What is a Postback? Understanding the Key to Tracking Online Advertising Success

Tracking Online Advertising Success

How Postbacks Work in Online Advertising

In online advertising, tracking and analyzing the success of advertising campaigns is critical to achieving a high return on investment (ROI). One tool advertisers use to track the success of their campaigns is called a postback.

A postback is a notification sent back to an advertiser’s server after a user completes a specific action. This action could be a click on an ad, a conversion such as a sale or lead, or any other event the advertiser tracks. The postback contains information about the action, such as the time of the event and any relevant data related to the user or the activity. This is a simple answer to the question, “What is a postback?”

Benefits of Using Postbacks in Online Advertising

Postbacks are essential for tracking the success of advertising campaigns because they allow advertisers to see which ads drive the most clicks, conversions, and revenue. By monitoring this data, advertisers can optimize their targeting and messaging to increase their ROI and drive more sales and revenue.

Postbacks can be set up using a variety of tracking platforms and tools, and they can be customized to fit each advertiser’s specific needs and goals. They are typically set up by inserting a small piece of code, known as a pixel or a tracking code, onto the advertiser’s website or landing page.

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Best Practices for Setting Up Postbacks in Online Advertising

To make the most of postbacks in online advertising, it’s essential to follow best practices and guidelines. First and foremost, it’s important to choose the right tracking platform or tool for your needs. Look for a tool that offers robust tracking and reporting capabilities and is easy to use.

Additionally, setting up postbacks correctly and testing them thoroughly before launching your advertising campaigns is crucial. This will help to ensure that you are tracking the correct data and that your campaigns are set up for success.

Finally, using the data from postbacks to make data-driven decisions about your advertising campaigns is important. Monitor metrics such as click-through rates, conversion rates, and revenue to assess the effectiveness of your campaigns and make adjustments where necessary.


Postbacks are a crucial component of any successful online advertising campaign. They allow advertisers to track the success of their campaigns in real time and make data-driven decisions to optimize their targeting and messaging. Advertisers can maximize their ROI and achieve greater success with their online advertising efforts by using postbacks.

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About the Author: John Watson