Glossary of Terms

The canonical reference for every term, metric, log field, and reporting column used in ClickFlare.

Written by Ervis

Updated 1 week ago

This glossary is the single source of truth for all ClickFlare terminology. Every term used across the documentation links back here. If a term is missing, contact support and we'll add it. Terms are listed alphabetically. Use the index below to jump to a section.

A

Access Key - A key required to use the ClickFlare API without a password. You use it to generate an access token, which is then sent in the api-token HTTP header with every API request. Generate your access key in Settings → Security.

See also: API Key Management
Account Owner - The user with full control over a ClickFlare account. The Account Owner can invite users, assign roles, create workspaces, manage billing, and access all data across all workspaces. Typically the person who created the account.

See also: Account Owner Role
Ad exchange - A platform where publishers and advertisers trade traffic using Real-Time Bidding (RTB) and other programmatic methods. Ad exchanges are typical traffic sources for ClickFlare campaigns.

See also: Real-Time Bidding
Ad Server - A server where advertisements are stored, managed, and delivered to end users. Ad servers typically include a reporting module to monitor ad performance. As a ClickFlare user, ad servers are usually on the traffic source side of your funnel.
Advanced Flow - A type of flow available under Path Destination inside a campaign. It allows you to visually build advanced funnel logic, such as Lander → Lander → Lander → Offer, and rotate elements at different nodes within the funnel. This flow type supports multi-step structures, including listicle-style funnels.
AN Token (Affiliate Network Token) - The dynamic macro provided by an affiliate network that passes data into ClickFlare's postback URL. For example, an affiliate network might use [[[subid4]]] as its token for the click ID field. ClickFlare maps AN Tokens to its own tokens (e.g. {click_id}) in the affiliate network setup.

See also: How to Add an Affiliate Network
Admin - ConceptA user role with administrative permissions. Admins can specify workspaces, assign workers to workspaces, and access all statistics. Admins cannot edit other users' roles — only the Account Owner can.

See also: Admin Role
Ad server - A server where ads are stored, managed, delivered to you as a website end-user, and monitored for their performance.
Advertiser - Any person who wants to promote an offer. In the ClickFlare context, the advertiser is usually the ClickFlare user — the person buying traffic and tracking campaign performance.
Affiliate Network - A platform that connects offer owners with affiliates who promote their offers. In ClickFlare, the affiliate network element is used to group offers by revenue source (e.g. ClickBank, MaxBounty, Tonic) and to configure postback tracking.

See also: How to Add an Affiliate Network
AI Enabled (Reporting) - A campaign metadata field indicating whether AI Weight Suggestions are enabled for that campaign. When active, ClickFlare's AI analyzes performance data and recommends traffic weight adjustments across landers and offers.

See also: AI Weight Suggestions
API (Application Programming Interface) - A programmatic interface that allows users to view and manipulate ClickFlare resources through a predefined set of requests. ClickFlare uses a REST API.

See also: ClickFlare API docs

B

Bot Score (Logs) - A numeric score assigned by ClickFlare's traffic filtering system to each visit, indicating the likelihood that the traffic is non-human. A higher score indicates a higher probability of bot traffic. Available in the click log.

See also: Traffic Filtering
Bot Verified (Logs) - A log field indicating whether a visit has been confirmed as bot traffic through ClickFlare's verification process, beyond the initial scoring.

C

CTA (Call To Action) - Any link or button on a landing page that redirects a visitor to an offer. CTAs must contain a Click URL generated by ClickFlare so the click event is tracked and attributed correctly using ClickFlare's click ID token.

See also: Click URL, Click
Campaign - The central element in ClickFlare that brings together a traffic source, lander(s), offer(s), flow, and tracking configuration into a complete campaign funnel. Every campaign produces a unique Campaign URL to be used as the destination URL in your ad.

See also: Creating a Campaign
Campaign Country (Reporting) - A metadata field that records the target country configured for the campaign. Used for organization and filtering in reports.
Campaign Created Date (Reporting) - The timestamp when the campaign was first created in ClickFlare. Available as a metadata field for filtering and sorting.
Campaign Device (Reporting) - A metadata field indicating the target device type configured for the campaign (e.g. Desktop, Mobile, Tablet).
Campaign ID - The unique identifier assigned to each campaign in ClickFlare. Used in API calls, log exports, and when referencing a specific campaign programmatically.

See also: Where to Find the Campaign ID
Campaign Notes (Reporting) - A free-text metadata field for adding internal notes about the campaign. Visible only within ClickFlare.
Campaign Naming Template - A configurable pattern in Settings → General Settings that auto-populates the name field when creating a new campaign. Uses ClickFlare tokens such as {{trafficSource}}, {{countryCode}}, and {{device}} to generate consistent, structured campaign names automatically.
Campaign Tags - Labels applied to a campaign for organization and filtering. Multiple tags can be applied to a single campaign.

See also: How to Use Tags in ClickFlare
Campaign Tracking Type (Reporting) -A metadata field identifying the tracking method used for the campaign — either Redirect or Direct.

See also: Tracking Methods
Campaign TrafficSource ID (Reporting) - The ID of the traffic source object linked to the campaign. Useful for filtering reports by traffic source at the campaign level.
Campaign Updated Date - The timestamp of the last edit made to the campaign configuration.
Campaign URL - The unique tracking link generated by ClickFlare for each campaign. You paste this URL as the destination URL in your ad on the traffic source. When a user clicks the ad, they pass through this URL — ClickFlare records a Visit and redirects them to the lander or offer.

