Tech & Tracking
Postback
A server-to-server call fired on conversion, passing the click ID back to the tracker.
A postback is a server-to-server call fired the moment a conversion happens, passing the click ID (and often payout and status) back to your tracker so it can attribute the event to the correct click. Because it runs server-side rather than through a browser pixel, it survives cookie loss, ad blockers and iOS restrictions, making it the most reliable attribution method in affiliate tracking.
Setup means dropping your tracker's postback URL into the affiliate network or advertiser panel with the right macros, then firing a test conversion to confirm it lands. Typical failures: the network sends a click ID your tracker doesn't recognize, macros are mismatched, or deposits and registrations share one postback with no status flag. Get the postback wrong and your reports lie, so verify it before spending a cent.
In buyer speech
“The network updated their panel — regrab their postback URL and re-test, half our FTDs aren't showing in the tracker.”