Postback
A postback is a server request from the network or tracker about a completed conversion, tied to the click id. This is how a deposit reaches the tracker and the pixel.
How a postback works
It is a URL with parameters: click id (subid), status (signup/deposit), sometimes amount. The network calls it on a conversion, the tracker receives it and updates the stats for that click.
Why a postback matters
Without it conversions are lost and attribution breaks: FB cannot tell which campaign brought the deposit. Correct status mapping lets you optimize the buy for payers.
FAQ
- Are postback and S2S the same?
- A postback is the mechanism (a server request about a conversion), S2S is the transport (server to server). A postback is usually the S2S implementation.
- What does a postback pass?
- At least a click id and conversion status, often the amount. The click id ties the deposit to a specific visit.
- Where does a postback go?
- From the network to the tracker, and from the tracker the event goes to Facebook CAPI with deduplication.
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