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Key Concepts & Terminology

Understand the core terms used in ClickFlare tracking and reporting
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Written by Ervis
Updated 2 months ago

TL;DR

ClickFlare uses specific terms to describe how traffic, interactions, and results are tracked. Understanding these concepts will help you interpret reports correctly and avoid common setup mistakes.

If you are unsure why you see Visits but no Clicks, or Clicks but no Conversions, this article explains why.

Why These Terms Matter

ClickFlare tracks multiple stages of user interaction.
Each stage is recorded as a different event type and shown in separate report columns.

If these terms are misunderstood, users often:

  • Expect the wrong metric to increase

  • Think tracking is broken when it isn’t

  • Compare data incorrectly across platforms

This article defines the exact meaning of each core term as used in ClickFlare.

Core Tracking Events

These are the three most important concepts in ClickFlare.

Visit

A Visit is registered when:

  • A user clicks an ad

  • Or opens a ClickFlare campaign tracking URL

In other words, a Visit represents the entry point into ClickFlare.

Key points:

  • Every tracked session starts with a Visit

  • Visits are tied to the campaign URL

  • Visits appear immediately in logs and reports

📌 If you see no Visits, the tracking URL is not being reached.

Click

A Click is registered when:

  • A user clicks from a landing page to an offer

Clicks measure engagement after the Visit, not the ad click itself.

Key points:

  • Clicks only occur if a landing page is used

  • Clicks represent a transition inside your funnel

  • A Visit can exist without a Click

📌 If your setup does not use a landing page, Clicks may remain at zero — this is expected.

Conversion

A Conversion is registered when:

  • ClickFlare receives a conversion event from your destination

Conversions can be sent via:

  • Postback

  • Script or pixel

  • API Integration

Key points:

  • Conversions may happen immediately or much later

  • Conversions are matched back to the original Visit / Click

  • A Conversion does not require a Click if no landing page is used

📌 Conversions are the final outcome you measure (sale, lead, call, event).

Core Identifiers & Data Flow

Click ID

The Click ID is a unique identifier generated by ClickFlare for each Visit.

It is used to:

  • Match conversions back to Visits

  • Attribute results to campaigns, ads, and parameters

Key points:

  • Every Visit has one Click ID

  • The Click ID must be passed to the destination

  • Without it, attribution is not possible

Tracking Parameters

Tracking parameters are values passed from the traffic source to ClickFlare, such as:

  • Campaign ID

  • Ad ID

  • Keyword

  • Placement

ClickFlare captures these values and stores them in tracking fields.

Tracking Fields (trackingField1–20)

Tracking Fields are internal fields where ClickFlare stores incoming parameters.

Key points:

  • Up to 20 tracking fields are available

  • They are populated automatically when parameters are passed

  • Values can be used for reporting and grouping

📌 Tracking fields do not affect tracking — they affect analysis.

Conversion Parameters (param1-20)

Conversion parameters are additional data points sent to ClickFlare when a Conversion occurs.

They allow you to enrich conversion data with custom information, such as:

  • Email address

  • First name or last name

  • Phone number

  • Order ID

  • Product name

  • Any other custom value

ClickFlare provides up to 20 conversion parameter slots.

Key points:

  • Conversion parameters are sent with the Conversion event

  • They are independent of tracking parameters

  • They do not affect attribution or tracking logic

  • They are used purely for data enrichment and reporting

📌 Tracking parameters describe the click. Conversion parameters describe the result.

Core Structural Concepts

Traffic Source

A Traffic Source defines:

  • Where traffic comes from

  • How parameters are expected

  • How cost and conversion data can be integrated

Traffic sources help ClickFlare standardize incoming data.

Landing Page (Lander)

A Landing Page is an optional intermediate page between ClickFlare and the offer.

Key points:

  • Used to pre-sell or filter traffic

  • Generates Clicks when users proceed to the offer

  • Must pass the ClickFlare Click ID forward

Offer

An Offer is the final destination:

  • Affiliate offer

  • Product page

  • Checkout page

  • Lead form

  • Call flow

Offers are where conversions happen.

Affiliate Network

An Affiliate Network is an optional organizational layer.

It is used to:

  • Group multiple offers

  • Provide postback templates

  • Simplify conversion tracking setup

If you work directly with an advertiser or your own backend, an affiliate network is not required.

Campaign

A Campaign connects everything together:

  • Traffic source

  • Landing page (optional)

  • Offer

  • Tracking domain

Campaigns generate the ClickFlare tracking URL that is used in ads.

Reporting & Time Concepts

Visit Timestamp

The Visit Timestamp refers to:

  • The moment the Visit (ad click) occurred

Logs are always tied to the Visit Timestamp.

Postback Timestamp

The Postback Timestamp refers to:

  • The moment the Conversion occurred

Reports can display conversions using either timestamp.

📌 This distinction is critical when conversions happen days or weeks after the click.

Summary: Event Flow in ClickFlare

Ad Click
   ↓
Visit (tracking URL reached)
   ↓
Click (landing page → offer) [optional]
   ↓
Conversion (event received)

Each stage is tracked separately and appears in its own report column.

Related Resources

  • How ClickFlare Works (High-Level Overview)

  • First-Time Setup Checklist

  • How Click Tracking Works in ClickFlare

  • How Conversion Tracking Works in ClickFlare

  • Visit vs Postback Timestamp Explained

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