A postback URL (industry term; also callback URL or server-to-server URL) is how an affiliate network or external platform notifies AnyTrack that a conversion happened. The network stores the Click ID — placed in its tracking/SubID parameter by AutoTag — and, on conversion, calls the postback URL with that Click ID so AnyTrack can attribute the sale to the original ad click and forward it via the Conversion API.
What a Postback URL means for each marketer
Section titled “What a Postback URL means for each marketer”- Affiliate marketer: The core mechanism — the network credits the sale by calling this URL.
- Lead-gen marketer: Returns offline or CRM conversions from non-catalog platforms, server-side.
- Business owner: Reports conversions from their offers without a browser.
- eCommerce marketer: Rare — stores use platform webhooks instead.
How a Postback URL differs from webhooks
Section titled “How a Postback URL differs from webhooks”- Incoming Webhook — a Postback URL is the network-specific, Click-ID-keyed subtype; not the generic JSON-payload webhook.
- Outgoing Webhook — opposite direction.
How AnyTrack uses the Postback URL
Section titled “How AnyTrack uses the Postback URL”A postback requires a paid subscription and the Tracking Tag installed (for Click ID generation). AnyTrack classifies the conversion by the amount parameter: amount = 0 is a Lead; amount > 0 is a Purchase.
Never trim a postback URL. Removing parameters (especially the Click ID) breaks the Click ID handoff — a missing Click ID yields “No match found” and the conversion is lost. Avoid link shorteners on tagged affiliate links; they strip the tracking parameter.
Frequently asked questions
FAQ was last reviewed on 2026-06-23
