Overview
Understanding the specifications of tracking protocols is critical for making an informed decision about which tracking method to use for campaign tracking and optimisation. Let's look at the differences between pixels and postback and determine which tracking system is best for you.
What is Postback URL Tracking?
Postback tracking, also known as 'server-to-server' (S2S), 'server-side', or 'server call'.
Postback events occur when a web page is sent to retrieve requested information from the server and return it to the source of the request to indicate the completion of an event or activity.
To sum it up, servers exchange and track information on the user’s actions on the server or web.
There are two types of postbacks:
Install Postback: This postback will be triggered when the install attribution is achieved.
In-App Postback: This postback will be triggered when the user performs an in-app action or event post-installation.
Note:
To find the install and in-app postbacks for sharing with the advertiser, please click here.
What is Pixel Tracking?
Pixel tracking is also known as client-based, cookie-based, or in-browser tracking. Pixels, or tracking pixels, are a form of HTML code that needs to be added to the conversion page, which gives us information about user actions like webpage visits, ad impressions, and conversion data, along with other similar attributes.
What is the difference between pixel and postback tracking?
Both methods have their advantages, but postback tracking is generally a more reliable method for accurate attribution.
Simple Rule:
Pixel is for easy & browser-based tracking
Postback is for accurate & server-side tracking
Here are some differences between postback and pixel tracking:
Feature | Postback Tracking | Pixel Tracking |
Implementation | URL-based (S2S setup) | HTML code on page |
Reliability | High (server-side) | Lower (cookie-based) |
Reporting | Debug & log support | Limited debugging (may require advertiser intervention) |
Setup Complexity | Moderate | Easy |
Dependency | Server communication | Browser-based script execution (may use cookies or browser storage) |
Simplicity and Easy Implementation: Pixel tracking is straightforward and easy to set, just a set of HTML codes to be placed on the Thank You Page (Conversion Page), while in Postback, the parameters are passed through the URL, and hence it is extremely important to pass and note the correct parameters and macros.
Landing Page Complexity: For pixels, every code has to be unique for every affiliate partner, which will make the landing page heavier, whereas for postback, just a URL is appended with the necessary parameters on the network platform that your advertiser is using.
Accurate Tracking: Pixel tracking can be inaccurate sometimes because they are saved as cookies on the user end, and the user can clear cookies as and when they like. With the cookies stored in the local cache, once deleted, the tracked data is no longer available, while on the other hand, postback tracking is more reliable as it is transferred from one network to another.
Reports: Postback debug reports are available to check the discrepancies, but on the other hand, the same cannot be done for pixel tracking. Although we do have pixel logs to check for the possible errors, if the issue is with pixel placement, we cannot check the same without the advertiser's intervention.
To learn more about the differences between postback, iframe, and image pixel tracking, please click here.
Tips for Choosing Between Postback and Pixel Tracking
Prefer postback tracking for server-side reliability.
Use pixel tracking when quick setup and web event tracking is needed.
Always validate macros and parameters before going live to avoid data loss.
Broaden your knowledge:
We're thrilled to have put together a top-notch team of qualified experts who are available to handle any of your concerns and respond to any inquiries you may have. You can contact us at any time by sending an email to support@trackier.com or using the in-platform chat feature.
