All your marketing campaigns are powered by links – they’re what we use to track your website visitor journeys and measure the performance of your marketing channels and campaign success.

Types of link clicks

In the app, we show you what we calculate to be the number of clicks your website, campaigns, channels and links have generated, depending on what screen you’re on, based upon the best information we have in the system.

The calculated figure is produced as a break-down of 3 metrics; natural clicks, reported clicks and estimated clicks.

This was a PPC campaign in which every link was used in a paid ad – which explains the ‘0 natural’ links.

Natural clicks

These are “unpaid” clicks that you get from your normal social posts, email campaigns, and general digital marketing activities which do not have any budget or PPC spend attached to them.

Reported clicks

This is the number denoting how many times a particular ad platform reports a Beacon link (i.e. bcn.to/xyz) was clicked. This number is produced by the ad platform and imported into Beacon, along with other ad data such as impressions and spend. Only links that are used on ad platforms will have reported clicks, such links are referred to as “ad links”, all other links are referred to as “natural links”.

Estimated clicks

When time has elapsed subsequent to the latest import of your ad data, we estimate how many additional clicks we expect you to have received since, based on the number of visitors you have received to your ad links. Once you import your spend data, this estimated data will be replaced by the correct data.

What does estimated spend mean?

When time has elapsed subsequent to the latest import of your ad data, besides estimating how many additional clicks we expect you to have received since, we also estimate how many additional budget has been spent with the ad network. Once you import your spend data, this estimated data will be replaced by the correct data, clicks and spend.


If you still have any questions regarding the different types of links, please contact support.