Postback URL tracking is one of the most important elements of affiliate marketing. It makes sure that networks, advertisers, and affiliates are all accurately tracking conversions. In this guide, we will learn what a postback URL is, its significance, and more.
Whether you work as an advertiser or affiliate marketer, once you understand postback tracking, you can greatly increase your attribution accuracy and campaign performance. We will also explore how tracking links work in this process and how postback tracking connects various systems. So without further ado, let’s get started!
What is a Postback URL?
A postback URL is a tracking link that helps advertisers provide conversion data, such as sales or sign-ups, to an affiliate tracking platform. For example, the tracking platform receives a postback URL from the advertiser’s system informing that a sale has taken place when a user clicks on an affiliate link and completes a purchase. The tracking platform then credits the affiliate for the conversion.
In simple terms, it is a way for the advertiser to instantly inform the tracking system that a conversion has been made, guaranteeing that the affiliate’s work is properly credited.
Why are Postback URLs important in Affiliate Marketing?
Postback URL is important in affiliate marketing for the following reasons:
1. Precise Tracking and Attribution
Postback tracking assures that conversions are attributed appropriately to the respective affiliate, thus enhancing the precision of performance data.
2. Fraud Prevention
Postback tracking helps in verifying transactions and lowers the possibility of fraudulent activity, including click fraud and false claims.
3. More Reliable than Cookie-based Tracking
As mentioned by Forbes, there are limitations to cookie tracking due to privacy regulations, which is where S2S postback tracking becomes vital for accurate data collection.
4. Real-Time Reports
The real-time data feature of postback tracking helps advertisers to provide the tracking platform with real-time data for campaign optimization.
Systems Connected by a Postback URL
To guarantee precise postback conversion tracking and attribution, postback tracking links several essential affiliate marketing systems, such as:
1. Affiliate Network
This is where tracking links are created and affiliates are registered. After a sale or purchase is finished, the postback URL makes sure the network gets the conversion data.
2. Advertisers Platform
The transaction takes place on the advertiser’s platform. The postback URL is used by the advertiser to send back the conversion details after a user completes a desired action.
3. Tracking Software
All tracking data is compiled on the tracking platforms like Trackier, which act as a connection between advertisers and affiliates. Postback URLs help with proper attribution to the affiliate by sending conversion data from the advertiser’s platform to the tracking software. For advertisers looking for more control over data, using the best tracker with postback open source can be a great option.
4. Affiliate System
Through the tracking platform, the affiliate system obtains the conversion data, giving affiliates access to real-time campaign results and payments.
Tracking links in Postback URL
In postback URL setups, tracking links are essential because they are used to identify and associate particular actions with the affiliates. Typical tracking link types found in postback URLs are:
- Base URL: The main tracking URL that takes the user to the offer or website of the advertiser. It usually contains the advertiser’s or affiliate network’s basic domain and may have a few tracking parameters.
Example: https://example.com?aff_id=123&oid=offer1
- Deeplink: A specific tracking link that directs users to a particular page, offer, or product. It improves conversion rates by guiding users directly to the relevant content.
Example: https://example.com?aff_id=123&oid=offer1&u=https://example.com/product
- Short URL: A shortened version of a tracking URL designed to be more user-friendly. URL shortening services or affiliate networks often generate this link.
Example: https://short.ex/offer1
Now that we understand the types of tracking links, let’s briefly go through the common parameters in postback tracking.
Postback URL contains several parameters that help to identify and track conversions. Some common parameters are:
- click_id: Each click or user action has a unique identifier that is used to match the conversion to the initial click.
- transaction_id: It is a unique identifier given to each transaction that is used to track a specific conversion event.
- offer_id: This parameter associates a specific offer or product with the conversion.
- Payout: The amount earned by the affiliate after a specific conversion or sale.
- status: Status of the conversion, approved, rejected, or pending.
- currency: The currency used for transactions or payout, such as USD, INR, etc.
Conclusion
Postback URLs are crucial components of affiliate marketing since they provide precise tracking, accurate credit, and fraud prevention. By offering real-time server-to-server communication, postback tracking gives advertisers a dependable way to notify tracking platforms about conversions. The effectiveness and transparency of affiliate marketing campaigns can be greatly enhanced by using postback tracking.