Server-to-server postbacks: when to use them

A postback is a conversion reported from the advertiser's server to the platform, instead of from a tag in the visitor's browser. It is one of the three ways to connect tracking, next to store plugins and the one-line tag.

Why use a postback

• No browser needed. Ad blockers, closed tabs and blocked scripts don't lose the conversion.
• Conversions that happen later. A sign-up approved the next day, or a sale confirmed by a call centre, can still be reported.
• Trackers. Third-party trackers such as Voluum, RedTrack, Binom and Keitaro report conversions by postback; the Tracker Connect plugin connects them.

How it works

1. The platform adds a click ID to the landing page link automatically.
2. The advertiser's system stores the click ID with the visitor.
3. When the conversion happens, the system calls the postback URL with that click ID, and optionally the value.
4. The platform matches it to the click, counts it once and credits the campaign and placement.

Setting it up

1. Copy the postback URL from the conversion setup page.
2. Make sure the landing page keeps the click ID through every redirect.
3. Send a test conversion and check it's matched.
4. Watch the conversion health check for the first days.

See the Tracking & Attribution page.

Related: Third-party tracker integrations · Tracking macros