What is Postbacks?
Server-to-server notifications that report conversion events and attribution data between advertising platforms and tracking systems.
Postbacks are server-to-server HTTP requests that automatically transmit conversion events and attribution data from one platform to another. When a user completes a desired action (app install, purchase, registration), the attribution platform sends a postback notification to the advertising network or partner, confirming the conversion and providing relevant data like click ID, conversion value, and timestamp.
Why It Matters
Postbacks enable accurate conversion tracking and attribution in mobile advertising campaigns. They provide real-time feedback to advertising platforms for optimization algorithms, ensure proper billing and payout calculations, and enable automated bid adjustments based on actual performance data. Without postbacks, advertisers would lack visibility into campaign effectiveness.
How to Calculate
Postback performance is measured through Delivery Rate = (Delivered Postbacks ÷ Total Conversions) × 100%, Response Time = Average time between conversion and postback delivery, and Accuracy Rate = (Accurate attributions ÷ Total postbacks) × 100%.
Industry Benchmarks
| Category | Average | Good Performance |
|---|---|---|
| Delivery Rate | 95-99% | 98%+ |
| Response Time | 1-5 minutes | <2 minutes |
| Data Accuracy | 90-95% | 95%+ |
Best Practices
Implement secure postback URLs with proper authentication. Set up retry mechanisms for failed postback deliveries. Include relevant conversion data (value, currency, event type) in postback parameters. Monitor postback delivery rates and investigate discrepancies. Use encryption and signature verification for sensitive data.
Examples
When a user installs an app after clicking an ad, the attribution platform (Adjust, AppsFlyer) sends a postback to the ad network (Facebook, Google) with install confirmation and user data. E-commerce apps send purchase postbacks with transaction values to optimize for ROAS bidding.
Notes
Postbacks are critical for real-time campaign optimization and accurate performance measurement. They require proper technical setup and ongoing monitoring to ensure data integrity. Privacy regulations may affect what data can be included in postback transmissions.