Postback URL
A postback URL is a server-to-server callback that reports a conversion back to the ad network or tracker without using a browser pixel.
A postback URL is a server-to-server callback that reports a conversion back to an ad network or tracking platform by having one server quietly request a URL on another server, no browser, cookie, or on-page pixel required. It is the most reliable way to record conversions when the action happens off the original site.
How it works#
When a user clicks an ad, the network appends a Click ID to the destination URL. The advertiser, affiliate network, or Tracker stores that ID. When the user later converts, the receiving server fires the postback, e.g. https://network.com/postback?clickid={click_id}&payout=20, sending the stored click ID and often a payout value back to the source. The network matches the click ID to the original ad and credits the Conversion.
Why it matters#
Browser-based pixels are increasingly blocked by ad blockers, cookie restrictions, and cross-domain limits. Because postbacks run server-side, they survive those blocks, which makes them the standard in affiliate marketing and any funnel where the conversion happens on a different domain than the click. Postback-based Conversion Tracking underpins accurate CPA reporting and lets networks optimize bids on real outcomes rather than page-load events.
Related terms: Conversion Tracking, Tracker, and Click ID.
