> ## Documentation Index
> Fetch the complete documentation index at: https://clickflare.com/docs/llms.txt
> Use this file to discover all available pages before exploring further.

# Key Concepts & Terminology

> Understand the core terms used in ClickFlare tracking and reporting

## 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