See also: How ClickFlare Click URLs Work
Campaign Elements - The individual objects you create in ClickFlare to build a campaign funnel. The full set of campaign elements is: Campaigns, Offers, Landers, Flows, Traffic Sources, and Affiliate Networks. Not all elements are required for every campaign setup.
Collaboration Area - The section of ClickFlare Settings (Settings → Collaboration Area) that centralises all multi-user management. Contains three tabs: Workspaces, Users, and Shared Reports.

See also: Workspace, Role, Shared Reports
Conditional Path - A rule-based routing path inside a campaign or flow. When a visitor matches the defined conditions (e.g. specific geo, device, tracking field value), they are routed to this path's destination instead of the default path. Multiple conditional paths can be stacked and evaluated in order.

See also: Adding a Conditional Path
Container (Tag Manager) - The top-level object in ClickFlare's Tag Manager. A container holds all your tags, triggers, and variables for a specific website or property. ClickFlare creates a Default Container automatically. The container generates a script that you install on your site to enable tag deployment.

See also: Tag Manager Overview
Cost Integration - A connection between ClickFlare and a traffic source platform (e.g. Meta, Google Ads, TikTok) that automatically imports ad spend data. Cost integrations eliminate manual cost entry by pulling spend at campaign, ad-set and ad level directly from the traffic source's API.

See also: How Cost is Tracked in ClickFlare
Cost Updates (Log Tab) - A tab within ClickFlare's Logs section that records all automated and manual cost update events — including cost pulled from integrations and manually uploaded cost data. Useful for auditing cost discrepancies.

See also: Manual Cost Upload
Conversion Tracking Script - A JavaScript snippet generated by ClickFlare for each campaign that can be placed on a thank-you or confirmation page to fire conversions client-side. An alternative to S2S postback for setups where server-side tracking is not available.
Campaign Workspace ID - The ID of the workspace the campaign belongs to. Used for filtering in multi-workspace setups.
Campaign Workspace Name - The name of the workspace the campaign belongs to.
CDN (Content Delivery Network) - A network of proxy servers and data centers that deliver static content (images, HTML, CSS, JS) to end users from geographically distributed locations. Often used to host landing page assets for faster load times.
Click - A Click is recorded when a visitor clicks a CTA (Call-To-Action) link or button on a landing page, moving them from the lander to the offer. Clicks are a paid event in ClickFlare.

Funnel flow: Ad → Visit → Lander → Click → Offer
See also: Visit, Conversion, Understanding ClickFlare Events
Click ID (cf_click_id) - ClickFlare's unique alphanumeric identifier (24 characters, starts with a lowercase letter) assigned to every Visit. The Click ID tracks the user's journey through the funnel and is required for conversion attribution via postback URL.

See also: How ClickFlare Click URLs Work
ClickTime - The timestamp when a Click event was recorded — i.e. when the user clicked the CTA on the landing page.
Click URL / Multi-Offer Click URL - A link (or set of links) provided by ClickFlare that must be pasted into the HTML of your landing page. When a user clicks it, ClickFlare records a Click and redirects them to the offer. The multi-offer version allows a single lander to link to multiple offers.

See also: Multiple Offers Landing Page Setup
ISP (Connection) - The Internet Service Provider of the visitor, as detected from their IP address at the time of the visit.
IP (Connection) - The IP address of the visitor at the time of the visit.
Mobile Carrier (Connection) - The mobile network carrier of the visitor (e.g. Verizon, T-Mobile), if the visit originated from a mobile connection.
Referrer (Connection) - The full referrer URL from which the visitor arrived at the campaign URL.
Referrer Domain (Connection) - The domain portion of the referrer URL (e.g. facebook.com).
Connection Type - The type of internet connection used by the visitor (e.g. WiFi, Mobile Data, Cable, DSL).
Conversion - A Conversion is recorded when an affiliate network or offer fires a postback URL or pixel back to ClickFlare, confirming a completed action (purchase, lead, install, etc.). Conversions are a paid event in ClickFlare.

See also: Tracking Conversions Using S2S Postback
Conversion Cap - A feature that limits the daily number of conversions sent to a specific offer. When the cap is reached, traffic is automatically redirected to an alternative offer, preventing wasted traffic when a network restricts daily conversion volumes.

See also: Offer Cap
Conversion Date - The timestamp (UTC) when the conversion event was received and recorded by ClickFlare.
Conversion Parameter (1–20) - Up to 20 custom parameter fields that can be passed back from your affiliate network or offer in the postback URL. Use these to pass transaction IDs, payout tiers, product IDs, or any other custom conversion data.
Conversion Payout - The payout amount received for the specific conversion event, as passed in the postback URL from the affiliate network.
Conversion Transaction - The transaction ID passed from the affiliate network in the postback, used to uniquely identify each conversion and prevent duplicate attribution.
Conversion Upload - A feature that allows you to manually upload conversions that were not automatically recorded by ClickFlare — for example, offline sales or delayed confirmations. Requires a Click ID and optionally a payout, transaction ID and acustom conversion.

See also: Conversion Upload
Conversion Registration Time - A setting in General Settings that determines which timestamp ClickFlare uses when attributing a conversion to a time period in reports. Two options: Visit Timestamp (conversion is recorded at the time of the original visit) or Postback Timestamp (conversion is recorded at the time the postback fires).

