PostBack or server-to-server (S2S) data transfer is one of the ways of tracking conversions. PostBack is the transfer of data about performing some action from one platform to another (for example, from affiliate network to the tracker or ad network). PostBack makes the work with the affiliate network’s information easier.
PostBack is the most credible way of conversions’ mainstreaming. It will make your campaign optimization easier, for example, transferring data from the affiliate network to the tracker or ad network.
How does it work? It’s simple: click ID is attributed to any user’s click. But when the targeted action is performing, the system understands that certain click ID is the conversion itself. Information about conversion is transferred to the server of the affiliate network and then to the server of your tracker. You can set up conversions tracking from your affiliate network or tracker to the ad network’s server.