What is Post Back?
A postback (also called server-to-server tracking) is a method used by ad networks to track conversions, such as sales or app installs. Instead of relying on browser cookies, the advertiser’s server sends conversion data directly to the ad network’s server using a secure URL with tracking parameters. This is more accurate and secure than client-side methods, especially on mobile or when ad blockers are involved.
Postbacks are critical for performance marketing, affiliate programs, and mobile app campaigns. They allow the network to attribute the correct click or source to the conversion, enabling proper payout to publishers. Networks often provide a unique postback URL to advertisers, and correct integration ensures accurate reporting and optimization.