See also: Visit Timestamp, Postback Timestamp
Custom Conversion Slot - One of the 20 numbered positions in the Custom Conversions settings table. Each slot maps a named event (e.g. Sale, Lead) to a postback parameter name (e.g. sale, lead) and can be toggled to count toward the Conversions and/or Revenue metrics.

See also: Custom Conversions (Settings), Custom Conversion 1–20
Custom Conversions (Settings) - A settings section where you define up to 20 named custom conversion event slots, each with its own postback parameter name. Each slot can independently count toward the Conversions and/or Revenue metrics. Built-in slot names include Click, Impression, Sale, Lead, Checkout, Add to Cart, Revenue Estimated, and Revenue Finalized. Widely used for multi-event funnels in RSOC, e-commerce, and lead generation.

See also: Custom Conversion 1–20, Custom Conversion Slot, Event Type
Converted Click ID - The Click ID of the visit that led to the conversion. This links the conversion record back to the original click event for attribution.
Cookie - Small text files stored in a user's browser by a website or ad server. ClickFlare uses session cookies that remain active until the user closes their browser. These cookies help identify unique visitors and prevent duplicate click counting within the same browsing session.
Cost (Metric) - The total ad spend for the selected period and dimension, as tracked by ClickFlare. Cost can be pulled automatically from integrated traffic sources or passed manually via tokens or cost upload.

See also: How Cost is Tracked in ClickFlare
Cost (Log Field) - Log FieldThe cost value recorded for a specific visit in the click log, in the original currency of the traffic source.
Cost Currency (Log Field) - The currency code (e.g. USD, EUR) of the cost value recorded for the visit.
Cost Models - The pricing models available for tracking ad spend in ClickFlare: CPM (per thousand impressions), CPC (per click), CPA (per action), RevShare, and Auto (pulled automatically from a cost integration).

See also: Cost Models
CPA (Cost Per Action) - A cost model where you pay per user action (purchase, install, etc.). Also a reporting metric showing your fixed CPA value. When purchased via CPA, the eCPA equals CPA.

Displayed in the CPA column in reports
CPC (Cost Per Click) - A cost model where you define a fixed cost per ad click (per ClickFlare campaign URL fire). ClickFlare calculates total cost using the formula:

Cost = Defined CPC × Visits,

where Visits represents the number of ad clicks (ClickFlare campaign URL fires).
CPI (Cost Per Install) - A sub-category of CPA where you pay for each confirmed app install. Set up in ClickFlare using the CPA cost model.
CPL (Cost Per Lead) - A sub-category of CPA where you pay for each qualified lead. Set up in ClickFlare using the CPA cost model.
CR (Conversion Rate) - The percentage of clicks (on the landing page CTA) that resulted in a conversion. Measures offer attractiveness after click-through.

CR (%) = Conversions ÷ Clicks × 100
CTR (Click-Through Rate) - The percentage of visits (to the landing page) that resulted in a click on the CTA. Measures landing page effectiveness.

CTR (%) = Clicks ÷ Visits × 100
Custom Conversion (1–20) - Up to 20 user-defined conversion type fields. Custom conversions allow you to differentiate between multiple conversion events within a single campaign — for example, distinguishing between a lead, an upsell, and a confirmed sale

See also: Custom Conversions
Custom Conversion Number (Logs) - FieldThe number identifier (1–20) of the custom conversion type that was triggered for a specific conversion event.
Custom Metrics - User-defined calculated metrics built from existing data points in ClickFlare's reporting. Allows you to create performance indicators specific to your business model (e.g. Revenue per Unique Visit).

See also: Custom Metrics

D

Dashboard - The central overview screen in ClickFlare. Shows aggregated performance metrics, key KPI graphs, and a snapshot of your top campaigns, offers, landers, and traffic sources across all connected accounts.

See also: Navigating the Dashboard
Dedicated Domain - A top-level tracking domain automatically assigned to your ClickFlare account. Unlike a custom domain, a dedicated domain may be shared infrastructure with other users. For best results, set up your own custom domain.

See also: Custom Domains
Device Body (Model, Type, Brand, User Agent) - Shows device-level information for each visit: DeviceModel (specific model, e.g. iPhone 15), DeviceType (Desktop, Mobile, Tablet), DeviceBrand (e.g. Apple, Samsung), DeviceUserAgent (the full user agent string from the browser).
Device Browser / Browser Version - The browser used by the visitor (e.g. Chrome, Safari, Firefox) and the specific version number, as detected from the user agent.
Device OS - The operating system of the visitor's device (e.g. iOS, Android, Windows, macOS).
Direct Tracking - A tracking method that records events without redirecting the user through ClickFlare's servers. Instead, a JavaScript snippet on the landing page fires tracking events directly. Faster for the user, and useful when redirect-based tracking is blocked or not permitted by the traffic source.

See also: Implementing Direct Tracking
DNS (Domain Name System) - The hierarchical naming system that maps domain names to IP addresses. You configure DNS settings when setting up a custom tracking domain in ClickFlare (CNAME record pointing to ClickFlare's servers).

See also: Custom Domains
Dynamic Payout - The calculated revenue per conversion based on actual payouts received — as opposed to a fixed payout value. Updates dynamically as payouts are reported from the affiliate network.

Dynamic Payout = Total Revenue ($) ÷ Number of Conversions

See also: Smart Payout & Dynamic Value Formulas
Dynamic Call-Outs - A feature that displays ClickFlare tracking parameters directly on a landing page, personalised to the specific visitor. For example, you can dynamically show a user's city name, device type, or keyword in the landing page copy using ClickFlare tokens.

