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Glossary Tracking & Attribution
Postback URL

Postback URL

Definition

A server-to-server tracking method that records conversions by sending a real-time HTTP notification directly between platforms, without relying on browser cookies.

How Postback URL work

When a conversion event fires on your platform, your server sends a POST request to a postback URL — a dedicated endpoint on the affiliate platform. The request includes the conversion data: affiliate identifier, order value, and transaction ID. Because the communication happens server-to-server, it is unaffected by ad blockers, cookie restrictions, or browser privacy settings.

Why it matters for your program

Postback URLs are the most accurate affiliate tracking method available. They are preferred by performance marketers, media buyers, and affiliate networks that require reliable cross-device attribution. For high-volume programs where even small tracking gaps translate to significant commission disputes, server-to-server tracking is worth the implementation effort.

Category Tracking & Attribution
Common in Performance marketing, ad networks
Payout trigger Server receives conversion ping
Typical rate N/A — tracking method
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