Postback
Description
A postback is a server-to-server communication signal sent from a mobile measurement partner (MMP) to notify an advertiser or partner when a key user event (like install or purchase) occurs.
Definition
It’s a data callback triggered after specific in-app events, allowing platforms to track performance, optimize bidding, and attribute outcomes. Used to share real-time conversion data with ad networks.
Why Is Postback Important for App Marketers?
Postbacks are essential in performance marketing because they fuel attribution and automation. They confirm when an install, registration, or purchase occurs, allowing partners to optimize campaigns based on real outcomes. Without accurate postbacks, optimization, billing, and fraud detection break down. Advertisers rely on them for bidding algorithms, audience retargeting, and event-based marketing.
Where You Can Use Postback
Used in mobile advertising with partners like Facebook, Google, TikTok, Unity, and affiliate networks. Configured through MMPs like AppsFlyer, Adjust, and Branch to share events like install, signup, or purchase with networks for optimization and attribution.
What Are the Best Practices
1. Send Postbacks in Real-Time.
2. Configure Based on Privacy Rules (e.g., SKAN on iOS).
3. Use Encrypted Tokens to Secure Data.
4. Customize Events by Partner.
5. Limit to Relevant Metrics.
6. Avoid Redundant/Unnecessary Postbacks.
7. Monitor for Discrepancies.
8. Validate Data Accuracy.