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It was never about the clicks.  

It was always about the ring of the cash register.  Which meant it was ALWAYS about selling something, not how many people looked at – and clicked on -- some ad banner.  Seems that this hoary old notion has now occurred to Google, which is mobilizing remedial action that will give advertisers a pass and allow them to pay only when they sell something.  Still, don’t count on the old model, the one that makes advertisers pay for clicks, to go away any time soon.  

So will some advertisers now know, at long last, which “half” of their budget isn’t wasted?    OK, it’s an old joke.  But so is the principle that it’s all about who-bought-what, not who-clicked-where.