Postback URL meaning in affiliate marketing

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What is this article about?

  1. What is a postback URL
  2. Why is postback important
  3. Benefits of using postback tracking
  4. How to create a postback URL
  5. Conclusion

When it comes to affiliate marketing, “postback” is a term that newcomers frequently encounter. It makes sense, as it is nearly hard to do a thorough analysis of traffic quality without it. For this reason, today we will be learning about postback and how to set up effective postback URL tracking!

What is a postback URL

In affiliate marketing, postback (also known as pingback or S2S) refers to a service integration that connects a third-party tracking system with an affiliate network. It is a feedback tool that allows you to send detailed information about targeted actions from CPA networks to an ad network or tracker, such as clicks or conversions. 

Thus, when a user makes an intended action (clicks on the affiliate link, for example), his click receives a unique click ID, which helps the system identify that this specific action is a conversion. Within our in-house platform, postback can also be set up.

In order for postback to function, you must have a URL link (Postback URL), which allows the affiliate network to send lead data to an outside tracker. The affiliate network and tracker you are using will determine how to create a postback URL because each system integrates differently. Overall, the link is generated automatically; therefore, you need to read the tracker’s documentation.

Do you have questions about setting up a postback in Yellana? Join our Telegram chat, where you can address all your questions to our support team!

Why is postback important

It is essential to note right away that a postback you set up does not ensure the success of an advertising campaign; rather, the webmaster’s ability to handle the data transmitted by the tracker is what makes your marketing campaign effective.

Postback transmits data that allows affiliates to determine:

  • The effectiveness of creatives, ad campaigns or keywords;
  • The source of conversion and its state;
  • The window of maximum clickability;
  • And much more.

With the use of this information, webmasters launch campaigns more successfully, make timely adjustments, and ultimately boost profits.

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Benefits of using postback tracking

Here are 3 main benefits that make postback tracking paramount:

Enhanced tracking accuracy

Both precision and dependability are frequently lacking in traditional tracking methods, such as cookie-based tracking. Alternatively, postbacks deliver real-time alerts to your tracking platform from the affiliate network about conversions and other important occurrences. There is no possibility for inaccuracies because of the rapid data transfer that guarantees that each conversion is tracked precisely.

Granular optimization

Postbacks make it possible to assess campaign effectiveness at a granular level. Through real-time conversion tracking and comprehensive reporting on important metrics like earnings per click (EPC), conversion rate (CR), and return on investment (ROI), you can pinpoint the best sources of traffic, offers and creatives.

Fraud prevention

In a field where fraud is frequent, postbacks are an effective tool for combating it since they allow you to identify and address questionable activity immediately. Therefore, you have the flexibility to keep one step ahead of scammers and protect the integrity of your campaigns, whether it’s by blacklisting fraudulent affiliates, blocking suspicious IP addresses, or putting strict validation checks in place.

These benefits help affiliate marketers to unlock new levels of insight, efficiency and security, ultimately driving better results and maximizing their ROI.

How to create a postback URL

To set up a postback URL , follow these steps:

  1. Organize information transfer
    Before diving into postback setup, ensure smooth communication between the network and tracker. This often involves configuring data transfer through macros to facilitate the exchange of crucial information.
  2. Obtain Offer URL and Postback URL
    Start with the basics: you have an Offer URL, which directs users to the offer, and a Postback URL, provided by the network for tracking conversions.
  3. Set up tracker configuration
    Add your network: If you’re collaborating with a new network, add it to your tracker and customize the template. Insert the Postback URL provided by the network.

    Then, create a new ad campaign: define your campaign parameters, including the traffic source. Copy the Offer URL from the affiliate network and paste it into the appropriate field in your tracker.
  4. Define macros
    Manually set macros or use built-in tools to insert values such as conversion IDs and payout amounts. Without macros, the postback data will lack specificity, rendering it meaningless for optimization purposes.
  5. Generate Destination URL
    After configuring the tracker, the system will automatically generate the Destination URL, which combines the Offer URL and Postback URL. This link is crucial for accurate tracking and attribution.
  6. Integration with the network
    Finally, insert the Destination URL into the network’s settings or campaign dashboard. This completes the setup process, allowing the network to receive conversion data from the tracker seamlessly.

Here are the basic steps you need to take to create your postback. The technical details of the setup itself will depend on which affiliate network you cooperate with and which tracker you use.


Now when you know the postback URL meaning, it is obvious that mastering the use of affiliate tracking software is a pivotal step towards unlocking the full potential of your campaigns. So, dive into the setup process and harness the power of postback URLs to elevate your affiliate marketing game with Yellana!

Daniil Kolesnikov is the author powering the content on the Yellana blog. Having written captivating articles on Web3 and Forex trading subjects in the past, his current area of expertise is affiliate marketing. Even when exploring many different niches for two years, the passion for iGaming is where his skills and creativity are currently directed. Follow Daniil for expert insights and fresh perspectives on affiliate marketing strategies in the vibrant iGaming landscape.