What is a Fully-Loaded Click and how is it different from a regular click?

As part of the real-time data capture for Attribution, C3 captures every click via a JavaScript tag on a landing page and differentiates the source of every click based on parameters within the query string.  The methodology is 100% independent of the source - every click is counted, regardless of the source.  

Click count discrepancies are expected when comparing C3 reports to reports from the click source as C3 only reports on clicks once a user lands on a page and the page fully loads, known as a 'Fully-Loaded Click' (FLC) while Vendors utilize a redirect and count a click the moment a user clicks on the ad.

C3 typically sees a 20% click discrepancy between vendor reports and C3's FLC report.  

Important to note that the discrepancy will change based on the source and the compensation of the vendor.  For example, Affiliates which are only paid when a consumer makes a conversion has a very low discrepency, while Display CPC ads (where the vendor is paid simply to drive clicks) have a much larger discrepency.