E

EPC (Earnings Per Click) - Revenue generated per click on the landing page CTA. A key indicator of offer profitability.

EPC ($) = Total Revenue ($) ÷ Number of Clicks
EPV (Earnings Per Visit) - Revenue generated per visit (ad click). Measures full-funnel revenue efficiency.

EPV ($) = Total Revenue ($) ÷ Number of Visits
Event - A tracked user action in ClickFlare. There are four event types: Visit, Click, Conversion, and Postback. All four types count equally toward your plan's monthly event quota.

See also: Understanding ClickFlare Events
Event Type - A log field identifying the type of event recorded: Visit, Click, Conversion, or Postback.
External ID - The unique identifier assigned by the traffic source to a visit (e.g. Google's gclid, Meta's fbclid). ClickFlare matches it to its own Click ID. Required when sending conversion data back to the traffic source via postback URL.
Event Log - A detailed log that displays all incoming raw tracking data received by ClickFlare. Each record contains the full set of parameters and metadata associated with a visit, click, or conversion — including tracking fields, ad ID, campaign data, country, ISP, device information, and other attribution details.
The Event Log is used for troubleshooting, debugging integrations, validating parameter passing, and inspecting raw traffic data before aggregation in reports.

F

Filtered Clicks - Clicks that were excluded from reporting because the originating visit matched a traffic filtering rule set up in ClickFlare (e.g. blocked IP, bot detection).

See also: Traffic Filtering
Filtered Conversions - Conversions excluded from reporting because the originating visit matched a filtering rule.
Filtered Visits - Visits excluded from reporting due to matching a traffic filtering rule.
Flow - A reusable routing component that directs traffic to different landers or offers based on defined rules (geo, device, language, custom variables, etc.) or via weighted distribution. Flows can be shared across multiple campaigns.

See also: Creating a Flow
Flow ID - The unique identifier of the Flow object that processed a specific visit. Useful for debugging routing decisions in the logs.
Flow Template - The same concept as flow (see above)
Filtering Rule - An individual rule within Traffic Filtering that defines criteria for excluding specific traffic from campaign reporting. Rules can target IPs, IP ranges, ISPs, referrers, user agents, or datacenter/bot traffic. Filtered events are still visible in the Logs section but excluded from all standard reporting views.

See also: Traffic Filtering, Filtered Visits
Fraud - Any action that artificially inflates traffic metrics — including bot clicks, click farms, and impression fraud. ClickFlare's traffic filtering and bot scoring features help detect and exclude fraudulent traffic.

G

Geographic Location - The physical location of the visitor's device as determined by their IP address. ClickFlare records Country (or Geo in logs), Region and City for each visit.
Geo-specific Payout - A feature in offer settings that allows you to define different payout values for different countries or regions. When enabled, ClickFlare records the geo-appropriate payout for each conversion, giving more accurate revenue reporting when an offer pays different rates by geography.
Grouping - The primary way to build a report in ClickFlare. Grouping allows you to view data aggregated by one or more dimensions — such as by campaign, traffic source, country, or device. You can combine up to 3 grouping levels to drill down into your data at the same time, or unlimited if you use ClickFlare public API.
Group by Report - A flexible reporting view in ClickFlare that allows you to break down data by selected dimensions (such as campaign, ad, country, device, etc.) and progressively drill deeper into specific elements.

While the initial view supports multiple grouping levels, users can continue drilling into any individual element to apply additional groupings — making the analysis depth virtually unlimited for detailed investigation.

H

HTTP / HTTPS - Protocols for communicating over the internet. HTTPS is the encrypted version. When configuring postback URLs in ClickFlare, all URLs in your funnel must use the same protocol consistently.

I

IP - The unique numerical address identifying the visitor's device on the internet. Recorded for every visit and used for geo-targeting, filtering, and fraud detection. Available as Connection >> IP in the logs.
Is Filtered - A boolean log field indicating whether a specific visit was excluded from reporting due to a matching traffic filtering rule.
ISP (Internet Service Provider) - Log FieldThe company providing internet access to the visitor. Available as Connection >> ISP in the click log. Can be used for targeting rules in flows.

K

Keyword Manager - ClickFlare tool for managing and rotating keywords in offer URLs — primarily used in search arbitrage (RSOC) campaigns to dynamically pass search keywords through the funnel.

See also: Keyword Manager

L

Landing Page / Lander - An externally hosted web page that sits between the ad and the offer in your funnel. It contains a CTA link (Click URL) that redirects the user to the offer. In ClickFlare, a lander element must be configured to track CTR and click-level data.

See also: How to Add a Lander
Lander URL - The publicly accessible URL of your landing page, entered when creating a lander element in ClickFlare. ClickFlare does not host the page — it records the URL and uses it to redirect visitors and generate Click URLs.
Landing Page Protection - A ClickFlare feature that generates an obfuscated JavaScript or PHP script to protect your landing page HTML from being scraped or copied by competitors. The script is found in Settings → Landing Page Protection and must be placed immediately after the <head> tag on the lander.

Note: the JavaScript version can still be reverse-engineered by technically advanced users; the PHP version provides stronger protection.
Language (Logs) - The browser language setting of the visitor, detected at the time of the visit (e.g. en-US, es-ES). Available as a reporting dimension and can be used as a condition in flow rules to route traffic by language.
Listicle - A predefined funnel structure inside a campaign or flow that follows the format Pre-Lander → Lander → Offer. In this setup, the second step (Lander) can rotate between multiple landers (typically based on the pre-lander setup, e.g., number of CTAs). The Offer is then shown as the final step.

