The paper presents the results of ample investigations performed on industrial and traditional ceramics of fired clay used in processes of water potabilization in the last stage of filtration, after that of active charcoal. Using the data obtained through the scanning electron microscope coupled with energy dispersive X-ray analysis (SEM-EDX) and pH analyses, on the basis of the atomic composition and free concentration of hydronium ions, the normal caustic (Si/Al) and summative [(Si+Ti+FeIII+Cl)/(Al+Ca+Mg+Na+K)] modules were assessed, which were correlated with the free acidity and, respectively, the capacity of absorption and ionic exchange of the Fe3+ and Al3+ ions. The study allowed the selection, on the basis of the caustic module, of the ceramics with high capacity for ionic exchange.