Glossary
Qualified click
A click from someone who matches the offer: the right GEO, device and intent. Unqualified clicks cost the same and convert worse, which is why sources and placements are filtered.
Also called: targeted click.
Ad platforms sell clicks; offers pay for actions. The gap between the two is click quality. A click from the GEO the offer accepts, on a device the lander supports, from a person who was interested enough to read the ad, is worth far more than a misclick on a pop.
Trackers exist to tell the two apart: by placement, by creative, by hour, by device. Blacklists and whitelists are how a buyer keeps the qualified clicks and drops the rest.
Related terms: Qualified visitor, Blacklist, Whitelist, Conversion rate.