Quality standards

Quality needs evidence.
Not a bigger counter.

A short session does not prove a bot, and a long session does not prove buying intent. Useful quality checks combine source information, delivery records and your own outcomes.

Source transparency

A referrer label can omit the actual placement. A written source description gives your team something concrete to compare with delivery.

Audience relevance

A real person can still be the wrong customer. Supported countries, devices and a usable offer matter more than volume alone.

Measurement clarity

Clicks and recorded sessions use different counting rules. Separate totals help your team investigate gaps without assuming fraud.

Quality checklist

What belongs in the delivery agreement.

A broad promise of “quality traffic” is difficult to test. One buyer may expect a unique person; another may expect a recorded session.

Your agreement can define the purchased unit, source formats, location method, duplicate handling, invalid-traffic review and evidence needed for a dispute. Clear definitions make a delivery review possible.

Real ad placements, not synthetic sessions.
Honest source tags, not disguised search referrals.
No payments for clicking ads on the destination.
No promises of sales or search ranking changes.

Each written proposal states the source formats, supplier controls and records available for review.

When a result looks unusual

A review starts with the pattern.

A sudden location shift, repeated timestamps or missing outcomes can justify a review. Each pattern can also have more than one explanation, including consent or reporting differences.

You can save the campaign identifier, time range, source breakdown and affected metric without including unnecessary personal data. That evidence gives the supplier a specific issue to investigate.

Delivery review brief ↗

Practical reading

Put the plan into practice.

A quality concern is easier to review when it is specific. The seven placement checks organize the evidence before a pause or supplier query.

For a local campaign, the location audit example explains why one map result does not prove where someone lives.