Demystifying Postback Tracking Conversion Pixel

PostBack Integration
First of all, we should know that ad-tracking is probably the most crucial technical aspect 
of affiliate marketing. It is quite a simple mechanical process which, regardless of the affiliate 
networks, affiliate software or tracking software, will happen in a fairly similar manner. 
What will differ are the parameters that need to be appended to the tracking links and returned 
in the postback URL.

Once you’ll start understanding this process, it will get easier and easier to setup, 
no matter what affiliate networks you are working with.

Below are some points to understand tracking your ads-


1 - Why using server to server tracking: When a conversion occurs on an advertiser’s site, 
such advertiser doesn’t necessarily want to place your google analytics or image pixel on 
their thank you page. Why? Because if they have 200 or 5000 partners who have the same request, 
their thank you page will become fairly heavy. So, your postback URL is placed in their server 
backend, and it will be called, only for events that relate to you. In other terms, it’s not the 
visitor’s browser that will trigger the conversion, but the advertiser's site/app. 


2 - How does the advertiser know an event is related to you? When you send your advertiser’s some 
traffic, they allocate you an affiliate ID (done via their affiliate software - Hasoffers, Affise, Cake etc… ) 
and they also allow you to append a dynamic value in your affiliate link. The clicks are flowing toward the 
advertiser and they are recording the events, click id’s, affiliate id’s etc..etc… in their Database.


3 - The postback URL function: the affiliate software has a script that runs and hit the postback 
url if/when certain conditions are met. For instance, if your affiliate account is configured to 
fire a postback url when a conversion is recorded, then the affiliate software will fire the postback 
URL, appending the relevant parameters to the url’s.


4 - Relevant parameters: your tracking software and the affiliate program/advertiser need to understand 
each others, and this is where most people usually fail in making this work.


5 - Advertiser needs to provide a query string place holder where you will be able to append a clickid

hasoffers: aff_sub=your clickid macro
Affise : sub1 = your click id macro

6 - What is click id - it is a unique alpha-numeric string that your tracking software will 
generate for every click it sends out and that needs to be recorded by the advertiser/affiliate 
program in a specific database field.

7 - You provide a postback url to your advertiser where they need to return yourclickid.

Affise postback - http://offers.core2digital.affise.com/postback?clickid= 
(Advertiser's click id macro to pass back us convertion)

8 - When the postback url is hit the network replaces the placeholder with the clickid and 
your tracking software recognizes the clickid, which is matched with the campaign from which 
it originated, conversion is recorded and you’re happy!

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