{"id":15692,"date":"2025-03-30T08:51:33","date_gmt":"2025-03-30T08:51:33","guid":{"rendered":"https:\/\/adjoe.io\/?post_type=glossary&#038;p=15692"},"modified":"2025-07-24T14:02:02","modified_gmt":"2025-07-24T14:02:02","slug":"what-is-postback","status":"publish","type":"glossary","link":"https:\/\/adjoe.io\/ja\/glossary\/what-is-postback\/","title":{"rendered":"Postbacks"},"content":{"rendered":"\n<div class=\"glossary-description\">\n\t\t<div class=\"glossary-description__wrapper\">\n              <h1 class=\"glossary-description__title\">\n          What Are Postbacks?\n        <\/h1>\n      \t\t\t<div class=\"glossary-description__icon\"><\/div>\n\t\t\t<div class=\"glossary-description__text\">\n\t\t\t\tA postback is the exchange of information between various servers after an in-app event or app install has occurred. It allows you to track installs and user activity within an app. <br><br>By triggering postbacks for key events, developers are notified in real time of what a user does over the course of them interacting with the app.\n\t\t\t<\/div>\n\t\t<\/div>\n<\/div>\n\n\n\n<div class=\"glossary-takeaways\">\n\t<div class=\"container\">\n\t\t<div class=\"glossary-takeaways__wrapper\">\n\t\t\t<div class=\"glossary-takeaways__title\">\n\t\t\t\tKey Takeaways\n\t\t\t<\/div>\n\t\t\t<div class=\"glossary-takeaways__text\">\n\t\t\t\t<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Developers receive real-time data to which they can respond and make necessary changes in their app<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Advertisers can better optimize their campaigns with postbacks providing a useful feedback loop<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Postback URLs send information about an in-app event or install back to your designated server<\/span><\/li>\n<\/ul>\n\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>How Do Postbacks Work?<\/strong><\/h2>\n\n\n\n<p>To track user behavior in an app, you need to set up triggers for certain events completed in your app. In order to do this, an ad network integrates with a <a href=\"https:\/\/adjoe.io\/glossary\/mobile-measurement-partner-mmp\/\" target=\"_blank\" rel=\"noreferrer noopener\">mobile measurement partner (MMP)<\/a> and shares the postback URLs for different types of postbacks with the MMP.<\/p>\n\n\n\n<p>But please note: You should consider when you want postbacks triggered. Requesting them for every action completed in your app will overload your internal servers and \u2013 in the worst-case scenario \u2013 negatively affect the performance and analysis of your app.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>What Types of Postbacks Are There?<\/strong><\/h2>\n\n\n\n<p>There are two types of postbacks you should make note of.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>1. Install Postbacks<\/strong><\/h3>\n\n\n\n<p>These are triggers sent when a user installs your app. These can be used to track new users. Install postbacks can also include parameters such as media source, <a href=\"https:\/\/adjoe.io\/glossary\/cost-per-install-cpi\/\" target=\"_blank\" rel=\"noreferrer noopener\">cost per install<\/a>, click ID, device type and search query, so you can receive even more specific postback data about your users.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/adjoe.io\/app\/uploads\/2023\/03\/postback-MMP-1024x1024.jpg\" alt=\"flow of how postbacks work\" class=\"wp-image-43016\" width=\"910\" srcset=\"https:\/\/adjoe.io\/wp-content\/uploads\/2023\/03\/postback-MMP-1024x1024.jpg 1024w, https:\/\/adjoe.io\/wp-content\/uploads\/2023\/03\/postback-MMP-300x300.jpg 300w, https:\/\/adjoe.io\/wp-content\/uploads\/2023\/03\/postback-MMP-150x150.jpg 150w, https:\/\/adjoe.io\/wp-content\/uploads\/2023\/03\/postback-MMP-768x768.jpg 768w, https:\/\/adjoe.io\/wp-content\/uploads\/2023\/03\/postback-MMP-1536x1536.jpg 1536w, https:\/\/adjoe.io\/wp-content\/uploads\/2023\/03\/postback-MMP-2048x2048.