Postback

What is Postback?

A postback is a server-to-server communication method that automatically transmits user activity data between ad networks, mobile measurement partners (MMPs), and advertisers in real-time. Postbacks enable attribution systems to notify relevant parties when users complete specific actions like app installs, in-app purchases, or other conversion events, ensuring accurate campaign measurement and optimization.

How it works

Postbacks operate through automated server-to-server data transmission triggered by user actions. When a user interacts with an ad and subsequently performs a tracked action, the attribution system sends a postback containing relevant event data to the appropriate advertising platform.

Install Postback Process

1. User views and clicks on an ad from an advertising platform
2. User installs the promoted app from the app store
3. Upon first app launch, the MMP detects the install and attributes it to the winning media source
4. The MMP sends an install postback to the attributed ad network, confirming the successful conversion

In-App Event Postback Process

1. User completes a post-install action (purchase, registration, level completion)
2. The app's SDK captures the event data and sends it to the MMP
3. The MMP processes the event and determines which media source should receive credit
4. An in-app event postback is sent to the attributed platform with conversion details

Apple SKAdNetwork Postbacks

SKAdNetwork postbacks differ significantly due to Apple's privacy-focused approach. Instead of real-time transmission, SKAN sends delayed per-install postbacks with privacy-limited data (subject to crowd anonymity thresholds) to the ad network's registered postback URL that includes conversion values but limits granular user information.

Why it matters

Postbacks are fundamental to mobile marketing attribution, enabling advertisers to measure campaign effectiveness and optimize spending in real-time. Without postbacks, advertisers cannot accurately determine which campaigns drive valuable users or calculate return on ad spend (ROAS). Proper postback implementation enables faster campaign optimization and more efficient budget allocation by providing real-time conversion data to ad networks and analytics platforms. Postbacks also enable automated bid adjustments, budget reallocation, and audience optimization based on actual conversion performance rather than proxy metrics like clicks or impressions.

How to Set Up Postbacks

Setting up postbacks requires coordination between your attribution provider and advertising platforms to ensure seamless data flow.

Step 1: Configure MMP Integration Integrate your chosen MMP's SDK into your mobile app and configure event tracking for key actions like installs, purchases, and custom events. Define which events should trigger postbacks and set attribution windows.

Step 2: Connect Advertising Platforms Establish postback URLs with each ad network or demand-side platform in your media mix. Most platforms provide postback URL templates that include dynamic parameters for campaign IDs, user identifiers, and conversion values.

Step 3: Set Up Event Mapping Map your app's conversion events to the corresponding postback events that advertising platforms expect. Ensure consistent event naming and parameter formatting across all integrated platforms.

Step 4: Test Postback Delivery Conduct test campaigns to verify postback delivery and data accuracy. Monitor postback logs to identify any delivery failures or data discrepancies that could impact attribution.

Step 5: Implement Privacy Compliance Configure postbacks to respect user privacy preferences, including App Tracking Transparency consent and GDPR requirements. Set up SKAdNetwork postbacks for iOS 14.5+ traffic.

Platforms like Airbridge streamline this process by providing pre-built integrations with major ad networks and automated postback configuration tools.

Related concepts