Postback overview
A postback is the exchange of information between servers to report a user’s action on a website, network, or app. In online advertising and digital marketing, a "postback" is often used as a tracking mechanism to measure conversions.
Postbacks enable advertisers and media sources to better optimize their ad campaigns by providing a useful feedback loop for the entire advertising ecosystem.
What's a Conversion? A conversion occurs when a desired action is completed by a user, such as making a purchase, filling out a form, or installing an app. For businesses, conversions represent important goals, as they signify successful interactions with potential customers.
How Postbacks Measure Conversions: When a user completes a conversion action, such as purchasing on an e-commerce website, a postback is triggered. This postback sends information back to the advertiser's server, confirming that the conversion has occurred. The advertiser's server then records this information, allowing them to track and measure the effectiveness of their advertising campaigns.
How to use Postback on your Gamoshi account:
1. A postback is related to a creative entity in your account. The advertiser module -> Creatives screen or Creatives Tab on the Advertiser details.
2. To activate a postback for a specific creative on a 'New' creative form or in 'Edit' form, you need to add a target URL to the 'Target URL' field, which will serve as the "landing page". When the target URL is filled a new switch option will appear just under it -> 'Enable PostBack', switch it on to activate the feature.
3. For the postback to work, you will need to add the postback macro to the Target URL and prefix it with your advertiser's expected param. You can use the field 'Advertiser Param Name' and the 'Generate' button to help you do that. After pressing 'Generate,' the 'Target URL' value will be updated with the relevant macros.
4. After finishing these steps, you should see the Pixel attribution link your advertiser needs to call when a conversion occurs. In most cases, you must place it in your advertiser attribution system.
5. When the attribution link is called, a conversion will be registered in your Gamoshi account, and you will be able to see it on the Analytics module -> BI screen by adding the hidden column 'Conv Events' (Conversion events). This metric will be available only on the Advertiser, Campaign, and Creative dimensions.
6. There are a few hidden metrics you can add on the level of Advertiser, Campaign, and Creative related to conversions:
a. Conversion Interactions — The Number of times the user interacted with the conversion page (only for web activity).
b. Conversions events - Number of conversion events.
c. Conversion rate - Conversion rate is (conversion events/clicks)*100.