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">2. <strong>In-App Event Postbacks<\/strong><\/h3>\n\n\n\n<p>This type of postback is sent when a user completes an action that you want to track, such as making a purchase or completing a level. This information is used to generate detailed reports about how users are interacting with your app in real time, so you can measure performance or make changes quickly if needed.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/adjoe.io\/app\/uploads\/2023\/03\/mmp-servers-and-postbacks-1024x1024.jpg\" alt=\"flow of how publisher calls MMP\u2019s SDK method\" class=\"wp-image-43020\" width=\"910\" srcset=\"https:\/\/adjoe.io\/wp-content\/uploads\/2023\/03\/mmp-servers-and-postbacks-1024x1024.jpg 1024w, https:\/\/adjoe.io\/wp-content\/uploads\/2023\/03\/mmp-servers-and-postbacks-300x300.jpg 300w, https:\/\/adjoe.io\/wp-content\/uploads\/2023\/03\/mmp-servers-and-postbacks-150x150.jpg 150w, https:\/\/adjoe.io\/wp-content\/uploads\/2023\/03\/mmp-servers-and-postbacks-768x768.jpg 768w, https:\/\/adjoe.io\/wp-content\/uploads\/2023\/03\/mmp-servers-and-postbacks-1536x1536.jpg 1536w, https:\/\/adjoe.io\/wp-content\/uploads\/2023\/03\/mmp-servers-and-postbacks-2048x2048.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>There are some in-app events that are triggered by the MMP SDK itself without the publisher having to trigger them. These are known as \u201capp open events.\u201d<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Examples of In-App Events You Can Track<\/h3>\n\n\n\n<p><a href=\"https:\/\/adjoe.io\/glossary\/in-app-events\/\" target=\"_blank\" rel=\"noreferrer noopener\">In-app events<\/a> could additionally include screen views, clicks, and form submissions.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Screen views:<\/strong> A screen view is registered when a user opens or scrolls to a new screen within the app. Screen views are used to track how users are moving through your application and which screens are most popular.<\/li>\n\n\n\n<li><strong>Clicks:<\/strong> Clicks are registered when a user taps on an element in the app, such as a link, button, or ad. Clicks can be used to measure <a href=\"https:\/\/adjoe.io\/glossary\/click-through-rate-ctr\/\" target=\"_blank\" rel=\"noreferrer noopener\">click-through rates<\/a><strong> <\/strong>for links and buttons.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"614\" height=\"1024\" src=\"https:\/\/adjoe.io\/app\/uploads\/2023\/03\/what-is-postback-614x1024.jpg\" alt=\"flow of how to track clicks with postbacks\" class=\"wp-image-44861\" srcset=\"https:\/\/adjoe.io\/wp-content\/uploads\/2023\/03\/what-is-postback-614x1024.jpg 614w, https:\/\/adjoe.io\/wp-content\/uploads\/2023\/03\/what-is-postback-180x300.jpg 180w, https:\/\/adjoe.io\/wp-content\/uploads\/2023\/03\/what-is-postback-768x1282.jpg 768w, https:\/\/adjoe.io\/wp-content\/uploads\/2023\/03\/what-is-postback-920x1536.jpg 920w, https:\/\/adjoe.io\/wp-content\/uploads\/2023\/03\/what-is-postback-1227x2048.jpg 1227w, https:\/\/adjoe.io\/wp-content\/uploads\/2023\/03\/what-is-postback-scaled.jpg 1534w\" sizes=\"auto, (max-width: 614px) 100vw, 614px\" \/><\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Form submissions:<\/strong> Form submissions occur when a user submits a form. These submissions can be used to track how users are completing specific actions within your app, such as creating an account or making a purchase.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Does the Operating System Matter?<\/h2>\n\n\n\n<p>Depending on the operating system \u2013 iOS or Android \u2013 postback URLs can still provide you with important data, even when the user has opted out of cookies, since this user data is sent directly from the mobile device.&nbsp;<\/p>\n\n\n\n<p>Currently, Android allows you to attribute installs to individual devices, even if tracking has been turned off for the GAID. The postbacks would trigger in the app and then be sent via the MMP\u2019s server to the <a href=\"https:\/\/adjoe.io\/glossary\/mobile-ad-networks\/\" target=\"_blank\" rel=\"noreferrer noopener\">ad network<\/a>\u2019s server. With devices operating on iOS, you can only use postbacks to measure campaign performance if the user has opted in to allow data to be shared via their IDFA.