This structure is fully supported within Advanced Flow, which can recreate the same funnel while providing more flexibility. As a result, the standalone Listicle type is being deprecated (See Advanced Flow).
Likely Bot - A reporting metric showing the number of visits that ClickFlare has flagged as likely non-human traffic based on behavioral signals and the Bot Score. The Bot Score indicates the likelihood of a request being automated, where 1 represents a near-certain bot and 99 represents a human user. These visits are still counted in your reports but can be filtered out for cleaner analysis.
LTV (Lifetime Value) - The sum of all revenue generated from a single customer across all conversions over time.

M

MCP Server (AI Copilot) - ClickFlare's Model Context Protocol (MCP) Server integration, which connects your ClickFlare account to AI assistants (e.g. Claude, ChatGPT). Allows you to query data, manage campaigns, and build reports using natural language prompts.

See also: ClickFlare MCP Server
Main Domain - The primary domain selected in Settings → Domains that ClickFlare uses to generate all tracking URLs, click URLs, and postback URLs. Can be set to either the Dedicated Domain or any configured Custom Domain. Changing the Main Domain affects all newly generated URLs but does not break existing campaign URLs already in use.

See also: Dedicated Domain, Tracking Domains
Manual Cost Upload - A feature in Settings → Cost Upload that allows you to import ad spend data via CSV when your traffic source does not have an automatic Cost Integration. The CSV must include campaign IDs, cost amounts in USD, and the relevant date. Cost must be greater than zero and the campaign must have had at least one visit during the specified period.

See also: Cost Integration, Cost Updates (Log Tab)

O

Offer - Any product, service, or action that an advertiser wants to promote. In ClickFlare, the offer is the final destination in the funnel — the page where conversions happen. An offer element stores the destination URL, payout type, and affiliate network association.

See also: How to Add an Offer
Offer URLConcept - The destination URL of an offer — the page where traffic is sent after clicking through the funnel. The Offer URL is configured in the offer element and typically contains dynamic tokens that pass tracking data to the affiliate network (e.g. click ID, payout, tracking fields).
Offer Static URL - An optional secondary URL configured in offer settings that provides a fixed, non-dynamic version of the offer page URL. Used when you need to pass a clean version of the offer URL as a token (via {offer_static_url}) to landing pages or back to the traffic source.

P

Path - routing entry inside a campaign or flow. Paths can be default (all traffic goes here unless a rule matches) or conditional (traffic is routed here when specific rule conditions are met).

See also: Adding a Path, Adding a Conditional Path
Path Destination - The configuration setting within a path that defines where traffic is sent. ClickFlare offers four path destination types: Landers & Offers (traffic goes through a lander before the offer), Offers Only (direct to offer, no lander), Listicle (multi-offer list page), and Advanced Flow (routes to a separate Flow Template).
Path Name - A reporting dimension that groups report data by the name of the specific path a visit was routed through. Allows you to compare performance across named paths within the same campaign or flow.
Payout Currency - The currency in which an affiliate network pays conversions. Configured in the affiliate network settings. When the payout currency differs from your account's base currency, ClickFlare applies currency conversion for unified reporting.

See also: Multicurrency Support
Pixel ID (called also Dataset ID) - The unique identifier of a pixel associated with a Conversion API integration (e.g. a Meta Pixel ID or TikTok Pixel ID). When setting up a CAPI integration in ClickFlare, the Pixel ID is required to connect ClickFlare conversions to the correct advertising account dataset.

See also: Facebook Conversion API
Proxy - A reporting dimension in ClickFlare that identifies visits originating from proxy servers or VPNs. Proxy traffic is often associated with lower-quality or fraudulent visits. Available as a Group By dimension to isolate and analyse proxy traffic separately.
Payout - The amount paid by the affiliate network or offer owner for each confirmed conversion. Payouts can be fixed (set in ClickFlare) or dynamic (passed via the postback URL from the network).

See also: How Conversion Payouts Are Tracked
Parameter Name - The label used to identify what type of data a token passes in a campaign URL or postback. The parameter name must be recognised by the receiving entity (landing page, offer, or affiliate network). For example, the parameter name cid is used to pass the {clickid} token value.

See also: ClickFlare Parameters in Postback URLs
PPC (Pay Per Click) - A cost model where advertisers pay for each click on their ad. Commonly used in search campaigns (Google Ads, Bing). In ClickFlare, set up using the CPC cost model when creating a campaign.
Private Workspace - A workspace where access is restricted to specific users — Workers, Admins, and Account Owners who have been explicitly assigned to it. Campaign elements inside a private workspace are not visible to users outside it.

See also: Public vs. Private Workspaces
Public Campaign Element - A campaign element (offer, lander, traffic source, flow, etc.) that is accessible to all users within the account, regardless of workspace assignment. Public elements are stored in the Public Workspace.
Public Workspace - The default shared workspace in a ClickFlare account, accessible to all users. Campaign elements stored here are visible to every team member. Typically used for shared resources like common traffic sources or affiliate networks.

