Postback URL Integration

A postback URL (also called a callback URL or server-to-server URL) is how an affiliate network or conversion platform notifies AnyTrack when a conversion happens. Setting one up allows you to track conversions from platforms that are not in the Integration Catalog, then forward that data to your ad platforms through the Conversion API.

How Postback Tracking Works

The postback URL connects AnyTrack to your affiliate network so conversions can be attributed to the ad click that started the visit.

1. A visitor clicks your ad and lands on your website.
2. AnyTrack generates a unique Click ID for that session.
3. The visitor clicks an affiliate link on your site. AnyTrack's AutoTag feature replaces the --CLICK-ID-- placeholder in the link with the actual Click ID value.
4. Your affiliate network stores the Click ID alongside the visitor's session.
5. When a conversion happens, the network sends a postback to AnyTrack's webhook URL, including the stored Click ID.
6. AnyTrack matches the conversion to the original ad click and forwards it to your connected ad platforms (Google Ads, Meta, TikTok, etc.) through the Conversion API.

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What makes this different from pixel tracking?

Postback URLs work server-to-server, meaning the conversion notification goes directly from your network's servers to AnyTrack. This is more reliable than client-side pixels because it is not affected by ad blockers, cookie restrictions, or browser privacy settings.

Step 1: Find Your Network's Tracking Parameter

Before setting up anything in AnyTrack, you need one piece of information from your affiliate network: the name of the tracking parameter you can append to your affiliate links.

Each network uses a different parameter name. Here are common examples:

Check your network's documentation for terms like "tracking parameter," "SubID," "custom parameter," or "external tracking." If you cannot find it, contact your network's support team.

Step 2: Tag Your Affiliate Links

Add your network's tracking parameter with the --CLICK-ID-- placeholder to every affiliate link on your site.

If your link has no existing parameters:

https://network.com/offer123?sub1=--CLICK-ID--

If your link already has parameters (notice the & instead of ?):

https://network.com/offer123?campaign=spring&sub1=--CLICK-ID--

Replace sub1 with whichever parameter your network uses.

When a visitor clicks the link, AnyTrack's AutoTag feature automatically replaces --CLICK-ID-- with the real Click ID for that session. Your network then stores this value and sends it back in the postback when a conversion occurs.

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Warning

Do not use link shorteners (like bit.ly) on tagged affiliate links. They strip tracking parameters and break the Click ID handoff. If you use a redirect plugin, make sure it passes URL parameters through to the final destination.

Step 3: Create a Custom Integration in AnyTrack

1. Log in to your AnyTrack dashboard.
2. Go to Integrations and click Add Integration.
3. Search for Custom Integration and click Install.
4. Fill in the details:
   • Name: A recognizable label (e.g., "MyNetwork Postback")
   • Login URL: The URL where you log in to your network (optional, for quick access)
   • Sub ID/Click ID Placeholder: The postback variable your network uses to return the Click ID (e.g., ${sub1}, {clickid}, or #s2# depending on your network's syntax)
   • Commission/Payout Placeholder: The variable for the conversion amount (e.g., ${payout}, {commission})
   • Transaction ID Placeholder: The variable for the unique transaction identifier (optional but recommended)
5. Click Save.

After saving, AnyTrack generates a unique webhook URL for this integration. This is your postback URL.

Step 4: Copy and Customize the Postback URL

Your generated webhook URL will look something like this:

https://t1.anytrack.io/XXXXXXXX/collect/my-network?click_id=${sub1}&amount=${payout}&transaction_id=${txn_id}

The parameters after the ? are populated based on what you entered in Step 3. Review them to make sure each value maps correctly to your network's postback variables.

Key Parameters

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How AnyTrack classifies conversions

AnyTrack automatically determines the conversion type based on the amount value. When amount equals 0, the conversion is recorded as a Lead. When amount is greater than 0, it is recorded as a Purchase. No manual configuration is needed.

Adding Geographic Data for Better Attribution

Some affiliate networks include geographic information in their postbacks. If your network provides country, state, city, or zipcode variables, append them to improve ad platform matching:

&country=${country}&state=${state}

AnyTrack automatically formats and hashes this data before forwarding it to ad platforms like Meta and Google Ads. See the full list of supported fields in the Event Attributes reference.

Step 5: Paste the Postback URL in Your Network

1. Log in to your affiliate network or platform.
2. Find the postback or webhook settings. Look for sections labeled Postback URL, Callback URL, S2S Tracking, Server-to-Server, or Webhook.
3. Paste the complete postback URL from Step 4.
4. Save the configuration.

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Network-specific syntax

Different networks format their postback variables differently. For example, some use ${sub1}, others use {sub1}, #sub1#, or [sub1]. Always follow your network's documentation for the correct variable syntax.

Step 6: Test Your Integration

After setup, trigger a test conversion to confirm data is flowing correctly.

1. Open the Events Log for your Custom Integration in the AnyTrack dashboard.
2. Either use your network's test conversion feature (if available) or complete an actual test conversion on an offer.
3. Check the Events Log for a new entry.

A green status confirms the postback was received and matched to a Click ID. You are all set.

Common errors and what they mean:

When to Use Zapier or Make Instead

Some platforms (like HubSpot, Mailchimp, or Salesforce) send webhooks with a fixed payload structure that does not match AnyTrack's query parameter format. In these cases, use Zapier or Make as a middle layer: catch the webhook from your platform, reformat the data, and post it to your AnyTrack webhook URL. See the Webhooks guide for details.

Postback URL Tracking Flow

How AnyTrack tracks conversions from affiliate networks using postback URLs

1

Visitor

Visitor Lands on Your Website

A visitor clicks your ad (Google, Meta, TikTok, etc.) and arrives on your landing page. The AnyTrack Tracking Tag fires a PageView event and generates a unique Click ID.

2

Visitor

Visitor Clicks an Affiliate Link

Your landing page contains an affiliate offer link with a tracking parameter placeholder.

https://network.com/offer123?sub1=--CLICK-ID--

3

AnyTrack

AutoTag Appends the Click ID

AutoTag detects the --CLICK-ID-- placeholder and replaces it with the actual Click ID value.

https://network.com/offer123?sub1=at_cl1d_abc123xyz

4

AnyTrack

OutboundClick Event Tracked

AnyTrack fires an OutboundClick event and stores the Click ID along with session data (UTM parameters, landing page, referrer, device info).

💡Click ID at_cl1d_abc123xyz stored with full session context — ready to match when the conversion comes back.

5

Affiliate Network

Network Stores the Click ID

The visitor arrives on the affiliate offer page. The network ingests the tracking parameter (sub1=at_cl1d_abc123xyz) and stores it alongside the session.

6

Affiliate Network

Conversion Triggered

The visitor completes the desired action (purchase, signup, lead form). The network records the conversion and fires the AnyTrack postback URL.

7

Postback

Network Calls the AnyTrack Postback URL

The network sends a server-to-server request to AnyTrack, passing the stored Click ID and conversion details.

https://t1.anytrack.io/XXXXXXXX/collect/my-network?click_id=at_cl1d_abc123xyz&amount=32.50&transaction_id=TXN-98421&currency=USD

8

AnyTrack

Click ID Matched . Conversion Tracked

AnyTrack matches the Click ID to the original session, attributing the $32.50 conversion to the ad click, campaign, and traffic source.

Conversion forwarded to

AnyTrack

Dashboard and Reports

Google Analytics 4

Measurement Protocol

Google Ads

Conversion API

Meta Ads

Conversion API