What is an Advertiser Postback?

When your Advertiser sees a conversion from a click generated from your tracking link, they send that successful conversion data to your Advertiser Postback so that it can be tracked in your Everflow instance.

In the diagram below, *you* are the Network:


Locating your Global Postback URL

You may want to provide your Advertiser with a Global Postback URL, which can be used for any/all Offers using Server Postback (S2S) as the Conversion Method. Please note that a Global Postback URL for Events does not exist - this is ONLY for Base Conversions.

Navigate to Control Center - Configuration.


Locating your Advertiser Postback for an Offer

We recommend using the Postback found on the Offer page, as it helps with confirming that the Conversion Method and Revenue & Payout settings are properly defined. If they are not defined properly, the Postback shown here will be incomplete or incorrectly formatted.

Navigate to Offers - Manage, and click on the Offer for which you would like to get the Postback. Find the Conversion Method card.

Please note that the drop-down defaults to the Base Conversion. You can find the Event Postbacks by selecting the Event from the drop-down menu.


How to Receive Dynamic Sale Amount

For Offers using Revenue and Payout types such as RPS (Revenue Per Sale) / CPS (Cost Per Sale), the amount received is used for calculating the Partner Payout. For example:

  • Payout Setting: 10% CPS
  • Sale total = $100
  • Partner's payout = $10

If you want to receive a dynamic sale amount for each conversion, you will need to
append &amount= to the postback. Please note that the Postback URL provided on the Offer page will include this parameter automatically if the defined Revenue & Payout settings require a sale amount for these calculations.


Implementing the Advertiser Postback

You will need to either:

  • send the Postback to your Advertiser, OR
  • set up the Postback in your Advertiser's platform.

In either case, the TRANSACTION_ID placeholder should be replaced by your Advertiser's click ID macro. This macro varies depending on the Advertiser and their platform, which is why we use placeholders as shown here:



Testing your Advertiser Postback

Once the Postback is implemented on the Advertiser's side, you can ask your Advertiser to fire a conversion to test the postback integration using an Advertiser Test Tracking Link, which can be found on the right side of the Offer's Tracking Links tab.



If you're having issues testing the Advertiser Postback, here are a few things to check:

  • Be sure that you are passing the {transaction_id} in the Base Destination URL, and that your advertiser is properly returning that information from their side.

For example, if your advertiser gives you the tracking link:


then your Base Destination URL will look like this:


and your Postback implemented on their side will look like something like this:


  • We recommend you ask your Advertiser to implement the postback on their side, as the brackets used around their macros can vary depending on their platform. For example, their macro to return your transaction_id could be [s1], {s1},(s1), or even something different. For a cheat sheet on formats used by select commonly used platforms - [Click Here].
  • To check the status of your Advertiser Postbacks, navigate to Reporting - Advertiser Postback, and run the report. If you're having trouble figuring out the issue, please reach out to the Customer Success team.


Advanced Postback Options

Conversions without a Transaction ID (Clickless)

If the Advertiser or MMP wants to fire conversions into Everflow without an associated Transaction_ID (i.e. click), the Postback must include the Offer ID (oid) and Affiliate ID (affid).


Fraud Flags from MMPs

For mobile MMP campaigns, you can add additional parameters for receiving relevant fraud indicators. This allows the MMP or Advertiser to send you data when the conversion is deemed fraudulent on their side so that you are able to identify and block those conversions and traffic sources via SmartSwitch.

Append the following parameters to the Advertiser Postback: &fraud_code=&fraud_flag=&fraud_reason=

When the conversion received includes &fraud_flag=1, then the conversion will be rejected. When fraud_flag=0, the conversion is considered non-fraudulent and nothing will be passed under fraud_code. Additional non-mandatory parameters outlining the reason may be passed under fraud_reason.

Additional Parameters that can be Returned by Advertiser Postbacks

&adv1= Advertiser Sub ID 1
&adv2= Advertiser Sub ID 2
&adv3= Advertiser Sub ID 3
&adv4= Advertiser Sub ID 4
&adv5= Advertiser Sub ID 5 

&amount= Sale amount (will be used in a context of RPS)
&timestamp= Unix timestamp of the action (i.e. install) in the advertiser system
&order= Specific to e-commerce integration, JSON payload associated to the order
&user_ip= The IP of the user to be passed in to the Conversion IP field in Everflow. In the absence of this value being passed, the conversion IP will be the IP of the server which fired the conversion.
&order_id= The order ID specifically for e-commerce.

&email= The email address used during the order, specifically for e-commerce.

&order_number= The order number from the purchase, specifically for e-commerce.
&currency= The currency of the sale, this will be converted automatically into the currency set at the account or offer level. You can include the 3 letter ISO acronym as the currency parameter in the postback. Please see here for details on ISO codes. (i.e ...&currency=USD). When adding the currency to the SDK, please use the parameters object inside the EF.click() method to pass it as a string.



We've assembled a superstar team of industry veterans that are available around the clock to make sure that your issues are resolved and questions are answered. You can reach out any time in-platform via Chat or by emailing support@everflow.io.

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