generates the full platform ARPU. It varies based on engagement level, ad blocker usage, premium subscriptions (which reduce ad exposure), and time spent on platform.
All Sources
Tier 1 — Directly Reported
Meta Platforms FY2024 Annual Report (10-K)
SEC / Meta Investor Relations
Average Revenue Per Person (ARPP) directly reported by region: US & Canada $268, Europe $78, Asia-Pacific $19, Rest of World $14. We split ~60/40 between Facebook and Instagram based on Meta's reported ad impression share.
Used for: facebook, instagram, whatsapp, messenger, threads
View source →Snap Inc. FY2024 Annual Report (10-K)
SEC / Snap Investor Relations
ARPU directly reported quarterly: North America $28.41/yr, Europe $10.07/yr, Rest of World $3.68/yr. 443M daily active users.
Used for: snapchat
View source →Pinterest FY2024 Annual Report (10-K)
SEC / Pinterest Investor Relations
ARPU directly reported: US & Canada $27.00/yr, Europe $5.88/yr, Rest of World $0.84/yr. 553M monthly active users.
Used for: pinterest
View source →Reddit FY2024 Earnings
SEC / Reddit Investor Relations
Global ARPU $11.20/yr directly reported. 101M daily active uniques. ~50% of users are in the US, so NA ARPU is significantly higher than global average.
Used for: reddit
View source →Spotify FY2024 Earnings Release
Spotify Investor Relations
Ad-supported revenue ~€2B in FY2024 across ~412M free MAUs. Premium ARPU €4.65/month directly reported. Ad ARPU derived: ~€4.85/yr (~$5.30) per free user.
Used for: spotify
View source →Match Group FY2024 Annual Report (10-K)
SEC / Match Group Investor Relations
Revenue per payer (RPP) ~$16/month for Tinder. Total Tinder revenue ~$1.8B. Used to estimate ad/data value for non-paying users.
Used for: tinder, hinge
View source →Tier 2 — Derived from Financials
Alphabet FY2024 Annual Report (10-K)
SEC / Alphabet Investor Relations
Google Services ad revenue $264.6B (Search + YouTube + Network). YouTube ads $36.1B. Derived per-user by dividing by estimated user counts (~4.4B for Google, ~2.5B for YouTube). NA represents ~47% of revenue.
Used for: google, youtube
View source →Amazon FY2024 Annual Report (10-K)
SEC / Amazon Investor Relations
Advertising services revenue $56.2B. ~310M active customer accounts. NA represents ~60% of ad revenue. Per-user derived by region.
Used for: amazon, primevideo, twitch
View source →Uber FY2024 Annual Report (10-K)
SEC / Uber Investor Relations
Advertising revenue ~$1.3B. 171M monthly active platform consumers. ARPU not directly reported — derived from ad revenue / MAPC.
Used for: uber
View source →Bumble FY2024 Annual Report (10-K)
SEC / Bumble Investor Relations
Revenue ~$1B. ~3.7M paying users out of ~50M MAUs. Ad/data value for non-payers estimated from total revenue and user mix.
Used for: bumble
View source →eBay FY2024 Annual Report (10-K)
SEC / eBay Investor Relations
Promoted listings + first-party ads ~$2.4B. ~132M active buyers. Derived per-user ad value.
Used for: ebay
View source →Mercado Libre FY2024 Annual Report (20-F)
SEC / Mercado Libre Investor Relations
Advertising revenue ~$2.6B. ~218M unique active users. LATAM-dominant marketplace.
Used for: mercadolibre
View source →Tier 3 — Industry Estimate
Global Digital Ad CPM Benchmarks 2024
eMarketer / Insider Intelligence
CPM benchmarks by platform, format, and demographic segment. Finance/insurance verticals command 3-4x the CPMs of entertainment. Used for interest multipliers and platforms without public ARPU.
View source →IAB Internet Advertising Revenue Report 2024
Interactive Advertising Bureau
Annual U.S. digital advertising revenue data ($225B+ in 2024). Breakdown by format, pricing model, and industry vertical. Used for market-level validation.
View source →Mobile Advertising Benchmarks 2024
Tenjin / Liftoff
iOS CPMs are consistently 2-3x higher than Android (iOS ~$10-12, Android ~$3-5 for US Facebook ads). Used for device multiplier.
View source →Facebook Ads Industry Benchmarks 2024
WordStream / LocaliQ
CPM by industry vertical: Finance $15-35, Technology $12-20, Retail $8-14, Entertainment $5-9. Used for interest category multipliers.
View source →Data Brokers: A Call for Transparency and Accountability
Federal Trade Commission
FTC investigation into data broker practices, including how personal data is collected, packaged, and sold. Background context for data value estimates.
View source →Digital Advertising Worldwide 2024
Statista
Global digital ad spend projections and per-user revenue estimates across major markets. Used for regional ratio validation.
View source →Frequently Asked Questions
How much is my data worth to Facebook?
Meta reported annual revenue per person (ARPP) of $268 for US & Canada users in their FY2024 10-K filing. Facebook generates roughly 60% of Meta's ad revenue, putting the per-user Facebook value at ~$160/year for a US user before demographic adjustments.
Why is my data worth so little?
Individual data points are cheap — it's the aggregate that's valuable. Advertisers pay for access to millions of users matching specific criteria. Your share of that is small, but across billions of users, it generates hundreds of billions in revenue for platforms.
Do platforms actually sell my data?
Most major platforms (Meta, Google, TikTok) don't sell your data directly. Instead, they sell advertisers the ability to target you based on your data. The economic effect is similar — your behavioral data has a measurable dollar value to their business model.
How accurate is this calculator?
It depends on the platform. For Meta, Snap, Pinterest, and Reddit, we use directly reported ARPU from SEC filings (Tier 1). For Google and Amazon, we derive values from reported revenue and user counts (Tier 2). For private companies like TikTok and smaller platforms, we use industry estimates (Tier 3). We apply a 0.55x realism factor because not every user generates the full platform ARPU.
What's the difference between the data tiers?
Tier 1 means the platform directly reports ARPU in SEC filings — these are audited numbers. Tier 2 means we calculated ARPU by dividing the platform's reported revenue by its reported user count — both figures are public but the division is ours. Tier 3 means we estimated from analyst reports, press coverage, or industry benchmarks — these are directionally reliable but not audited.
Why is iOS worth more than Android?
iOS CPMs are consistently 2-3x higher than Android, according to mobile ad benchmarks from Tenjin and Liftoff. This is because iOS users tend to have higher purchasing power, and Apple's App Tracking Transparency (ATT) framework constrains ad supply, pushing prices up.
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