Overview
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 Postback (S2S)
A server postback is a direct server-to-server communication between the advertiser's system and Trackier. When a user converts, the advertiser's server sends an HTTP request to Trackier's postback URL containing the click ID and any relevant conversion data.
Because this happens entirely at the server level, it is not affected by browser restrictions, ad blockers, or cookie policies — making it the most reliable tracking method available.
Also known as: S2S (Server-to-Server), Callback URL
Why use server postback?
Does not rely on browser cookies — works even when cookies are blocked by browsers like Firefox or Safari
Real-time conversion attribution — conversions are recorded the moment the postback fires
More reliable and tamper-proof than pixel-based tracking
Allows accurate ROI and CPA optimization based on confirmed conversion data
Ideal for server-to-server campaign setups where both sides have technical infrastructure
When to use server postback:
Your advertiser is using a tracking platform (such as another affiliate network, MMP, or ad server) and can fire server-level postbacks
You are running a server-to-server (S2S) campaign where both your system and the advertiser's system communicate directly
Pixel Tracking
Pixel tracking — also known as client-side, cookie-based, or in-browser tracking — works by placing an HTML code snippet (a pixel) on the advertiser's Thank You or confirmation page. When a user reaches that page after converting, the browser loads the pixel and triggers a conversion in Trackier.
The pixel retrieves the click ID stored in the user's browser cookie and sends it back to Trackier to attribute the conversion correctly.
Why use pixel tracking?
Simple to implement — requires only an HTML snippet on the confirmation page
Works without any server-level integration on the advertiser's end
Suitable when the advertiser can only provide access to their landing or confirmation page
Allows multiple tracking pixels to fire from the same page (particularly with IFrame pixels)
When to use pixel tracking:
Your advertiser is providing you with a direct link to their campaign landing page and does not have a server-level postback setup
You are running your own campaign using your own landing page as the default URL
Types of pixels:
Image Pixel — A 1×1 transparent image tag placed on the Thank You page. When the page loads, the pixel fires and the conversion is recorded. Multiple image pixels can be placed on the same page.
IFrame Pixel — A single IFrame tag placed on the Thank You page. When the page loads, the IFrame fires, recording the conversion. IFrame pixels can also contain other third-party pixels (such as Google or Facebook) within them.
Note:
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.
How to Choose the Right Method
Scenario | Recommended Method |
Your advertiser uses a tracking platform that supports server postbacks | Server Postback |
You are running a server-to-server (S2S) campaign | Server Postback |
Your advertiser provides a landing page URL with no server integration | Pixel Tracking |
You are using your own landing page as the campaign URL | Pixel Tracking |
You need to fire third-party pixels (Google, Facebook) on the confirmation page | IFrame Pixel |
Important: Switching Tracking Methods After Launch
If you need to change the tracking method on a campaign after it is already live, keep the following rules in mind:
Postback → Pixel: If a campaign was originally set up with postback tracking and is later switched to pixel tracking, the system will accept pixel conversions going forward.
Pixel → Postback: If a campaign was originally set up with pixel tracking and is later switched to postback tracking, pixel tracking will stop working. Only postback conversions will be recorded after the switch.
Plan your tracking method carefully before launching a campaign to avoid losing conversion data during a mid-campaign switch.
Conclusion
Choosing between server postback and pixel tracking comes down to your advertiser's technical capabilities. Server postback is always the preferred method for its reliability and independence from browser restrictions.
Pixel tracking is the right choice when server-level integration is not possible and the advertiser can only provide landing page access. When in doubt, refer to the comparison table above or contact Trackier Support for guidance.
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 Trackier's Support or using the in-platform chat feature.
