Understanding ‘Postback’

Introduction

Sending the ‘postback’ to the ad partners(media) is an essential step for operating campaign. In this article, you will learn what is ‘postback’ and why it is important. Also, you will learn to set the postback options for your media partners.

What is ‘Postback’?

‘Postback’ is sending the data collected by adbrix to the end-point which the client wants to be sent. Usually, media utilizes postback feature to check the campaign results and to receive in-app event data for campaign optimization.  

Why Do They Matter?

The main three reasons why ‘postback’ is important are as follows.

1. Campaign Performance Optimization

Media can optimize the campaign performance by utilizing the data received from the postback. They collect data like  ‘New Install’, ‘Log-in’, ‘Purchase’ and other in-app events by receiving postback to set the standards and strategies to improve the campaign performance.

For example, if you want to acquire new users with less cost, the main strategy will be controlling inefficient traffics raising up the costs. With this in mind, you can cut off the inefficient media(media with low ‘New Install’ count) and re-allocate your budget to well performing media. Since they do not have direct SDK integration with the app clients, receiving postback is essential for the optimization.

2. App Install Campaign

To track the ad performances, you need to integrate the SDK of each one of media you want to run campaign on. However, integrating a multiple SDK affects your app’s stability, and even if you do integrate them all, there will be consistency issues regarding the standard of the performance tracking, because each media has their own standard of analyzing the performance. Moreover, because of the fact that each media cannot know other media’s performances, sometimes they mistakenly claim other media’s credit as theirs. With adbrix’s just one SDK, you can apply the same standard for the ad performances without overlapping attribution.

3. Audience Targeting

With postback, you can target a specific user group to run campaign on. This is especially efficient for the re-engagement campaign. For example, the users who have added the product to cart, but have not purchased them yet, have higher chances for purchasing them. By targeting this group of users, it is likely to get a much higher conversion rate. However, the media do not have any user data of the app, so it is important for client to send postback data to the media for such campaign strategy implementation.  

Postback of adbrix

• adbrix supports ‘All postback’ and ‘Only Postback’ conditions to deal with diverse campaign options.
• Following are the conceptual diagram and its explanation of the ‘Postback Scope’.

Postback Scope

Explanation

App Open Event Postback Setting

1. Start the setting page

a. Move to Attribution > AD Tracking menu.
b. Search for the channel you want to send postback, and click on ‘Configure’.
c. Activate by clicking on the ‘Enable’ button.
d. Click on ‘Postback’ tab at the top.

2. How to set the ‘App Open Postback’

The ‘App Open Postback’ means sending the ‘App Open Event’ data occurred by the ‘Ad-Touch’ to the media. You can run the campaigns utilizing ‘New Install’, ‘Re-Install’ and ‘Deep-link Open’ events.

a. Check on the ‘App Open Attribution Type’ and control them by clicking on and off.
b. Decide the scope of the postback data with ‘Postback Scope’.
c. You can check or modify the ‘Postback Endpoint’ with ‘View/Edit’ item.
d. Click ‘Save’ to complete.

App Open Attribution Type

State 

• On: Start sending postback. Sends the ‘App Open’ data following the condition.
• Off: Stop sending postback.

Postback Scope

• Only: ‘App Open Event’ data made by the selected media’s ‘Ad-Touch’ will be included in the postback.
• All: All the ‘App Open Event’ data in the app will be included in the postback.

NOTE: Refer to the postback scope diagram.

Postback Endpoint - View/edit

• You can check the default postback settings of the media.
• It is recommended to keep it as default unless you have received a request to change.

In-App Event Postback Setting

1. Start the setting page

a. Move to Attribution > AD Tracking menu.
b. Search for the channel you want to send postback, and click on ‘Configure’.
c. Activate by clicking on the ‘Enable’ button.
d. Click on ‘Postback’ tab at the top.

2. How to set the ‘In-App Event Postback’  

Understanding ‘In-App Event’ Postback

‘In-App Event’ postback means sending the user activity data of an app to the media. For example,  if you have integrated API to track ‘Complete Sign-up’ event, when user A finishes the sign-up process, adbrix sends the activity data(sign-up) to the media. With this process, you can run CPA(Cost Per Action) campaigns and re-targeting campaigns.

a. Check on the ‘In-App Event Name’ and control them by clicking them on and off.
b. Decide the scope of the postback data with ‘Postback Scope’.
c. Control the standard point of ‘App Open Attribution Types’ of the event with the ‘State(on/off)’.
d. Set the ‘Lookback Window’ for the attribution. (The time period you grant credit to the media)
e. You can check or modify the ‘Postback Endpoint’ with ‘View/Edit’ item.
f. Click ‘Save’ the complete.

State

• On : Start sending postback. Sends the ‘In-App Event’ data following the condition.
• Off : Stop sending postback. 

Postback Scope

• Only : ‘In-App Event’ data made by the selected media’s ‘App Open’ will be included in the postback.
• All : All the ‘App Open Event’ data in the app will be included in the postback.

NOTE: Refer to the postback scope diagram.

Postback Endpoint - View/edit

• You can check the default postback settings of the media.
• It is recommended to keep it as default unless you have received a request to change.

In-App Event postback conditions - App Open Attribution Type

• New Install : Check whether to send ‘In-App Event’ data happened after the ‘New Install’ within the ‘Lookback Window’.
• Re-engagement : Check whether to send ‘In-App Event’ data happened after the ‘Re-Install / Deep-link Open’ within the ‘Lookback Window’. But the deep-link setting should be applied for the ‘In-App Event’ to be sent after the ‘Deep-link Open’.

‘In-App Event’ postback conditions -  State

• On : Start sending postback. Sends the ‘In-App Event’ data following the condition.
• Off : Stop sending postback.

In-App Event postback conditions - Lookback Window

• Set the limitation of the period which the ‘In-App Event’ postback is sent after the ‘App Open Attribution’.