Once you wrap your head around what I’m about to tell you, it will forever change the way you look at clicks.

First, all clicks are not created equal. Every click has a ton of metadata that tells a story about the person behind it.

Follow this logic.

What can you tell me about these users?

Handset type

  • Tracfone
  • iPhone 6
  • Samsung Galaxy S9
  • iPhone XR
  • iPhone 5S
  • iPhone X

Operating system

  • IOS 6
  • IOS 11
  • Froyo
  • Gingerbread
  • Honeycomb
  • Ice Cream Sandwich

Screen Size

Carrier Network

  • Boost prepaid
  • Tracfone prepaid
  • ATT monthly billing
  • Straight Talk
  • Sprint monthly billing

When you break down your stats to handset type, carrier network, screen size and operating system you get a very detailed picture of every click.

You can start basing LTV on this.

Go even further and look at what demographic has the most tablets. What does owning a tablet say about the user?


  • iPad Air
  • iPad Air 5th-gen
  • iPad Mini 2
  • Amazon Kindle

Desktop Types

  • PC with default browser
  • Mac with default browser
  • PC with default browser running Windows 7
  • PC with Firefox and Windows 10
  • Mac with Chrome with the newest OS

Which costs more: a PC or a MAC?

Monitor Size

  • 17”
  • 21”
  • 28”
  • 32”

What zip code is the device connecting from?

What can the zip code tell you about a user?

Let’s look at 29455.

Kiawah Island, SC has a population of 1,543 people with a median age of 68 and a median household income of $137,250.


Let’s look at 29456.

Summerville, SC has a population of 47,919 people with a median age of 35.6 and a median household income of $56,962.

What does this tell you about the clicks coming from each location?

When you learn how to use the data that I’m talking about, you will be able to maximize every click and give users the best experience for the device and demographics.

I hope you print this out and start digging through your reporting and see how all of this plays together to paint a very detailed picture of every click.

Let me know if this helped you and how you are going to use this data going forward.

Charles Kirkland

All clicks are not created equal. And if you are not careful, you will find that you end up with low value visitors because you didn’t know to only bid for the highest value clicks.