See also: Public vs. Private Workspaces
Postback Status - A record of every postback request fired to a traffic source — showing whether it was successfully delivered or encountered an error. Visible in the postback log for debugging.
Postback Timestamp - A Conversion Registration Time option. When selected, conversions are attributed to the date and time the postback URL fired — not the time of the original visit. Useful when there is a significant delay between visit and confirmed conversion.

See also: Conversion Registration Time, Visit Timestamp
Postback (Server-to-Server / S2S Postback) - A postback is a server-to-server (S2S) conversion notification sent between platforms when a conversion occurs. It does not rely on the user’s browser and therefore does not require pixel firing or page loads, making it more reliable than client-side tracking.
A postback can occur in two directions:
- Affiliate Network → ClickFlare: The network calls ClickFlare’s Postback URL to notify it about a conversion.
- ClickFlare → Traffic Source: ClickFlare fires a postback (or sends data via Conversion API) to report a conversion back to the traffic source.
In ClickFlare, each postback represents a tracked conversion event and is counted as a paid event.
See also: Tracking Conversions Using S2S Postback, How to Submit an S2S Postback URL
Prelander - An optional page placed before the main landing page in the funnel, used to warm up visitors before the main CTA. A prelander can be used only in the Listicle type of funnel.

Funnel flow (Listecle): Ad → Prelander → Lander → Offer.
Prelander Clicks - The number of clicks on the CTA of the prelander page, moving users to the main landing page.
Prelander CTR - The click-through rate of the prelander — the percentage of prelander visitors who clicked through to the main landing page.

Prelander CTR (%) = Prelander Clicks ÷ Visits × 100
Profit - Total revenue minus total cost for the selected period and dimension.

Profit ($) = Revenue ($) − Cost ($)

Q

QPS (Queries Per Second) - The number of database operations ClickFlare can handle per second. Relevant for understanding platform capacity at high traffic volumes.

R

Real-Time Bidding (RTB) - A programmatic auction process where ad inventory is bought and sold in real time as a page loads. RTB ad exchanges are common traffic sources in ClickFlare setups.
Revenue Stream (Integration Type) - One of five integration categories in ClickFlare. Revenue Stream integrations automatically pull unconfirmed and confirmed revenue data from search feed providers (Tonic, System1, Sedo, DomainActive, Ads.com, etc.). Primarily used in search arbitrage (RSOC) setups to report intraday and finalized revenue without manual entry. Found under Integrations → Revenue Stream.
RevShare (Revenue Share) - A cost model where you pay the traffic source a percentage of the revenue you earn from conversions, rather than a fixed amount per click or impression. In ClickFlare, selecting RevShare as your cost model requires entering a Percentage Share value. Common in search arbitrage and e-commerce campaigns.

See also: Cost Models
Redirect Tracking - The standard tracking method in ClickFlare. When a user clicks an ad, they pass through ClickFlare's server (recording a Visit) before being redirected to the lander or offer. Supports 302, Meta Refresh, Double Meta Refresh, and Direct transition modes.

See also: Understanding Redirect Tracking, Transition Modes
Revenue - Total payout earned from conversions for the selected period and dimension. Revenue can come from fixed payouts, dynamic postback payouts, or revenue stream integrations (RSOC).
ROAS (Return on Ad Spend) - Revenue generated for every dollar spent on advertising.

ROAS = Revenue ($) ÷ Cost ($)
ROI (Return on Investment) - The profitability of your campaign expressed as a percentage of spend. ROI of 0% = break even. Positive = profitable. Negative = loss.

ROI (%) = (Revenue − Cost) ÷ Cost × 100
RSOC (Related Search for Content) - A monetization model used in search arbitrage where publishers earn a share of ad revenue from search feed providers (e.g. System1, Tonic, Sedo) when users click on keyword results. ClickFlare has native integrations with 13+ RSOC providers.

See also: About RSOC
Referrer Domain - The domain of the page that directed a user to your campaign URL or landing page. Available as Connection >> Referrer Domain in the click log. Useful for identifying organic traffic sources and diagnosing unexpected traffic origins.
Report - A configurable data view in ClickFlare that aggregates campaign performance metrics across your chosen dimensions and time range. Reports can be grouped, filtered, sorted, and exported. ClickFlare supports real-time reporting — data is available within seconds of each tracked event.

See also: Filtering Statistics
Retargeting - A strategy that uses data about visitors' previous actions and preferences to serve them more relevant ads. In ClickFlare, retargeting is enabled by passing visitor data (via tokens) back to traffic sources, which can then build retargeting audiences from the converted or engaged segments.
Role - A user's permission level within a ClickFlare account. ClickFlare has four roles: Account Owner, Admin, Worker, and Read-only. Each role defines what the user can view, edit, and manage.

See also: Multi-User: Outline
Role Assignment - The process of defining a user's access level by assigning them a role in ClickFlare. Role assignments can only be set and modified by the Account Owner.

See also: Account Owner Role
Rule - A set of conditions within a flow or campaign path that determines how traffic is routed. When all conditions in a rule are met, traffic is directed to the designated path. Rules are evaluated in order — traffic falls through to the next rule if conditions are not met.

S

S2S (Server-to-Server) - A method of tracking conversions where data is sent directly between servers — without requiring any browser action from the user. S2S postbacks are more reliable than pixel tracking and are the recommended conversion tracking method in ClickFlare.

See also: Tracking Conversions Using S2S Postback
Shared Reports - A feature in the Collaboration Area that allows account owners and admins to share saved reports with specific users or workspaces. Shared reports give recipients read-only access to pre-configured report views without granting broader account access.

