Webhook

A webhook is a mechanism where one system sends an HTTP request to a predefined URL on another system whenever a specific event occurs. Unlike traditional API integrations where the receiving system must repeatedly poll for updates, webhooks push data in real time as events happen. In affiliate marketing, webhooks are used to transmit conversion events, commission updates, status changes, and other time-sensitive information between operators, tracking platforms, and affiliate systems.

The relationship between webhooks and postbacks is close -- in affiliate tracking, a postback is essentially a specialized type of webhook designed to communicate conversion events. However, webhooks in the broader sense cover a wider range of event types. An operator might configure webhooks to notify the affiliate platform when a customer's KYC status changes, when a chargeback is filed, when a commission is approved or reversed, or when an affiliate's account status is updated. This real-time data flow enables faster decision-making and more responsive program management.

Reliability is a key concern with webhook implementations. If the receiving server is down or returns an error, the event data can be lost unless the sending system implements retry logic, queuing, or dead-letter handling. Production-grade webhook systems typically include delivery confirmation, automatic retries with exponential backoff, and logging for troubleshooting. For affiliate programs, webhook reliability directly impacts data accuracy -- a missed webhook can mean an untracked conversion, a delayed commission update, or a compliance event that goes unnoticed.