Tracking

Postback (S2S)

Server-to-server conversion notification.

A postback (also called server-to-server / S2S tracking) is an HTTP call from the offer's server to the tracker's server when a conversion fires. Carries the click ID and conversion value. More reliable than pixel-based tracking — no JS, no ad-blockers, no cookies. Standard for affiliate networks.

Example

MaxBounty fires GET https://tracker.example.com/postback?cid={cid}&payout={payout} on every confirmed lead. Tracker logs the conversion against the original click.

Related terms

Tracker
The system that attributes ad clicks to conversions.
Pixel
1×1 image embedded in a confirmation page to fire a conversion.
Click ID
Unique identifier for an ad click, passed through the funnel.
Fingerprinting
Identifying users via browser/device signals when cookies are blocked.