{"id":1456,"date":"2025-09-10T17:40:00","date_gmt":"2025-09-10T14:40:00","guid":{"rendered":"https:\/\/richads.com\/blog\/?post_type=glossary&#038;p=1456"},"modified":"2025-10-21T16:14:29","modified_gmt":"2025-10-21T13:14:29","slug":"postback","status":"publish","type":"glossary","link":"https:\/\/richads.com\/blog\/what-is\/postback\/","title":{"rendered":"PostBack"},"content":{"rendered":"\n<h2 class=\"wp-block-heading has-text-align-left\">PostBack meaning<\/h2>\n\n\n\n<p><strong>PostBack or server-to-server (S2S) data transfer&nbsp;<\/strong>is one of the ways of tracking conversions. It means the transfer of data about performing some action from one platform to another (for example, from affiliate network and ad network to the <a href=\"https:\/\/richads.com\/blog\/what-is\/affiliate-tracker\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"tracker\">tracker<\/a>) which makes the work with the affiliate network\u2019s information easier.<\/p>\n\n\n\n<p><strong>Postback URL<\/strong>&nbsp;is integration between an ad network and tracker servers. After setting up a postback, information about campaign conversions is sent to the ad network.<\/p>\n\n\n<div id=\"richads-button-block_9f9bfefd2f1c3b38daea1b9170a8f4a1\" class=\"richads-button-custom\">\n    <div class=\"row\" style=\"margin: 50px 0;\">\n        <div class=\"col-12 p-0 text-center\">\n            <a target=\"_blank\" \n                href=\"https:\/\/my.richads.com\/signup\" \n                class=\"text-center d-block rbtn rbtn-size-l rbtn-red\" \n                style=\"width: 100%;\" aria-label=\"Launch ad campaigns on quality traffic from RichAds!\">\n                Launch ad campaigns on quality traffic from RichAds!            <\/a>\n        <\/div>\n    <\/div>\n<\/div>\n\n\n<p class=\"has-text-align-center single-info-blue\">What is RichAds?<br>Ad network for telegram ads,<br>high quality push and popunder ads,<br>domain redirect, native and display traffic source,<br>buy push ads at $0.005 (CPC), pop ads at $0.5 (CPM),<br>domain ads costs start from $1.5 (CPM), native ads \u2014 from $0.001 (CPC),<br>ad network offers large volumes of traffic in more than 200 geos from Tier 3 to Tier 1.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-left\">PostBack in affiliate marketing<\/h2>\n\n\n\n<p>PostBack is the most credible way of conversions\u2019 mainstreaming. It will make your campaign optimization easier, for example, transferring data on conversions from the affiliate network and the data on traffic sources to the tracker with an accurate attribution.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-wp-embed is-provider-richads-blog wp-block-embed-richads-blog\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"wp-embedded-content\" data-secret=\"h50doMs10x\"><a href=\"https:\/\/richads.com\/blog\/postback-and-pixel-how-to-set-up-them-properly\/\" aria-label=\"Postback and Pixel: what is it and how to use them properly\">Postback and Pixel: what is it and how to use them properly<\/a><\/blockquote><iframe loading=\"lazy\" class=\"wp-embedded-content\" sandbox=\"allow-scripts\" security=\"restricted\" style=\"position: absolute; visibility: hidden;\" title=\"&#8220;Postback and Pixel: what is it and how to use them properly&#8221; &#8212; RichAds Blog\" src=\"https:\/\/richads.com\/blog\/postback-and-pixel-how-to-set-up-them-properly\/embed\/#?secret=p4J2htVQkz#?secret=h50doMs10x\" data-secret=\"h50doMs10x\" width=\"500\" height=\"282\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-center\">How does S2S postback work?<\/h2>\n\n\n\n<p>It\u2019s simple: click ID is attributed to any user\u2019s click. But when the targeted action is performing, the system understands that a certain click ID is a <a href=\"https:\/\/richads.com\/blog\/what-is\/conversion\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"conversion\">conversion<\/a> itself. <\/p>\n\n\n\n<p>Information about conversion is transferred to the server of the affiliate network and then to the server of your tracker. You can set up <a href=\"https:\/\/richads.com\/blog\/what-is\/conversion-tracking\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"conversions tracking\">conversions tracking<\/a> from your CPA network sent to the tracker the attributied with the data on traffic sources performance gathered from ad network&#8217;s server.