Do you ever wonder why some traffic makes you money and other traffic doesn't? The answer is so obvious that it's a proverb: Not all traffic is created equal. Let's take that old saying apart to see if it can deliver a return on investment for you. Let's look into why some traffic makes money and everything else is a waste of server resources. By the end of this brief guide you will know how to tease short- and long-term sales prospects out of your traffic reports.