# How tracking works

##### Summary

This guide explains how click tracking and postback tracking work in DAO.AD. You will learn how to track conversions, pass click identifiers, and configure postbacks with or without a third-party tracking platform.

##### What is Tracking?

Tracking allows advertisers to identify which **clicks, sources, campaigns**, and **creatives** generate conversions.

Without tracking, DAO.AD can only report clicks and impressions. With tracking configured, advertisers can measure **leads, sales, ROI**, and optimize traffic sources.

##### What is a Postback?

**A postback is a server-to-server notification sent after a conversion occurs.**

When a user completes a target action (registration, purchase, lead, install, etc.), the advertiser's system or affiliate network sends a conversion notification containing the original click identifier.

This allows DAO.AD to match the conversion with the original click.

##### How click tracking works

**Step 1**  
User clicks a DAO.AD advertisement.

**Step 2**  
DAO.AD generates a unique click identifier: `{click_id}`

**Step 3**  
DAO.AD sends the user to the destination URL while passing the click identifier.  
Example:  
`https://tracker.com/?clickid={click_id}`

**Step 4**  
The click identifier is stored by the tracking system or CPA network.

**Step 5**  
When the conversion happens, the stored click identifier is sent back through a postback URL.


##### Why postbacks are important

Postbacks allow DAO.AD to:

- track conversions and sales;
- calculate ROI and [CPL](https://wiki.dao.ad/books/terms-a-c/page/cpl "CPL") metrics;
- optimize traffic sources;
- support automatic blacklisting rules;
- support micro-bidding by source or sub-source;
- provide accurate campaign statistics.

Without a postback, DAO.AD can track clicks and impressions only.


##### Related

- [Tracking Configuration Models](https://wiki.dao.ad/books/tracking-postback/page/tracking-configuration-models "Tracking Configuration Models")
- [Tracking Parameters](https://wiki.dao.ad/books/tracking-postback/page/tracking-parameters "Tracking Parameters")
- [Postback Parameters](https://wiki.dao.ad/books/tracking-postback/page/postback-parameters "Postback Parameters")
- [Blacklist and Whitelist Targeting](https://wiki.dao.ad/books/optimization-reporting/page/blacklist-and-whitelist-targeting "Blacklist and Whitelist Targeting")
- [Micro-bidding Tool](https://wiki.dao.ad/books/optimization-reporting/page/micro-bidding-tool "Micro-bidding Tool")