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-center\" id=\"postback\u2019s_pros_and_cons\">PostBack\u2019s pros and cons<\/h2>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Pros<\/strong><\/td><td><strong>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Cons&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;&nbsp;<\/strong><\/td><\/tr><tr><td>accurate conversions tracking&nbsp;<\/td><td>&nbsp;\u2014\u2014<\/td><\/tr><tr><td>additional information about conversion is available (source, \u041eS, device, etc.)<\/td><td>&nbsp;<\/td><\/tr><tr><td>you can choose data to transfer (for example, exclude information about received profit)<\/td><td>&nbsp;<\/td><\/tr><tr><td>it tracks well both mobile and desktop traffic<\/td><td>&nbsp;<\/td><\/tr><tr><td>in <a href=\"https:\/\/richads.com\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"RichAds\">RichAds<\/a>, with a tracker you can make a marketing funnel and follow each step of conversion<\/td><td>&nbsp;<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n<div id=\"richads-button-block_9f9bfefd2f1c3b38daea1b9170a8f4a1\" class=\"richads-button-custom\">\n    <div class=\"row\" style=\"margin: 50px 0;\">\n        <div class=\"col-12 p-0 text-center\">\n            <a target=\"_blank\" \n                href=\"https:\/\/my.richads.com\/signup\" \n                class=\"text-center d-block rbtn rbtn-size-l rbtn-red\" \n                style=\"width: 100%;\" aria-label=\"Launch ad campaigns on quality traffic from RichAds!\">\n                Launch ad campaigns on quality traffic from RichAds!            <\/a>\n        <\/div>\n    <\/div>\n<\/div>\n\n\n<p class=\"has-text-align-center single-info-blue\">What is RichAds?<br>Ad network for telegram ads,<br>high quality push and popunder ads,<br>domain redirect, native and display traffic source,<br>buy push ads at $0.005 (CPC), pop ads at $0.5 (CPM),<br>domain ads costs start from $1.5 (CPM), native ads \u2014 from $0.001 (CPC),<br>ad network offers large volumes of traffic in more than 200 geos from Tier 3 to Tier 1.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-center\">Which benefits give the postback integration?<\/h2>\n\n\n\n<p>First of all, postback allows you to track all the parameters important for an advertising campaign, and then carry out optimization. You can get conversions, but without it, you will hardly be able to make your campaign profitable.<\/p>\n\n\n\n<p><strong>Postback settings make it possible to:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Track conversion data as accurately as possible.<\/li>\n\n\n\n<li>Track campaign traffic by various parameters.<\/li>\n\n\n\n<li>Use the top features of the platform for automatic optimization.<\/li>\n\n\n\n<li>Get expertise from your account manager to optimize your campaigns.<\/li>\n<\/ul>\n\n\n\n<p><strong>The most important value of setting up a postback at <a href=\"https:\/\/richads.com\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"RichAds\">RichAds<\/a><\/strong>&nbsp;is saving your budget and time for optimization. The auto-optimization features can be set up once and will work hard while you are busy with your business.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Target CPA<\/strong><\/li>\n<\/ol>\n\n\n\n<p><a href=\"https:\/\/richads.com\/blog\/target-cpa-2-0\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Target CPA\">Target CPA<\/a> is a neat feature for beginners and advanced marketers. Don\u2019t want to make mistakes and lose money? Don\u2019t have enough time for optimization? Let the intelligent Target CPA feature do all the work for you.&nbsp;<\/p>\n\n\n\n<p>You will get a fully automated traffic buying process, including blacklisting and smart Micro Bidding. Target CPA will do it all to get as many conversions as possible within your budget and target CPA.