See also: Collaboration Area, Report
Shopify Tracking - A native integration between ClickFlare and Shopify stores. Set up in Settings → Shopify Tracking, it involves adding ClickFlare's Shopify events script to your theme and configuring Shopify webhooks to post purchase events back to ClickFlare. Supports tracking of Checkout creation, Order creation (sale), Order cancellation, Refund, and Order update (upsell) events.

See also: Shopify Tracking Setup
System Activity - A log within ClickFlare that records all changes made inside the platform by any user with account access. Each entry shows what was modified, who made the change, and when it occurred.
This log is useful for team transparency, accountability, and troubleshooting unexpected configuration changes.

T

Token - A dynamic placeholder in a URL or postback string that is replaced with a real value when the URL is activated. For example, {clickid} is replaced with the actual Click ID. ClickFlare uses its own token set, and each traffic source and affiliate network has its own tokens.

See also: ClickFlare Parameters in Postback URLs
Tracking Domains - The domains used to route traffic through ClickFlare for event tracking. Tracking domains appear in campaign URLs, click URLs, and tracking pixel URLs. ClickFlare provides a dedicated domain by default, but you can also configure your own custom domain for better deliverability and brand consistency. Configured in Settings → Domains.

See also: Domains in ClickFlare, Custom Domains
Transaction ID - A unique identifier assigned to each conversion by the affiliate network or offer owner, passed back in the postback URL. ClickFlare stores the Transaction ID to prevent duplicate conversion attribution and to allow reconciliation with network reports. Configured as the "txid" token in the postback URL.
Tag (Tag Manager) - An individual deployable script, pixel, or code snippet managed within ClickFlare's Tag Manager. Each tag has a Tag Type (e.g. Custom HTML, Google Analytics), a Trigger that defines when it fires, and lives inside a Container. Tags allow you to deploy third-party tracking scripts to your landing pages without editing page code directly.

See also: Container (Tag Manager), Trigger (Tag Manager)
Traffic Filtering - A ClickFlare feature (Settings → Traffic Filtering) that lets you define rules to automatically exclude certain traffic from your reports. Rules can target specific IPs, IP ranges, ISPs, referrers, user agents, or known bot sources (Meta, Google, TikTok, Taboola crawler traffic, and general datacenter traffic). Filtered events remain visible in Logs but are not counted in reporting metrics.

See also: Filtering Rule, Filtered Visits, IP/UA Filtering
Trigger (Tag Manager) - The condition defined in ClickFlare's Tag Manager that determines when a Tag fires. For example, a trigger might fire a tag on page load, on click of a CTA, or when a specific URL is visited. Tags must have at least one trigger assigned before they can activate.

See also: Tag (Tag Manager), Container (Tag Manager)
TS Parameter - The parameter name used by the traffic source in the campaign URL to pass data. For example, Meta uses ad_id, adset_id, and campaign_id as its TS Parameters. Configured in the traffic source setup under Parameters.
TS Token (Traffic Source Token) - The dynamic macro used by a traffic source to pass its own data values into a URL. For example, Meta's token for the ad ID is {{ad.id}}. ClickFlare maps TS Tokens to its own Tracking Fields (e.g. {trackingField1}) so the values can be stored and reported.
Tracking Field 1–20 (Logs and reporting) - Up to 20 custom tracking parameter fields that capture values passed from the traffic source through the campaign URL. Correspond to custom variables configured in the traffic source (e.g. sub-ID, creative ID, placement ID, keyword).
Traffic Source (TS) - Any platform from which you buy traffic — including ad networks, ad exchanges, search engines, and social platforms (Meta, TikTok, Google Ads, Taboola, etc.). In ClickFlare, a traffic source element stores configuration for token passing, cost tracking, and CAPI integration.

See also: What Is a Traffic Source?
Traffic Source ID (Logs) - The unique identifier of the traffic source object in ClickFlare associated with a specific visit.
Transition Modes - The method ClickFlare uses to redirect visitors during redirect tracking. Options: 302 Redirect (fastest, most compatible), Meta Refresh, Double Meta Refresh (DMR) (hides referrer), and Direct (no redirect, like direct tracking). Choice affects referrer passing and redirect speed.

See also: ClickFlare Transition Modes
TTL (Time-To-Live) - The minimum time for DNS changes to propagate across the internet. When setting up a custom domain CNAME, use the lowest TTL value available for faster propagation.
Two-Factor Authentication (2FA) - An additional account security layer that requires a time-based one-time code (from an authenticator app) in addition to your password when signing in to ClickFlare.

U

Unique Clicks - A click from a visitor who does not have an active ClickFlare session cookie. ClickFlare uses session cookies that remain valid until the user closes their browser. Any additional clicks during the same browser session are not counted as unique.
Unique Visit - A visit from a user who does not have an active ClickFlare session cookie. Since the cookie lasts only for the duration of the browser session, any subsequent visits within the same session are not considered unique. Once the browser is closed, a new visit will be counted as unique.
Unreplaced Keyword - A reporting dimension in ClickFlare that shows statistics grouped by the original keyword template before dynamic macros are replaced. For example, a keyword like best hotels in {city} will appear in this report before {city} is replaced with the actual value (e.g., London, Paris).

ClickFlare also records the replaced keyword values (such as the specific city or language), allowing performance analysis at both levels: the overall keyword template and the individual replaced variations. This helps compare how the dynamic keyword performs overall versus how each specific replacement performs.
See also: Keyword Manager, RSOC
User Agent - A string sent by the visitor's browser identifying the browser, operating system, and device. Available as Device >> User Agent in the click log. Used for device targeting and bot detection.

