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}&currency={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`

Common parameters in a Postback URL

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.

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