Postback — is an automatic notification that one server sends to another when a user completes the required action (for example, submits an application, purchases a product, or makes a deposit).
Unlike pixels or cookie files, postback works directly at the server level. This makes it a more reliable tracking method: data is not lost due to ad blockers, browser restrictions, or failures on the user's device.
Postback in traffic arbitrage
In traffic arbitrage, postback — is a key tool for analytics and conversion tracking. Without it, it is impossible to understand which specific ad or platform generated profit and which ones operated at a loss.
How the data transmission chain works
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Click and Click ID assignment. The user clicks the ad. The tracker assigns a unique number (Click ID) to the click and immediately passes it in the redirect link to the affiliate network's website.
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Target action. The user completes a conversion (submits an application, registers, or makes a deposit). The affiliate network records the action and links it to this Click ID.
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Postback firing. The affiliate network's server instantly sends a return signal to the tracker or ad network, passing the Click ID, action status, and payout amount.
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Display in statistics. The tracker finds the click with the same ID and records the conversion under the appropriate campaign and ad.
What can be passed through a postback
Conversion status: confirmed (Lead/Approval), pending review (Hold), rejected (Reject/Trash).
Financial data: payout amount, currency, deposit amount.
Additional parameters: transaction ID, offer type, GEO, and custom tags.
Important: For the postback to work correctly, it is critical to properly configure the transmission of the unique identifier (click_id) in the link from the tracker to the affiliate network and back. If an error is made in even one parameter or macro in this setup, the tracker will not be able to match the click with the conversion: the money will be credited to the affiliate network balance, but the conversion will not appear in the tracker and Ads Manager statistics, which will break campaign optimization.
