A postback is a way to notify partner about a target action being performed by a user (for example an install stemming from their campaign). These notifications are usually done in the form of HTTP requests.
However, sometimes ready-made postbacks are not enough:
In these cases, you can create additional postbacks and use them just like the regular ones.
Before you read on, ask your partner for documentation or a description of postback requirements.
We recommend you standardize the naming scheme.
This will make it easier to navigate if postbacks stack up.
Partner name | install
* — required fields.
Now you can set up postbacks for all partner campaigns and add additional postbacks to a specific campaign.
A URL template is a regular URL that uses so-called macros (a special variable that will be automatically replaced with actual values before a postback is sents to an integrated partner).
To create a URL template:
Before saving the form, make sure that the URL template contains all the necessary parameters. Don’t forget to press the Add button to the right of the last parameter for which you specified the name and type. Until you press the button, the parameter won't be added to the URL template.
You can send postbacks for the following events:
Please note that for web applications, you only need re-engagement and custom events postbacks. Each event is described in detail below.
An Install event is logged when a user first installs and launches an app with an embedded myTracker SDK
An Install event occurs regardless of a Launch, but if the user never launches the app, the SDK will not be able to send the install data to the server. Hence, myTracker will not register an install
Unique event: happens on a device only once.
Use case: for most CPI partners, install postback is a must for integration.
Re-engagement occurs when a user launches the app or visits the website after being passive during an "Inactivity window" (30 days by default).
The order of actions leading up to re-engagement (in the context, of mobile devices tracking).
Non unique event: сan happen on a device multiple times.
Use case: re-engagement postbacks are needed if you are running a remarketing campaign to connect with people who previously interacted with your app.
A re-install means a user installed a mobile app again after removing it and being "dormant" during the "Inactivity window" (30 days by default)
The order of actions, leading up to re-installing:
Non unique event: сan happen on a device multiple times.
Use case: re-install postbacks are needed if you are running a remarketing campaign to connect with people who previously interacted with your app.
First payment LT is the first payment in the entire lifetime of a user/device.
First payment CA is the first payment since the last attribution (install, re-engagement or re-install of an app).
An LT event is unique.
An CA event is not unique: it сan happen multiple times over the lifetime of a device (but only once per attribution).
Postbacks on the First payment can be used in campaigns based on the CPA model, where the target event is "turning the user into a paying". They can also be used in combination with regular Install postbacks to inform a partner about the quality of the audience they bring in (provided the partner supports campaign optimization).
The LT version of events should be utilised in user acquisition campaigns, the CA version - in remarketing campaigns.
Payment LT — any payment.
Payment CA — a payment within the current attribution period (postbacks on the current campaign will stop if reattribution is logged).
Both these Events are not unique and сan happen multiple times over the lifetime of an audienceUse case:
Postbacks on the Payment can be used in campaigns based on the "percentage of income" model. They can also be used in combination with regular Install postbacks to inform the partner about the quality of the audience they are bring in (if the partner supports campaign optimization).
The LT version of the event should be utilised in user acquisition campaigns, the CA version - in remarketing campaigns.
These are events that are specific to an app. For example, adding to basket, test drive, and so on App developer set the names for custom events and their parameters by themselves, except for events that are pre-configured in the myTracker SDK (registration, login, invite, and levelling up). Learn more for iOS | Android | Unity | WebUniqueness
You (your programmers) control the uniqueness of events. Depending on the logic you’ve used for an event, it can be either unique (for example, completing a game tutorial) or repeatable (adding to basket).Difference between LT and CA
The difference between the LT and CA versions is exactly the same as for other events. LT events happen over the entire lifetime of an audience, and they are not affected by reattribution. CA events can only happen during the current attribution: from the moment of attribution (install, first visit, re-engagement or re-install) to the next reattribution (re-install of the app or re-engagement).Use case
How you use these depends on the kind of an event and the thinking behind it. The main principles are the same as for the other events:
Custom events are also work well for remarketing lists (for partners that support them, like Google Ads).
If you are not running remarketing campaigns, use LT events only:
The reverse is also true. For remarketing campaigns you should use CA events:
For example, if you enable the "Payment LT" postback, the number of sent postbacks will be equal to the value of the "Transactions LT" metric in reports. And if you enable the "Payment CA" postback, the number of sent postbacks will match the value of "Transactions CA" metric.
Life Time (LT) events and report metrics represent the entire life of a device/user, starting with the first interaction with an app (install or website visit) and until the "death" of the device. Intermediate reattribution does not affect them in any way.
Current Attribution (CA) events and report metrics exist in the context of a single attribution: from the moment of attribution (install, first visit, re-engagement or re-install) to the next reattribution (re-install or re-engagement). What happens outside the current attribution does not affect CA events in any way.
If you still have questions, please contact our support team