Postback URL Tracking & Affiliate Marketing – Full Guide

Postback URL Tracking & Affiliate Marketing - Full Guide
cookieless conversion tracking software scaleo

Postback URL tracking is debatable. In affiliate marketing, there are only a few problems that pose more concerns than postback URL tracking, which we will discuss here. For most advertisers, an affiliate postback is one of the most popular causes of tech challenges.

Typically, most affiliate marketers know what their campaign URL is, the destination landing page, and have a dubious understanding of affiliate tracking in general, which mostly consists of looking at the numbers in their dashboard. 


Where does postback URL tracking come into play?

This article will discuss what postbacks are, how postback URL tracking works, and why you actually need them.

We will discuss:

  • How to transfer the correct conversion data?
  • What is the difference between a “tracking pixel” and a “postback URL” in the affiliate marketing business?
  • Which affiliate tracking system is better suited for ads?

What is Postback URL Tracking?

In general, “postbacks” are URLs that are used to transfer conversion information. They are often referred to as callbacks, server-to-server (S2S), or cookie-less conversion tracking

They are one of two ways of monitoring conversions, the other being conversion or pixel tracking.

Postbacks allow servers to communicate directly with one another while the client is not engaged.

As soon as the source platform (affiliate network or tracker) is enabled, these links transmit data in the blink of an eye to the target platform (tracker or traffic source).

Read our article on the future of affiliate marketing without cookies.

Why Is Postback Tracking Important in Affiliate Marketing?

Postback tracking is essential in affiliate marketing because it transmits responses; it sends a confirmation and delivers a response from the server to the server-side via postback URL parameters.

A marketer can then keep track of what’s going on with their URLs, such as how many users click on them and the amount of traffic they generate and determine how successful their current ad campaign is.

As a result, with that type of information at their disposal, marketers can make informed judgments about how to proceed and how to improve their own ad campaigns based on the traffic they have or the type of advanced bid strategy they should employ based on the data acquired.

Pixel Tracking vs. Postback

Contrary to postbacks, conversion or pixel tracking means a piece of code will be used on the request page to report conversions. 

The script sends a request to the target platform when this page loads. The script is running on the client-side. This includes a variety of instances:

  • Most affiliate platforms and networks use postback instead of pixels to record conversions.
  • Most traffic sources endorse the reception of postback conversions. The major exceptions are Internet sharks, such as Facebook and Google, who support conversion reporting with their own pixel. By the way, Facebook calls Postback URL tracking – “Conversion API”.
  • Most trackers (tracking servers) allow you to gather and transfer conversions using both methods, but combining both methods into a single campaign funnel will not work (e.g., postback from the affiliate network and pixel to a traffic source platform).
  • Pixels may not track 100% accurately since they may be blocked or removed by software or human intervention, leaving you with little guarantee that you are an advertiser who should be paid by the affiliate network or affiliate program.

Considering all these things, postbacks are typically the preferred method, and pixel can only be used as a backup method.

Why is postback URL tracking essential?

Why is postback URL tracking helpful?

Stop worrying about affiliate ads for a short time and think about how chats work. 

It’s useful to know if someone saw your post and read it, isn’t it? Many chats will produce a response in the background and leave a reply if the message is read.

This is the core of Affiliate Marketing postbacks: they allow you to leave a response, confirmation, or server-to-server response using postback URL parameters.

That was the easiest and shortest way I could explain it.

In affiliate marketing, this response is activated when a visitor completes a purchase (or conversion). It is normally led to a tracker that originally guided a visitor to the offer page. 

Bear in mind that the affiliate link alone is not enough to set up the correct tracking mechanism or tracking system

As an affiliate marketer, you must ensure that your affiliate program or affiliate network pays the advertiser what it owes. The key is to select the correct technology or tracking system to get compensated for your advertisements.

try scaleo free

Looking for a reliable affiliate marketing software and tracker? Try Scaleo for free for 14 days – instant trial access and no credit card required.

But don’t worry. All the specifics of this tracking system can be found below. 

Are you wondering by now why it’s necessary to transfer conversion data? How does the server respond to a server? What do things like affiliate connection, cookies, pixel tracking, pixel conversion, s2s, click id value, conversion value, or name parameter mean? Let’s find out!

How does the data flow of the affiliate marketing campaign work?

