Postback

A postback is a server-to-server HTTP request that an operator's tracking system fires to an affiliate's tracking platform whenever a tracked event occurs. Because the call travels directly between servers rather than through the player's browser, it is the modern backbone of accurate affiliate attribution and is closely tied to the Click ID that identifies each visitor. The events commonly reported by postback follow the player's lifecycle: the initial click, registration, first deposit, and subsequent repeat deposits. Each event is sent as a request to a postback URL whose parameters carry the click ID, the event type, and often a conversion value. A typical flow stores the click ID when the player first arrives, then passes it back to the operator on sign-up; when the deposit lands, the operator posts that same click ID to the affiliate so the conversion is matched to the correct source and campaign. The advantage over cookie-based tracking is reliability. Server-to-server postbacks are cookieless, so they survive browser cookie clearing, ad blockers, private-browsing modes, and cross-device journeys where a user clicks on mobile but deposits on desktop. This is why postbacks have largely displaced cookies for conversion measurement, even though a cookie or other identifier may still be used to hold the click ID during the session. The common failure is a broken hand-off of the click ID. If the identifier is not captured on the landing page, or is dropped before registration, the postback arrives with nothing to match against and the conversion goes unattributed. Testing the full chain end to end, click through to deposit, and confirming that the click ID persists at every step, is essential before relying on the numbers.