A postback is an automated server-to-server notification an advertiser's system sends to a network the moment a conversion happens, confirming details like the order value and tracking ID. It replaces reliance on browser cookies, letting conversions be recorded accurately even when cookies are blocked, expired, or the purchase happens on a different device.
When a customer completes checkout, the advertiser's server automatically fires a postback to the network containing the order ID, sale amount, and original click ID, letting the network confirm and attribute the commission within seconds – no cookie required.
A postback usually includes the click or tracking ID, order or transaction ID, sale amount, currency, and sometimes product-level details or a new-versus-returning customer flag. Networks use these fields to match the conversion to the correct publisher and calculate the commission owed automatically.
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