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Where to use pixel or post-back in a campaign?
Where to use pixel or post-back in a campaign?

Where to use pixel or postback in a campaign?

Updated over a week ago

At a Glance: Pixel and post-back tracking methods are used in digital marketing and affiliate marketing to accurately track and measure various actions taken by users, such as clicks, conversions, and other events. Both methods serve distinct purposes and are employed for different tracking scenarios.


Pixel and postback tracking methods are essential tools in digital marketing and affiliate marketing. They ensure accurate data collection, enable cross-device tracking, and help marketers make informed decisions to optimize their campaigns for better performance.

Note: Post-back URL: An exchange of data between servers that is used to attribute and report on a user's action and behaviour on a website, app, or network.

Server Post-back:

In this process, the post-backs are shared with the advertiser and publishers. Using the correct macros and parameters, the URLs are added and integration is done accordingly.

Why Postback ?

  • It allows affiliate marketers to track and attribute conversions to their affiliate marketing campaigns.

  • Also known as Call Back or S2S (Server 2 Server).

  • This can be done without the need for a tracking pixel on the merchant’s “Thank You Page.” Do not rely on cookies, which can be blocked by browsers such as Firefox or Safari.

  • They give affiliates the power to attribute conversions to their campaigns in an instant.

This allows the affiliate marketer to optimise its affiliate campaigns in accordance with ROI (return on investment) or a given CPA target (cost per acquisition) accurately.

Pixel tracking:

It is also known as client-base, cookie-base, or in-browser tracking, is reasonably the most common method because of its simplicity. The principle enabling tracking events on a user’s page lies in adding an HTML code (pixel) to the conversion page. Then, owing to the pinned cookie with a unique click ID, you can retrieve the converted user’s session values from the browser.

There are two ways to add pixel:

a. Image Pixel - Multiple image pixels are added at the Thank you page or the ending page, as soon as the registration or the objective has been completed the image pixel is fired and the conversion is recorded.

b. iFrame Pixel -A single pixel is added at the ending page. Hence, when the page is reached during the objective, the pixel fires, and the conversion is recorded.

How to select the conversion tracking option

  • You should use the server post-back option if you are creating a server-to-server campaign. If your advertiser is also using a platform like yours, you can select the server post-back option.

  • If your advertiser is providing you with the link to the landing page of his campaign, in that case, you should use the pixel conversion tracking method.

  • If you are creating your own campaign and using your own landing page as a default URL link, then you should also use the pixel conversion tracking method.


  • If the campaign was in postback tracking and later changed to pixel tracking, then the system will accept both postback and pixel.

  • If the campaign was in pixel tracking and later changed to postback tracking, then pixel won't work.

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