What is Postback URL Tracking in Affiliate Marketing

Postback in affiliate marketing is a crucial feature that is usually used by affiliate marketers. This tracking software provides numerous benefits while running ad marketing campaigns.

In this article, we suggest you discover the meaning of postback in affiliate marketing as well as how it works and what advantages it brings to webmasters.

What is Postback?

Postback is also known as callbacks, server-to-server (s2s) or cookie-less conversion tracking. It is a method of tracking and reporting conversions or actions that occur as a result of a user’s interaction with an affiliate link or advertisement.

Postbacks facilitate direct communication between servers, eliminating the need for users’ involvement or the use of cookies on a visitor’s computer. When triggered by a source platform like an affiliate network or tracker, these links swiftly transmit information to the target platform, such as a tracker or traffic source.

Here is an example how a postback URL can look like:

https://domain.com/postback?cid={s2}&payout={payout}

Explanation:

• domain.com: This is your tracking domain, which can be either a cloud-based or self-hosted tracker;
  
  
• ?: The question mark separates the main part of the link from the tracking parameters;
  
  
• &: This sign separates the tracking parameters from each other;
  
  
• cid and payout: These are tracking parameters that pass values. The specific names of these parameters may differ depending on the target platform, which in this case is a tracker;
  
  
• {s2} and {payout}: These are tokens that act as placeholders and will be replaced with actual values when the link is activated. The names of these tokens may vary based on the source platform, which in this case is an affiliate network platform.

To create a postback URL, you would replace the values in the example URL with the appropriate parameters and tokens specific to your tracking and source platforms. This allows for the seamless transfer of data between platforms for accurate tracking and attribution.

Why is Postback Important in Affiliate Marketing?

With the help of affiliate tracking software the following features are realized:

• automatic data saving;
• check if fields are filled in correctly;
• updating dynamic elements on the page.

By leveraging postback, users benefit from simplified interactions. They no longer need to endure the waiting time associated with page loads after each action. Instead, they can enjoy fast and seamless operation, meeting their expectations for swift and efficient application performance.

Also, you can ask a question: Am I actually making money using postback?

When working with CPA (Cost Per Action) networks, it is recommended to use traffic source postback URL. By employing these tracking systems, advertisers can accurately calculate the number of actions taken by visitors and inform the traffic source platform accordingly. Additionally, some traffic source providers use AI-powered algorithms to optimize bidding strategies based on the advertiser’s success rate, further enhancing campaign performance.

If you are looking for AI- features, read our article “10 Best AI Tools for Affiliate Marketing”.

How Does Postback Tracking Work?

Let’s break down how postback URL tracking works in affiliate marketing:

1. A user interacts with an ad on a traffic source by clicking on it;
   
   
2. The affiliate network conveys specific click information to the tracker;
   
   
3. The user is redirected to the landing page through the tracker by clicking the ad;
   
   
4. The tracker transmits information to the affiliate network, specifying each redirect to the offer;
   
   
5. The user successfully completes the desired action;
   
   
6. The CPA network triggers the Postback URL, sending the conversion data back to the tracker for further tracking by the affiliate marketer;
   
   
7. The tracker program automatically initiates the Postback URL of the traffic source.

So, postback URLs facilitate the tracking and attribution of conversions in affiliate marketing. It involves the transmission of information, recording of clicks, and the firing of postbacks to ensure accurate conversion tracking and proper crediting of affiliates.

Benefits of Postback URL Tracking in Affiliate Marketing Campaigns

We recommend to use postback URLs in affiliate marketing for several reasons:

Improved Tracking Accuracy

Traditional tracking methods like cookie-based tracking often lack precision and reliability. Postbacks provide real-time notifications from the affiliate network to the tracking platform regarding conversions and significant events. This rapid data transfer ensures precise tracking without any room for inaccuracies.

Fraud Prevention

Postback serves as a powerful tool to prevent fraud. It allows affiliates to promptly detect and address suspicious behavior, enabling them to stay ahead of scammers. Whether it involves blacklisting fraudulent affiliates, blocking suspicious IP addresses, or implementing stringent validation checks, postbacks provide the flexibility to safeguard the integrity of the affiliate marketing campaigns.

Improved ROI

Through postback tracking, you gain the ability to monitor your traffic sources and identify those that result in actual sales or leads. Knowing this information, you can make informed decisions and allocate your budgets more effectively. By increasing investment in the most productive sources and reducing spending on underperforming ones, you adopt a targeted approach that eliminates wasteful expenditure on non-converting traffic. As a result, you can achieve a higher ROI, maximizing the returns from your marketing efforts.

How to Set Up Affiliate Postbacks?

Now, let’s move on to the most important part of the article: how to create a postback URL? Here are 7 key steps:

1. Establish Information Transfer: Before setting up the postback URL, ensure smooth communication between the network and tracker. This involves configuring data transfer using macros to facilitate the exchange of essential information;
   
   
2. Obtain the Offer URL and Postback URL: Start with the basics by obtaining the Offer URL, which directs users to the offer, and the Postback URL provided by the network for tracking conversions;
   
   
3. Configure the Tracker: Add the network to your tracker and customize the template if you’re working with a new network. Insert the provided Postback URL into the appropriate section;
   
   
4. Create New Campaign: Define your campaign parameters, including the traffic source. Copy the Offer URL from the affiliate network and paste it into the designated field in your tracker;
   
   
5. Define Macros: Set macros manually or utilize built-in tools to insert values like conversion IDs and payout amounts. Macros provide specificity to the postback data, making it meaningful for optimization purposes;
   
   
6. Generate the Destination URL: After configuring the tracker, the system will automatically generate the Destination URL, which combines the Offer URL and Postback URL. This link is crucial for accurate tracking and attribution;
   
   
7. Integrate with the Network: Finally, insert the Destination URL into the network’s settings or campaign dashboard. This completes the setup process, enabling the network to seamlessly receive conversion data from the tracker.

Note: The specific technical details of the setup may vary based on the affiliate network you collaborate with and the tracker you use.

Veranika Minina

Veranika Minina is a fan of affiliate marketing. Veranika's articles are carefully crafted to simplify complex concepts, making them accessible to beginners while also offering fresh perspectives about CPA-networks for experienced marketers. Whether you're a beginner or a seasoned marketer, Veranika's writings are sure to inspire, educate, and motivate, guiding you towards a profitable affiliate marketing journey.