What is a Click?

A click is a user tap on an ad link or clickable creative. In performance marketing, the click is funnel entry: the tracker redirect fires, a unique click ID (clickid) is stored, and conversion attribution begins. Sub IDs (sub1–subN) are extra labels on the same click (creative, placement)—not the same as click ID.

Click types

• Ad click — in Meta/Google/TikTok accounts.
• Tracker click — after tracker campaign URL (may be lower due to loss, bots, ITP).
• Unique click — deduped by IP/cookie/fingerprint in the tracker.

Click metrics

CPC, EPC, click-based CR. Tracker cost model CPC/CPM drives spend import. Sub_id on the click links postbacks to campaign, creative, GEO.

Invalid clicks

Platforms filter invalid traffic; trackers may drop bots via JS/filters. Ad clicks vs tracker clicks often differ; large gaps need URL, redirect, and SSL checks.

See also: click ID, CPC, conversion, tracker.