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TrackingAffiliate glossary

What is Postback?

When a user converts, the merchant’s server calls a URL that contains the click ID from the original visit. The tracker matches the ID and credits the conversion to the right affiliate and campaign.

Postbacks are more reliable than browser pixels, because ad blockers and cookie restrictions cannot stop them. Media buyers also use them to send conversions to their own trackers and ad platforms.

Related terms

Affiliate link
An affiliate link is a unique tracking URL that tells the merchant which affiliate sent a visitor.
Cookie window
The cookie window is how long after a click a conversion is still credited to the affiliate, often 30, 60 or 90 days.
Conversion rate
Conversion rate is the share of clicks that turn into a paid action, calculated as conversions divided by clicks.