What is Postback URL tracking and how is it different from Conversion Pixel?
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If you are an affiliate or running Display Advertising campaigns, where most of the advertisers pays you on a sale or conversion basis, it is very important for you to spend your advertising budget wisely to get better results. Let’s say you optimize your advertising/marketing campaigns based on interest based targeting, done all the behavioural targeting what is available. You have done everything correct in terms of finding the right targeted audience, selecting the best websites where your ads should be shown and all, you are getting good CTR but still your are not getting enough conversions(it can be getting a form filled or a Sale) what should be your next metrics for Optimizing more efficiently.  Here comes the utility of Conversion Pixel.

But!! What is a Conversion Pixel??             

A Conversion Pixel is a web beacon or code (JavaScript/Image) which is placed on the Thank you/Confirmation page on the advertiser side. Once it’s placed on the site, whenever a conversion (such as purchase or a registration) happens on the site, this pixel gets fired and a conversion gets recorded on the Ad serving platform. This functionality is mostly available on all adservers and now it’s been recognized by many affiliate systems as well.  All you need to do is extract the conversion pixel from the system(adserver or Affiliate) which you are using and get it placed it on the Advertiser website. This is a very effective method of optimization for the affiliates/Advertisers/Adnetworks as once the campaign gets started, they can easily figure out where the conversions are coming from and where they should be spending their advertising budgets.

Funda is simple, when an Ad is served, a cookie gets dropped in the user’s browser. If the user is interested on the ad he/she will click on the ad and may be fill the form as well. All these information about the click and conversion, this cookie records and send’s it back to the server and the conversion is shown against the Ad. But what if user has cleared the cookie or may have disabled it, then the conversion will not get recorded in the system, even though it has taken place. Let’s take another scenario user clicks on an ad, makes a purchase, and then confirms the sale through receiving a text message or a missed call(basically Offline away from the browser). That conversion needs to be recorded in the system for better optimization.

Question is How can we tie these conversions to an Ad? This problems is solved by Server-Side Pixel or a PostBack URL tracking.

What is a Server-Side Pixel or a PostBack URL tracking?

Wikipedia describes as:


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