<b>My manager keeps saying "send quality traffic." What does that mean concretely?</b>

<b>My manager keeps saying "send quality traffic." What does that mean concretely?</b>

Q: "Quality" is so vague. Can someone define it in measurable terms?

A: It feels vague because managers describe a felt result, not a metric. But "quality" decomposes into specific back-end numbers the advertiser actually watches:

— Back-end conversion: of leads that signed up, how many funded, purchased, or completed KYC. This is the number that pays the advertiser's bills.
— Retention: do users stay active past day 1, day 7, day 30, or vanish immediately.
— Approval and dedup rate: how much of your volume survives validation rather than getting scrubbed.
— Dispute and refund rate: low chargebacks and few refunds.

When a manager says "quality," they mean traffic that scores well across those after the click — not flashy front-end volume.

Turn it actionable: ask for your back-end conversion rate by sub-ID. Now "quality" is a dashboard you can optimize, and you can prune the placements that look great on clicks but die on retention.

Short version: quality means strong back-end conversion, retention, and low disputes. Ask for those by sub-ID and the word stops being vague.

Still stuck? Drop your case in the comments.