<\/p>\n\n\n\n<ol start=\"2\" class=\"wp-block-list\">\n<li><strong>Access to free auto-optimization features of an ad network<\/strong><\/li>\n<\/ol>\n\n\n\n<p>After setting up the postback, the&nbsp;<a href=\"https:\/\/richads.com\/blog\/automated-rules-media-buyers-superpower\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Automated Rules\">Automated Rules<\/a>&nbsp;tool becomes available to you. It allows creating white- and blacklists automatically after the specified parameters were set up. Moreover, it\u2019s not you who do it but the system which checks your results every 2 hours.<\/p>\n\n\n\n<ol start=\"3\" class=\"wp-block-list\">\n<li><strong>Set up custom bids in one campaign<\/strong><\/li>\n<\/ol>\n\n\n\n<p><a href=\"https:\/\/richads.com\/blog\/new-feature-at-richpush-micro-biding\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Micro Bidding\">Micro Bidding<\/a>&nbsp;is another feature that allows you to adjust bids for different sources or parameters according to their performance. It also helps to save on campaigns. Just set additional bids for different campaign parameters if needed.<\/p>\n\n\n\n<ol start=\"4\" class=\"wp-block-list\">\n<li><strong>Get help from RichAds experts<\/strong><\/li>\n<\/ol>\n\n\n\n<p>If the support team sees the information about conversions, they can help you set up Automated rules or bids and recommend other improvements.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-wp-embed is-provider-richads-blog wp-block-embed-richads-blog\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"wp-embedded-content\" data-secret=\"jpnAJOCXHV\"><a href=\"https:\/\/richads.com\/blog\/6-benefits-of-tracking-conversions-in-richads\/\" aria-label=\"6 benefits of tracking conversions in RichAds\">6 benefits of tracking conversions in RichAds<\/a><\/blockquote><iframe loading=\"lazy\" class=\"wp-embedded-content\" sandbox=\"allow-scripts\" security=\"restricted\" style=\"position: absolute; visibility: hidden;\" title=\"&#8220;6 benefits of tracking conversions in RichAds&#8221; &#8212; RichAds Blog\" src=\"https:\/\/richads.com\/blog\/6-benefits-of-tracking-conversions-in-richads\/embed\/#?secret=UQNSU2oTA9#?secret=jpnAJOCXHV\" data-secret=\"jpnAJOCXHV\" width=\"500\" height=\"282\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"><\/iframe>\n<\/div><\/figure>\n\n\n<div id=\"richads-button-block_9f9bfefd2f1c3b38daea1b9170a8f4a1\" class=\"richads-button-custom\">\n    <div class=\"row\" style=\"margin: 50px 0;\">\n        <div class=\"col-12 p-0 text-center\">\n            <a target=\"_blank\" \n                href=\"https:\/\/my.richads.com\/signup\" \n                class=\"text-center d-block rbtn rbtn-size-l rbtn-red\" \n                style=\"width: 100%;\" aria-label=\"Launch ad campaigns on quality traffic from RichAds!\">\n                Launch ad campaigns on quality traffic from RichAds!            <\/a>\n        <\/div>\n    <\/div>\n<\/div>\n\n\n<p class=\"has-text-align-center single-info-blue\">What is RichAds?<br>Ad network for telegram ads,<br>high quality push and popunder ads,<br>domain redirect, native and display traffic source,<br>buy push ads at $0.005 (CPC), pop ads at $0.5 (CPM),<br>domain ads costs start from $1.5 (CPM), native ads \u2014 from $0.001 (CPC),<br>ad network offers large volumes of traffic in more than 200 geos from Tier 3 to Tier 1.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<p><strong>Related articles:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/richads.com\/blog\/affiliate-tracking-software-what-is-it-and-how-to-choose-the-best-one\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Affiliate tracking software: what is it and how to choose the best one?\">Affiliate tracking software: what is it and how to choose the best one?