<\/p>\n\n\n\n<p>In this instance, the postback would trigger from the advertised app, and the device would make the postbacks to the ad network and MMP. The postback will contain limited information, such as which campaign ID was attributed \u2013 but not the device used.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Why Do You Need a Postback?<\/strong><\/h2>\n\n\n\n<p>Don\u2019t underestimate the importance of tracking postbacks for advertisers and media sources. With them, you can make data-driven and informed decisions when you optimize ad campaigns and conversion rates.&nbsp;&nbsp;<\/p>\n\n\n\n<p>We\u2019ve broken down the two most important benefits of postbacks for you:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Generate Real-Time User Behavior Reports<\/strong><\/li>\n<\/ol>\n\n\n\n<p>Developers can run postbacks on crash reports, for example, so that if an update results in user churn due to technical issues, they can spot the problem early and correct it.&nbsp;<\/p>\n\n\n\n<ol class=\"wp-block-list\" start=\"2\">\n<li><strong>&nbsp;Be Less Prone to Fraud<\/strong><\/li>\n<\/ol>\n\n\n\n<p>MMPs usually have mechanisms in place in order to prevent faking event triggers sent from the end user\u2019s device. Besides this, ad networks have security tokens \u2013 and sometimes whitelists \u2013 to avoid fake postback callbacks.\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Conclusion<\/strong><\/h2>\n\n\n\n<p>Postbacks are an essential tool for mobile app tracking. Not only does it allow you to monitor your marketing campaigns and where your installs come from, but they also provide insights into your user\u2019s app behavior, making them an essential foundation for building a successful app.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">FAQs<\/h2>\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1647360515847\"><strong class=\"schema-faq-question\">What Are Postbacks?<\/strong> <p class=\"schema-faq-answer\">A postback is a process that occurs when a mobile app sends data to an external server, such as the marketing company or ad network that is serving up ads. This process can happen automatically in real time during user activity inside an app or take place after users have completed events.<br\/><br\/><\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1647360559048\"><strong class=\"schema-faq-question\">What Is a Postback Event?<\/strong> <p class=\"schema-faq-answer\">A postback event is an action that a user takes within your mobile app that you want to track. There are three types of postback events: screen views, clicks, and form submissions.<br\/><br\/><\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1651481151091\"><strong class=\"schema-faq-question\">What Is a Postback URL?<\/strong> <p class=\"schema-faq-answer\">A postback URL is a URL that is created by a conversion-tracking platform. This URL is then accessed by an affiliate network when a conversion takes place. When the postback URL is called up, the affiliate network passes on contextual data such as the conversion value, the product name, or the conversion type.<br\/><br\/><\/p> <\/div> <\/div>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n","protected":false},"author":32,"featured_media":44605,"menu_order":0,"template":"","ppma_author":[67],"class_list":["post-15692","glossary","type-glossary","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What Is Postback: Things You Need to Know in Adtech | adjoe<\/title>\n<meta name=\"description\" content=\"Find out the meaning &amp; importance of postbacks in your apps \u2013 as well as the difference between an install postback and in-app event postback.\" \/>\n<meta name=\"robots\" content=\"noindex, nofollow\" \/>\n<meta property=\"og:locale\" content=\"ja_JP\" \/>\n<meta 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