Before we get into the specifics of the postbacks, let’s take a step back and look at the big picture. Simply defined, affiliate marketing is about controlling the data generated by visitors as they navigate from an ad to an offer page.

There are 4 sections of the flow in the traditional campaign funnel:

  1. The visitor is led (through affiliate tracking software if used on the landing page after clicking on the ad). The URL used is called the URL of the campaign.
  2. The visitor is led (again via the tracking software) to the affiliate network page after clicking the CTA button on the landing page. 
  3. After a visitor completes a conversion activity, an affiliate network generates a postback URL, and postback tracking allows the corresponding information to be reported to the affiliate tracking program.
  4. Affiliate tracking software automatically triggers the postback URL of the traffic source to record this conversion to the traffic source platform.

As you can see from the examples above, there are two postbacks that can be used with a tracker:

  1. URL postback records conversions to a tracking site, or
  2. The postback URL of the traffic source reports to the traffic source platform.

If you don’t want to use a tracker in your campaign, you can simply use your traffic source’s postback URL as a postback URL on your affiliate network platform. 

But using a tracker is a common practice for affiliates, so I’m going to continue this article with a tracker used as an example.

Any of the above postbacks, particularly the second one, are optional. 

The campaign funnel will work without it. 

cookieless tracking software

However, as we said before, knowledge is essential. The more you’ve got it, the more complete the image you’ll see. Therefore, we recommend that you use postbacks whenever possible.

Obviously, the above flow may be much more complicated and can involve many landing pages and rotating deals. Or it could be easier, without any landing page at all. 

I’ve shown you the classic affiliate marketing scenario to illustrate the reasoning behind postback tracking. Yet, they also refer to other situations.

How do I build a URL for postback?

This is an example of the URL to postback:{s2}&payout={payment}


  • – is the cloud-based or self-hosted tracker tracking domain (we use our own domain as an example, but it could be any domain).
  • ?” the question mark character distinguishes the main part of a connection from a tracking parameter.
  • The “&” character divides the parameters of each tracking from each other.
  • CID is the tracking of parameters that transfer values. They are unique to the target platform (in this case, a tracker).
  • {s2} and {payout} are tokens that will be replaced by values when the connection is triggered. They are unique to the root platform (for example, the affiliate network).

If the visitor has converted, the affiliate network portal will enable this URL, and the tokens will be substituted with concrete information—giving you the appropriate confirmation.

Here’s an example of a postback URL:

Tracking parameters for postback URLs

To maintain the accuracy of the tracked data, tracking platforms must identify everything that occurs throughout a session. As a result, they generate a unique ID and assign it to each visitor by clicking on the campaign URL disguised beneath the ad.

This means that each click has a unique value known as a click ID.

This is important since click IDs are required to verify conversions.

This is important because click IDs are used to verify conversions.

After all, conversion is what creates revenue for affiliates and marketers, so make sure they are working well and go to your affiliate page or affiliate network

Trackers do not only identify any postbacks sent to them. They also allow connecting those who have their own click ID value assigned to the original click.

In other words: on the request URL, you transfer the tracker’s click ID value to the affiliate network platform.

The postback URL is passed back as evidence that your guest triggered this conversion.

Many affiliate programs have their own click ID and traffic source values. Because they need to keep track of everything that happens there, including how much they need to pay the affiliates and how much they need to charge the advertisers.

The traffic source postback URL must include the traffic source click ID value that was transmitted to the tracker in the campaign URL.

When the tracker receives a postback URL with its own click ID from an affiliate network platform, it triggers the postback URL of the traffic source and returns the click ID value of the traffic source.

Any other criteria, such as payment or transaction ID, are optional for conversion tracking.

How do I set up affiliate postbacks (s2s method)?

Many platforms support the postback method. So, the postback URL is provided by the tracking platform, while the traffic source platform provides the postback URL of the traffic source. 

How do I set up affiliate postbacks (s2s method)?

The first must be submitted to an affiliate network platform, while the second must be submitted to the tracking platform.

Bear in mind that both tracking and traffic source platforms just have a template for you. They don’t know what tokens are the source platform you use, so usually, the postback URL prototype looks like this:

You need to set the correct token to assign these values. 

In the case of click ID, the token has the same name as the name of the affiliate parameter, but it is placed in brackets. 