<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/richads.com\/blog\/tracking-wizard\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Set up S2S postback like a Pro with Tracking Wizard\">Set up S2S postback like a Pro with Tracking Wizard<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/richads.com\/blog\/postback-and-pixel-how-to-set-up-them-properly\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Postback and Pixel: How to set up them properly\">Postback and Pixel: How to set up them properly<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/richads.com\/blog\/postback-access-to-all-richpush-features\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Postback: Access to all RichPush features\">Postback: Access to all RichPush features<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/richads.com\/blog\/6-benefits-of-tracking-conversions-in-richads\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"6 benefits of tracking conversions in RichAds\">6 benefits of tracking conversions in RichAds<\/a><\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<p><strong>Step-by-step guides on how to set up postback with RichAds:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/richads.com\/blog\/how-to-set-up-tracking-richads-voluum\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"How to set up tracking: RichAds + Voluum\">How to set up tracking: RichAds + Voluum<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/richads.com\/blog\/how-to-set-up-tracking-richads-redtrack\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"How to set up tracking: RichAds + RedTrack\">How to set up tracking: RichAds + RedTrack<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/richads.com\/blog\/how-to-set-up-tracking-richads-binom\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"How to set up tracking: RichAds + Binom\">How to set up tracking: RichAds + Binom<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/richads.com\/blog\/how-to-set-up-tracking-richads-spv-lab\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"How to set up tracking: RichAds + CPV Lab Pro\">How to set up tracking: RichAds + CPV Lab Pro<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/richads.com\/blog\/how-to-set-up-tracking-richads-bemob\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"How to set up tracking: RichAds + BeMob\">How to set up tracking: RichAds + BeMob<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/richads.com\/blog\/how-to-set-up-conversion-tracking-at-peerclick\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"How to set up tracking: RichAds + PeerClick\">How to set up tracking: RichAds + PeerClick<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/richads.com\/blog\/how-to-set-up-tracking-richads-keitaro\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"How to set up tracking: RichAds + Keitaro\">How to set up tracking: RichAds + Keitaro<\/a><\/li>\n<\/ul>\n\n\n\n<p><strong>Find the complete series of conversion tracking set up guides by searching for \u201c<a href=\"https:\/\/richads.com\/blog\/tag\/affiliate-tracking-tutorials\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Affiliate Tracking Tutorials\">Affiliate Tracking Tutorials<\/a>\u201c.<\/strong><\/p>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n","protected":false},"excerpt":{"rendered":"<p>PostBack meaning PostBack or server-to-server (S2S) data transfer&nbsp;is one of the ways of tracking conversions. It means the transfer of data about performing some action from one platform to another (for example, from affiliate network and ad network to the tracker) which makes the work with the affiliate network\u2019s information easier. Postback URL&nbsp;is integration between [&hellip;]<\/p>\n","protected":false},"author":15,"featured_media":0,"menu_order":0,"template":"","meta":{"_acf_changed":false,"footnotes":""},"class_list":["post-1456","glossary","type-glossary","status-publish","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What is PostBack (S2S) in affiliate marketing: Definition &#8212; RichAds Blog<\/title>\n<meta name=\"description\" content=\"An S2S postback is an easiest and most effective way to track conversions when it comes to push and pop ads. PostBack is the transfer of data about performing some action from one platform to another.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/richads.com\/blog\/what-is\/postback\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What is PostBack (S2S) in affiliate marketing: Definition &#8212; RichAds Blog\" \/>\n<meta property=\"og:description\" content=\"An S2S postback is an easiest and most effective way to track conversions when it comes to push and pop ads. 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