A Postback URL is a server-to-server (S2S) URL that an advertiser's system or affiliate network calls to send conversion data back to a tracking platform.
This method provides reliable, real-time, server-side tracking of desired user actions, like purchases or app installs. It bypasses third-party cookie restrictions and ad blockers for better fraud prevention and data accuracy.
Why Do PropellerAds Use It?
Accuracy: Ensures precise tracking of user actions and conversions.
Optimization: Provides performance data to optimize campaigns for better results.
Automation: Eliminates the need for manual tracking, saving time and reducing errors.
How it Works
A user clicks on an ad and is directed to a landing page by following the Target URL. The Target URL is the specific web address of the merchant's product or page to which users are redirected after clicking an affiliate's unique tracking link. This URL directs potential customers to a specific landing page on the brand's website, often a product page, so they can complete a purchase or take another desired action.
Information about the click is sent via tokens to the affiliate network and then to a tracking platform.
The user performs a desired action (e.g., makes a purchase) on the advertiser's server.
The affiliate network or advertiser's server activates the postback URL by "calling" it.
The postback URL sends contextual data, such as the conversion type, user ID, and conversion value, directly to the tracking platform.
The tracking platform then uses this data to attribute the conversion to the correct affiliate or campaign.
Setting up S2S tracking is required to see conversions in your Statistics Page.
This setting is mandatory for the CPA Goal pricing model or campaigns with the Smart Optimization Tool enabled.
The S2S Postback URL generated in your account will work in all campaigns. It already includes several preset parameters, but you can add additional ones at any time.
PropellerAds integrated ready-to-use Postback links with several trackers:
As a Self-Service Advertiser, you can use the following variables (dynamic tags/tokens) to track data you're interested in through your URL and your tracking system (the list of tokens available for specific ad format and pricing model can be found below the Target URL field on the campaign creation page)
${SUBID} - a unique ID for tracking conversions
{zoneid} - unique ID of the ad zone where the ad is displayed
{subzone_id} - unique ID of the subzone (if the subzones are included in the ad zone)
{campaignid} - ID of the campaign
{os} - user’s operating system
{country} - user’s country in two-letter code
{cost} - the price of the click/impressions
{device} - the name of the user’s device
{browser} - user’s browser
{browserversion} - version of the user’s browser
{osversion} - version of the user’s operating system
{countryname} - the name of the user’s country
{region} - name of the user’s region (district/state)
{isp} - name of the user’s ISP
{useragent} - user’s raw user-agent
{language} - the language of the user’s browser
{connection_type} - user’s connection type
{carrier} - name of the user’s mobile carrier
{clickID} - unique ID of the click
{bannerid} - unique ID of the creative (banner)
{user_activity} - user's activity level
{payout} - payment for each conversion received from your CPA network
{zone_type} - the type of push (classic or in-page)
{survey_exit_type} - the type of the survey (social, dating, or finance)
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To set up S2S tracking in PropellerAds:
1. Go to the Tracking tab in your PropellerAds account and select a Tracker or CPA network you are using from the list on the tracking menu on the PropellerAds dashboard.
2. Copy the ready-to-use Postback URL from the platform
Note: You don't need to make any changes in Postback when selecting a tracker from the list.
Optional: If you want to track more than one conversion event (e.g. registration, email confirmation, deposit), you can use the optional goal parameter in your postback link.
How it works:
You can add the &goal= parameter to specify the conversion level:
goal=2— second-level conversion (e.g., first-time deposit)goal=3— third-level conversion (e.g., redeposit)
This allows you to track post-registration or other funnel events independently from the initial conversion.
Example postback URLs:
1st (main) conversion (e.g. registration):
2nd conversion (e.g. first-time deposit):
3rd conversion (e.g. redeposit):
Make sure your tracking platform or affiliate network supports multiple conversion events and passes back the same visitor/sub ID for each stage
Only events from the main postback affect performance in CPA goal campaigns.