V

vCVR (Visit Conversion Rate) - Identical to CV — the percentage of visits that resulted in a conversion. Measures overall funnel efficiency from ad click to conversion.

vCVR (%) = Conversions ÷ Visits × 100
Visit - A Visit is recorded when a user clicks your ad and their request passes through the ClickFlare campaign URL. This is the first event in the funnel and triggers assignment of a Click ID. Visits are a paid event in ClickFlare.

See also: Understanding ClickFlare Events
Visit ID - A unique identifier assigned to a single visit (session) in ClickFlare. One Visit ID can contain multiple Click IDs generated during that session.
For example, in a redirect campaign, if a user clicks an ad and moves through multiple steps (lander → another lander → offer), each click generates a new Click ID, but all clicks share the same Visit ID as long as they occur within the same session.

If the same user opens the campaign URL again later, a new Visit ID is generated (new session), even though it may still be the same user.

In direct tracking campaigns, no new Visit ID is created when the page is simply refreshed — unlike redirect campaigns, where each redirect action generates a new click event.
Visit Time - The timestamp when the visit was recorded — i.e. when the user clicked the ad and passed through the campaign URL.
Variable (Tag Manager) - A reusable, named value used in ClickFlare's Tag Manager to pass dynamic data into tags and triggers. Variables can capture values like click IDs, page URLs, or custom data layer values, and reference them across multiple tags without repeating logic.

See also: Tag (Tag Manager), Container (Tag Manager)
Visible Domain After Redirect - A setting in Settings → Domains that controls which domain appears in the visitor's browser address bar after a Double Meta Refresh redirect. Recommended to set to a custom domain rather than the dedicated shared domain, to improve trust and reduce ad platform flags.

See also: Transition Modes, Tracking Domains
Visible Page on Invalid Visit - A setting in Settings → Domains that defines what visitors see when they access a tracking domain URL that has no valid campaign ID. By default, ClickFlare shows a 404 page. You can alternatively redirect to a target URL — useful when traffic sources or affiliate networks periodically crawl your tracking domains.
Visit Timestamp - A Conversion Registration Time option. When selected, conversions are attributed to the date and time of the original visit — not when the postback fires. A conversion confirmed days later will appear in reports for the day the visitor first arrived.

See also: Conversion Registration Time, Postback Timestamp
Voluum Importer - A migration tool in Settings → Voluum Importer that allows users switching from the Voluum tracking platform to import their existing campaigns, flows, landers, offers, affiliate networks, and traffic sources into ClickFlare. Requires a Voluum Access ID and Access Key.

Note: historical statistics are not imported — only campaign structure.
Visitor ID - A persistent identifier stored in a cookie that represents the same browser/device across multiple sessions.
Unlike Visit ID (which resets per session), the Visitor ID remains the same when the same user returns and starts new visits.

For example, if a user opens a campaign twice in separate sessions:
- Multiple Click IDs are generated (per click)
- Two separate Visit IDs are created (per session)
- The Visitor ID remains the same (same user/browser)
Visitor ID is used for unique visitor counting and identifying returning users.

W

Webhook - A method of sending real-time event data from ClickFlare to an external platform (CRM, Zapier, Make, etc.) when a specific event occurs — such as a conversion or a custom event. ClickFlare supports custom webhook integrations.

See also: Custom Webhook Integration
Worker - A user role that can create and edit campaign elements and access reports — but only within the workspaces they have been assigned to. Workers cannot access settings, billing, or other workspaces.

See also: Worker Role
Workspace - An isolated environment within a ClickFlare account used to organize campaigns and control user access. Workspaces can be Public (accessible to all users) or Private (accessible only to assigned users). Ideal for agencies managing multiple clients.

See also: ClickFlare Workspaces: Outline
Workspace Assignment - The process of determining which workspaces a specific user has access to. Only the Account Owner and Admins can assign users to workspaces. Workers can only see and interact with the workspaces they have been assigned to.

See also: ClickFlare Workspaces: Outline

FREQUENTLY ASKED QUESTIONS

Got questions? Find the answers below:

Q1: What's the difference between a Visit and a Click in ClickFlare?

A1: A Visit is recorded when a user clicks your ad and passes through the Campaign URL — this is the entry point into your funnel. A Click is recorded when that same user clicks a CTA on your landing page and moves toward the offer. If you direct-link (no lander), only Visits are recorded — no Clicks.

Q2: What events count toward my monthly quota?

A2: Visits, Clicks, Conversions, and Postbacks all count equally toward your plan's quota. Impressions do not count. See Understanding ClickFlare Events for the full breakdown including overage pricing.

Q3: What's the difference between CR and vCVR?

A3: CR measures conversions as a percentage of clicks (CTA clicks on lander). vCVR measures conversions as a percentage of visits (ad clicks). CR tells you how good your offer is. vCVR tells you how efficient your entire funnel is.

Q4: What's the difference between EPC and EPV?

A4: EPC is revenue per landing page click. EPV is revenue per visit (per ad click). EPV is the more comprehensive funnel efficiency metric since it accounts for landing page drop-off.

Q5: Where do I find a term that isn't in this glossary?

A5: Contact ClickFlare support via the chat icon in the bottom left of your account. We update this glossary regularly — missing terms are added within a few business days.

Related Resources:

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