# Event Types Explained

*Event Types* specify which events you want to track within your program, such as an online conversion or lead. *Event Types* are typically configured by impact.com for you and don't require much — if any — modification after they're set up. This article offers insight into the different event types available and the available tracking methods for the most common event type.

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**Note:** If you're looking for documentation on how to implement a tracking integration, visit the [Integrations Portal](https://integrations.impact.com).
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#### How event types work

* When your impact.com account is created, *Event Types* are created, each with a unique ID value (known as an `EventTypeId` or `ActionTrackerId`).
* Your account's *Event Type* determines what you want to track (e.g., online sales/CPA, leads, etc.), how conversions will be tracked & reported (e.g., via JavaScript, API, etc.), and how action modifications/reversals are reported.
* Depending on the complexity of your program, *Event Types* support a range of advanced features to augment your program's tracking capabilities.

#### Event types overview

There are several different event types available, with *Online Conversion* as the most common.

| Event Type         | Description                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 |
| ------------------ | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- |
| Online Conversion  | <p>Covers all types of online conversion events, such as <em>Online Sale</em>, <em>Online Lead</em>, <em>Online Download</em>, <em>Online Page View</em>, <em>Referrals</em>, <em>App Download/Install</em>, and more.<br></p><p><strong>Online Event Types</strong><br></p><ul><li><strong>Online lead</strong> — Used to track the Customer ID and email of a potential customer converting to a paying customer.</li><li><strong>Online sale</strong> — A conversion event that records the data of a sale.</li><li><strong>Online download</strong> — The customer downloading an asset will result in a conversion.</li><li><strong>Online page visit</strong> — When a defined webpage is loaded, the event can be triggered, and customer data is collected for that conversion event.</li><li><strong>Partner referral</strong> — When existing partners are compensated for referring other partners that successfully sign up or drive conversions.</li><li><strong>App install</strong> — When a customer successfully installs a brand’s defined app and the conversion completion information is sent to impact.com.</li></ul> |
| Call Tracking      | Specific to call-tracking programs that typically involve a conversion that occurs over the phone, such as a sale, lead, or other events.                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                   |
| Data Post Event    | An advanced option that enables you to track and compensate for valid data submissions to your system. This can be used to interface with posting partners such as co-registration sites and other Partners that capture data on their properties and subsequently post it to you.                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          |
| Offline Conversion | An advanced option that covers all types of offline conversion events, such as sales, leads, and others that don't occur either online or over the phone.                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                   |
| CPC Tracking       | An advanced feature for click-tracking programs. A program on impact.com can only have one CPC tracker at a time.                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                           |
| Creator Post       | When a creator is compensated after completing a scope of work as part of a campaign in which they are participating. Learn more about [creator campaigns](https://help.impact.com/brand/what-would-you-like-to-learn-about/creator-program/creator-campaigns-for-brands/creator-campaign-manager-explained).                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               |
| Placement          | When a partner is compensated after completing a performance campaign's scope of work. Learn more about [performance campaigns](https://help.impact.com/brand/what-would-you-like-to-learn-about/performance-program/beta-performance-campaigns/performance-campaign-manager-explained).                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    |
| Gift               | Specific to the creator program and involves a creator receiving a gift as a form of compensation. Learn how to [configure Shopify gifting](https://help.impact.com/brand/what-would-you-like-to-learn-about/creator-program/creator-campaigns-for-brands/configure-product-gifting-for-your-creator-campaign).                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                             |

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**Warning:** In general, don't make any modifications to your event types unless directed to do so, as you could potentially disrupt your program's tracking capabilities.
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