3. Put our Postback into your tracker and generate a new Target URL in your tracking system. This link will be used as a Target URL in PropellerAds.
4. Copy the link generated in your tracker (Target URL) and paste it into the Target URL field while creating a campaign in PropellerAds.
5. You can also check if the generated link (Target URL) works properly in the following field of the Tracking tab:
Note: Conversion may take up to 24 hours to register in our statistics.
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If you didn't find a tracker in the suggested list
1. Go to the Tracking tab and select "Other tracker or CPA network."
2. Then you have to replace our ${SUBID} token (that passes the information about conversions) with the token of your Tracker/ CPA network that passes conversions there - in case you don't know the correct token, please contact your tracker's support for assistance.
You can also change the ${PAYOUT} token (payment for each conversion received from your CPA network), if necessary, to pass the conversion price.
Example:
The Postback link in your PropellerAds account looks like this:
http://ad.propellerads.com/conversion.php?aid=xxxxx&pid=&tid=yyyyy&visitor_id=${SUBID}
Let's say the token that passes information about conversions in your Tracker or CPA Network is {aff_sub}.
After replacing ${SUBID} token with {aff_sub} this link can look like:
http://ad.propellerads.com/conversion.php?aid=xxxxx&pid=&tid=yyyyy&visitor_id={aff_sub}
Optional: If you want to track more than one conversion event (e.g. registration, email confirmation, deposit), you can use the optional goal parameter in your postback link.
How it works:
You can add the &goal= parameter to specify the conversion level:
goal=2— second-level conversion (e.g. first-time deposit)goal=3— third-level conversion (e.g. redeposit)
This allows you to track post-registration or other funnel events independently from the initial conversion.
Example postback URLs
1st (main) conversion (e.g. registration):
2nd conversion (e.g. first-time deposit):
3rd conversion (e.g. redeposit):
! Make sure your tracking platform or affiliate network supports multiple conversion events and passes back the same visitor/sub ID for each stage !
Only events from the main postback affect performance in CPA goal campaigns.
3. Place the link into your tracker and generate a new Target URL in your tracking system.
4. Copy the link generated in your tracker (Target URL) and paste it to the Target URL field while creating the campaign in PropellerAds.
5. You can also check if the generated link (Target URL) works properly in the following field of the Tracking tab:
Note: it may take up to 24 hours for conversion to be registered in our statistics.
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You can also read the following step-by-step guides about PropellerAds integration with different tracking systems:
What to do with trackers that don’t support $, {}, or CAPITALS in tokens?
Some trackers cannot process symbols, brackets, or capitals, which can cause an issue with PropellerAds' clickid macro ${SUBID}.
Solution: PropellerAds has predefined aliases for ${SUBID} that avoid special characters.
Available Aliases: {SUBID}, {CLICKID}, {click_id}, {clickid}, {CLICK_ID}, ${subid}, _~click_id~_
➡️ Example: Instead of using ${SUBID} in your target url, use {SUBID} or {CLICKID}.
But if your tracker supports special symbols, then.
Postback vs API: What’s the Difference?
Postback (Server-to-Server Call) - A URL request sent automatically from one server to another when an event happens (e.g., a conversion)
Typically uses GET or POST
Simple and lightweight
Triggered in real-time
🔌 API (Application Programming Interface) - A set of endpoints advertisers can query or push data to
Supports more complex data exchange
Requires authentication (token, key, etc.)
You control when and what you request
Note: To set up the API integration, please contact your account manager for assistance.
In conclusion, we want to add some words about the postback methods we are using on PropellerAds - there are two of them: GET and POST.
GET Method: Data is sent in the URL - Used in redirects or tracking links
POST Method Data is sent in the body of the request (not in the URL) - Used in postbacks and server-to-server communication
Example:
Click ID will be captured correctly either way.
If you need any assistance setting up the S2S conversion tracking, please contact us via live chat or send us a message at contact.us@propellerads.com.