Understanding Clicks vs Conversions

The difference between the two offers is that one requires the visitor to open up his email and confirm the email submit or registration and the other only requires them to fill in their info and hit submit.

That's separate from someone clicking on a ppc ad and going to the offer.

From what it sounds like you have people clicking on your ads but not filling in the offer once they get there.

A click is when someone clicks on your ad to get to your landing page. That's when you'll be charged. The name is PPC - pay per click - meaning you pay for every click on your ads, no matter what happens next.

A conversion is whatever action you want the visitor to take once they get on your page. It may be signing up for a newsletter, downloading something or an actual sale made online. It could even be if you wanted going to your contact page or any other page for that matter.

You need to place the conversion tracking code on the page that confirms what you want to track. So if it's a sale, you place the code only on the page one reaches after they paid, typically a "thank you" page. Sounds like you are gathering emails or have some sort of subscription and confirming the process by sending an email to confirm by going to a certain page. That's the page where you should put the code.