For example, if your affiliate URL uses the s2={clickid} parameter, you should use cid={s2} or cid=#s2# in the postback URL. 

Always refer to the documentation of your affiliate network to learn what tokens you should use.

To sum it up, here are the measures to configure the URL of the postback:

  • Feed the tracker by clicking ID to the affiliate network in the affiliate URL
  • Get the URL postback template from the tracking site.
  • Insert the tokens from the affiliate network or affiliate program in this postback.
  • Send a postback URL to your affiliate network platform.

If you use the postback URL as the traffic source, the steps are similar:

  • Get the traffic source by clicking the ID to the tracker in the URL of the campaign.
  • Get a traffic source URL postback prototype from a traffic source platform.
  • To insert a tracker token that stores a traffic source, click ID in this postback.
  • Send the postback URL of the traffic source to the tracking site.

Why is affiliate campaign tracking important?

I’ve talked a lot about what affiliate postbacks are and how to set them up. 

In this article, I stated several times that they are used to record conversions, but you may still be wondering: why should I care about tracking conversionsWhy should you go through all that hassle?

Here is why. The balancing of a budget is about expenses and payments. Cost data is calculated by a tracker when a visitor triggers the URL of the campaign. You need postbacks to get details about the commission. Postback URLs are closing the loop. Thanks to postback URL’s you will get the following data:

  • Profits
  • ROI‘s
  • % of Conversions

Postback URLs answer the most important questions: am I actually making money? 

Traffic source postback URLs should be used when operating with a CPA cost model.

Traffic source postback URLs should be used when operating with a CPA cost model. 

If you employ the CPA cost model, you should use traffic source postback URLs. To calculate it correctly, an advertiser must inform a traffic source platform about the number of actions visitors take. Furthermore, certain traffic source providers have AI-powered algorithms that enhance your bidding strategy based on your success rate.

They also require conversion information to function. Most importantly, as an advertiser, it confirms your affiliate networks.

Postback URLs allow you to answer some of the most important questions: am I making money?

And most importantly, for the advertiser, this is validation.


So, will you be using the postback URL for your next affiliate campaign? Explaining the postbacks is explaining the marketing process of the affiliate. That’s why I had to include a lot of details in this post.

Don’t worry if you haven’t gotten it all. Many channels have already been integrated with each other to some degree, making your life as an advertiser far simpler. This makes for a simpler, step-by-step setup if you decide to use them.

Also, note that you can always ask for help from your account managers or support. They’re here for you and will guide you through the setup process (just like we always do at Scaleo). We also have a detailed tutorial on setting up your postback URL tracking through Scaleo’s network. Good luck!

Related posts
affiliate marketing cookie stuffing and cookie dropping is illigal
The Future of Affiliate Marketing After Cookies & Tracking IDs Restriction
10 Best Conversion Tracking Software & Tools - scaleo software
click tracking software
Elizabeth Sramek
Elizabeth is a Senior Content Manager at Scaleo. Currently enjoying the life in Prague and sharing professional affiliate marketing tips. She's been in the online marketing business since 2006 and gladly shares all her insights and ideas on this blog.
Check out our popular blog posts
where to promote your affiliate marketing program
Affiliate Marketing Insider
Where to Promote Your Affiliate Marketing Program in 2022?

Now that you have added an affiliate program to your website (for example, using an affiliate software like Scaleo), you probably wonder where to promote...

Elizabeth Sramek
Jun 24, 2022
The Future of Affiliate Marketing After Cookies & Tracking IDs Restriction
Affiliate Marketing Insider
The Future of Affiliate Marketing Without Cookies After Tracking IDs Restriction

Again there is a panic in the world of affiliate marketers and advertisers. Just now that we got used to...

Elizabeth Sramek
Jun 22, 2022
Affiliate Marketing Insider
10 Best Referral Marketing Software & Tools

Referral marketing software: You’ve undoubtedly come across the term in your efforts to expand your company and gain customer loyalty. To create the greatest marketing tactics available for your content and …

Elizabeth Sramek
Jun 22, 2022
How To Reverse Negative ROI In Affiliate Marketing
Affiliate Marketing Insider
How To Reverse Negative ROI In Affiliate Marketing?

Almost every new affiliate marketer begins with a negative ROI. It’s natural to have campaigns running at a loss for a while but not for a long time. How do …

Elizabeth Sramek
Jun 20, 2022