The Meaning of URL Postback in Affiliate Marketing

Your traffic is driving in, but brings less profit than expected? Then it’s time to figure out where it’s leaking and how to monetize it to the maximum. Experienced webmasters know: without proper analytics and cutting off non-target users, not only the budget but also the potential of the funnel drains away. The key tool for control and optimization — postback. In this article, experts from 888STARZ Partners will explain what a postback is, why it’s needed, and how to set it up correctly.

What is a postback URL?

A postback is not just another analytics tool, but a key mechanism that helps affiliates squeeze the most out of traffic. It connects the tracker with the affiliate program, transmitting data about every target action: clicks, leads, registrations, and even information about where the user came from. 

You might think that a postback is just an analog of standard trackers with deeper integration, but in reality, that’s not entirely true. Unlike basic trackers that provide only surface-level statistics, postbacks allow deeper traffic analysis, cutting off ineffective platforms and increasing profit.

But is it always needed? If you work with Facebook Ads, the platform itself collects data and optimizes the ad campaign via Facebook Pixel. But when driving traffic through popunders, push ads, or native ads, you can’t do without a postback — without it, you risk wasting your budget on non-working traffic sources, won’t clearly know ROI, and, even worse, will lose potential profit.

As we’ve already figured out, effective use of postbacks is de facto impossible without proper work with trackers. Experienced affiliates easily configure them for their bundles, but beginners often make mistakes: incorrect configuration leads to distorted data, hinders optimization, and reduces profit. If you want to understand how to choose the best tracker, set it up without errors, and use it to the maximum, check out this article in the 888STARZ blog — here’s everything laid out step by step.

Types of postbacks

Postbacks come in two types, each playing its role in traffic analytics and optimization:

Affiliate network postback

Transmits data about conversions, statuses, and offers from the affiliate network to the tracker. It, in turn, can be local (works only with a specific offer), and global (collects data across all offers).

Traffic source postback

Sends information about conversions back to the advertising source. Data first goes to the tracker, then is transmitted back to the traffic source.

Both types work on the same principle — data about the ads is transmitted via macros, special tracking parameters, after which you see detailed information about your offer promotion. Based on this data, you can then get a detailed analysis and optimize your campaign.

How a postback works

To use a postback properly, it’s equally important to understand its mechanics. Everything starts with a user clicking on a banner, push, or popunder — at this moment, the system assigns a unique click ID linked to the user’s subsequent actions.

Then, if they submit a lead, register, or perform another target action, the conversion data is recorded and transmitted to the affiliate program’s server, and from there — to your tracker. The data transmission options are as follows:

• From the server → tracker.
• From the server → tracker → ad network.
• From the server → directly to the ad network.

Everything happens automatically, without needing to refresh the page. This means you get a real-time picture of user behavior, can analyze the effectiveness of sources, and adjust the campaign.

For example, if data shows users actively submitting leads, the funnel works. If conversions are low — it’s time to revise creatives, offers, or traffic sources. Postbacks allow quick reactions to changes and squeezing the maximum out of advertise campaigns in Betting and Gambling.

Why postbacks are convenient for affiliates and users

First and foremost, postbacks are needed by webmasters, as this tool allows tracking the following key information:

• Determining which ads perform better.
• Analyzing keywords that bring more leads.
• Visually seeing which traffic sources deliver top results.

Postbacks are often used not only by affiliates but also by web developers. Based on the received information, they create more user-friendly interfaces for websites and cloud platforms.

By the way, if the affiliate network supports postbacks, a tracker might not be needed.

Additionally, postbacks are a great opportunity to improve the user experience when completing a target action. Here’s how postbacks are convenient for users themselves:

• Contact details are filled in automatically.
• Errors in information input are corrected immediately.
• Dynamic elements update without delays.
• Internet traffic is used more economically.

Many users don’t notice this, but thanks to postbacks, their path to the target action becomes simpler.

How to set up a postback correctly?

The postback needs to be adapted to your tasks. If settings are incorrect, data may be inaccurate, which only worsens campaign effectiveness.

What proper postback setup gives:

• Reliable conversion data.
• Optimization of traffic spending.
• Deep traffic analysis by various parameters.
• Direct data transfer to the affiliate program manager.

Some affiliate programs add useful features, such as:

• Black and white lists of sources.
• Automatic disabling of creatives.
• Changing bids, depending on the source.

In the same Keitaro tracker, you can manage conversion statuses — for example, count leads, sales, and upsells, as well as set custom rules.

Before setting up a postback URL tracking, it’s crucial to first establish data transfer from the ad network to the tracker. This is usually done via macros: you need to integrate a special link; otherwise, the network can’t transmit campaign information.

You have the Offer URL (offer link). Now you need the Postback URL — postback link from the ad network. It can be found in the ad network’s Tracking section (names may vary), but first, you need to specify the tracker you’ll use.

And to make the ad network and tracker work in sync, you need to get the Destination URL — a special link that combines the postback from the ad network and the affiliate URL. This is where conversion information will be transmitted.

Step-by-Step setup:

1️⃣ Add the ad network to the tracker. If working with it for the first time, first configure the template and insert the Postback URL.
2️⃣ Create an ad campaign:

• Select the traffic source.
• Copy the Offer URL from the affiliate program and paste it into the required field.

3️⃣ Configure macros that help track conversions in detail:

• {source} — where the traffic came from;
• {status} — conversion status;
• {click_id} — lead ID;
• {click_ts} — click time;
• {click_ip} — order IP;
• {currency} — deal currency.

If macros are not specified, data in the affiliate program will be blurred, and the postback — useless.

4️⃣ Get the Destination URL and insert it into the affiliate program’s ad account.

How to check if everything works? Click through the link, then click on different blocks, and fill out a test form. Check the tracker in 5-10 minutes: if transition data is displayed — everything is fine! If not, double-check macros and parameters. This way, you avoid budget losses and get accurate analytics for scaling advertisement campaigns for iGaming offers.

Optimize traffic without hassles — 888STARZ Partners sets everything up for you!

A postback is a key tool for affiliates, without which it’s impossible to properly optimize ad campaigns, especially in competitive niches like iGaming. But the good news: if you work with 888STARZ Partners, you don’t need to set up postbacks yourself!

Our affiliate program handles all technical parts — we connect postbacks for every partner for free. This means you can start driving traffic to our profitable in-house offers immediately, without wasting time on complex setups.

Additionally, you get access to our internal tracker and deep integration with Keitaro, simplifying analytics and conversion control. Work with maximum convenience and earn more — 888STARZ Partners has already prepared everything for your success!