Postback
A postback is a server-to-server HTTP callback used to confirm that a conversion event -- such as a registration, FTD, or purchase -- has occurred. Postbacks are more reliable than browser-based tracking because they are not affected by ad blockers, cookie restrictions, or client-side failures.
What it means in practice
A postback is a server-to-server (S2S) notification sent from the advertiser's or operator's server to the tracking platform when a conversion event takes place. Unlike pixel-based tracking, which relies on a snippet of code firing in the user's browser, a postback is triggered entirely on the server side. This makes it independent of browser behavior, ad blockers, and cookie duration limitations.
The typical postback flow works as follows: a user clicks an affiliate link, which passes a unique click ID to the operator's site. When the user completes a qualifying action -- such as a first-time deposit (FTD) or registration -- within the attribution window, the operator's server sends an HTTP request back to the tracking platform, including the click ID and conversion details. The tracking platform then attributes the conversion to the correct affiliate.
Postbacks are the industry standard for high-accuracy affiliate attribution. They reduce discrepancies between what affiliates report and what operators record, because both sides rely on the same server-side event. However, proper implementation requires coordination between the operator's tech team and the tracking platform to ensure click IDs are captured, stored, and passed back correctly.
How Postback works across industries
See how postback is applied in the verticals Track360 supports, from qualification logic and payout structure to the operational context behind each model.
How Track360 handles this
Track360 supports server-to-server postback integrations with configurable event types, automatic click ID management, and real-time conversion logging. Operators can monitor postback delivery status and troubleshoot failures directly from the reporting dashboard.
Frequently Asked Questions
Common questions about postback, how it works in affiliate programs, and where it shows up across Track360's supported verticals.
A tracking pixel fires in the user's browser when a conversion page loads. A postback is sent directly from the operator's server to the tracking platform. Postbacks are more reliable because they are not affected by ad blockers, browser privacy settings, or cookie restrictions that can prevent pixels from firing.
Related Terms
FTD (First Time Deposit)
FTD is the first successful deposit made by a newly referred user. In iGaming and some broker programs, it is one of the most common qualification events used for CPA payouts and partner reporting.
CPA (Cost Per Acquisition)
CPA is a commission model where an affiliate earns a fixed payment for each qualifying action, such as a deposit, registration, or purchase, that a referred user completes.
Cookie Duration
Cookie duration is the length of time a browser cookie remains active after a user clicks an affiliate link. If the user converts within this window, the affiliate receives credit for the referral. Typical durations range from 30 to 90 days depending on the vertical and program.
Attribution Window
The defined time period after a user clicks an affiliate link during which any qualifying conversion is credited to the referring affiliate.
Affiliate Link
An affiliate link is a unique tracked URL assigned to an affiliate that attributes clicks, conversions, and commissions to the correct partner.
Continue Learning
Free structured courses that cover this topic and more.
Affiliate Tracking & Attribution Models
From cookies to server-to-server postbacks, first-click to multi-touch models. How affiliate tracking works, which attribution model fits your program, and how to set it up correctly.
How to Migrate an Affiliate Program Without Breaking Attribution
A practical migration plan for operators moving from an existing affiliate or IB system. Map your stack, protect attribution, preserve payout logic, and move to a new setup without creating reporting chaos.
Related Articles
Further reading on postback and related affiliate program topics.
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