Postback URL
TL;DR – A Postback URL is a web address that receives conversion data sent directly from one server to another — without relying on a browser cookie. When a qualifying action occurs, the advertiser’s server sends a GET request to the Postback URL, which notifies the affiliate platform that a conversion has happened and which publisher should receive the commission. It is the core mechanism behind Server-to-Server (S2S) tracking — the most reliable conversion attribution method in affiliate marketing.
What Is a Postback URL?
A Postback URL — also called a callback URL, S2S URL, or server-to-server tracking URL — is a URL endpoint that acts as a notification receiver for conversion events. When a user completes a qualifying action on an advertiser’s platform (a purchase, a registration, an app install), the advertiser’s server sends an HTTP GET request to the Postback URL. This request carries conversion data — including the publisher’s Click ID and the conversion value — directly from the advertiser’s system to the affiliate platform’s tracking server.
The critical distinction from pixel tracking: a Postback URL does not depend on the user’s browser. No cookie is read. No JavaScript is executed on a webpage. The data transfer happens entirely between two servers — invisibly, reliably, and without any dependency on what the user’s browser does or does not do.
Involve Asia tracks conversions via a combination of links, cookies, and postback URLs depending on each offer. All traffic is tracked in real time and performance is reviewable in the publisher dashboard.
What a Postback URL Contains
A Postback URL is structured as a standard web URL with dynamic parameters — called macros or tokens — that the advertiser’s system replaces with real values when the postback fires:
Example Postback URL structure:
https://track.involve.asia/postback?click_id={click_id}&amount={amount}¤cy={currency}&status={status}
Common parameters in a Postback URL:
| Parameter | What It Passes | Example Value |
|---|---|---|
click_id | The unique Click ID from the original affiliate click | abc123xyz |
amount | The monetary value of the conversion | 150.00 |
currency | The currency of the transaction | MYR |
status | The conversion status (approved, rejected, etc.) | approved |
transaction_id | The advertiser’s own order or transaction reference | ORD-98765 |
aff_sub / subid | Custom tracking parameter passed by the publisher | blog-review-nov |
When the advertiser’s server sends the postback, it replaces the {click_id} token with the actual Click ID stored from the original click — this is how the conversion is matched back to the publisher who referred the user.
Related Terms: Integration · Pixel Tracking · Tracking Cookie · Conversion · Affiliate Link · Attribution Window · Affiliate Dashboard
Ready to grow with Involve Asia?
Whether you’re a brand looking to scale or a creator ready to monetize — we’ve got the tools, data and network to help you grow.
