postclick

Postclick is a term used in digital advertising and marketing analytics to describe actions that occur after a user has clicked on an advertisement. It focuses on conversions and other outcomes that happen following the click, as part of attribution analysis that seeks to assign credit for a conversion to the initiating click or to the broader sequence of interactions.

In practice, post-click attribution involves tracking data from ad platforms, on-site analytics, and customer relationship systems to determine how much the click contributed to a conversion. Analysts may apply various attribution models, such as last-click, first-click, linear, or data-driven approaches, to distribute credit across touchpoints along the post-click path. Cross-device and cross-channel tracking are common challenges, as users may interact with multiple devices or channels before converting.

Post-click metrics inform optimization efforts in bidding strategies, creative testing, landing-page design, and budget allocation. They are often examined alongside pre-click indicators and view-through or impression-based metrics to form a more complete picture of campaign effectiveness. However, accuracy can be affected by privacy restrictions, cookie limitations, ad blockers, and data fragmentation, which complicate the reconstruction of user journeys.

While the core concept pertains to attribution after a click, the term may also appear as a brand or product name in some contexts. Regardless of usage, post-click analysis is a component of broader attribution and conversion-tracking practices in modern digital marketing. See also attribution modeling, conversion tracking, and cross-channel measurement.