Managing Postbacks As A Partner

Learn how to set up and manage postbacks, tracking pixels, server-to-server callbacks, and event tracking for your marketing campaigns.

Overview

A postback is a server-to-server notification that tells your system when a conversion, event, or click happens in Everflow. When someone completes an action through your tracking link — like making a purchase, signing up, or downloading an app — Everflow sends a postback to your server with all the details.

What's Changed Last updated May 18, 2026 ▼

May 18, 2026 Updated

Sub ID and Advertiser ID slots expanded from 1–5 to 1–10. The postback macro picker now lists {sub6}–{sub10} alongside {sub1}–{sub5}, and {adv6}–{adv10} alongside {adv1}–{adv5} (subject to your network admin's Macro Parameter Visibility settings). Add the new macros to your postback URLs the same way as the lower-numbered slots.

This guide covers how to set up, manage, and troubleshoot your postbacks in the Partner Platform.

Types of Postbacks

You can set up postbacks to track three types of actions:

Type

What It Tracks

Example

Conversion

The main goal of the offer

A product purchase, app install, or form submission

Event

Secondary actions beyond the base conversion

Newsletter signup, upsell, subscription renewal

CPC (Click)

Clicks on cost-per-click offers

A user clicks your ad or link for a CPC campaign

Setting Up a Postback

Open the Postbacks section — Go to Postbacks in your Partner Platform navigation.

Create a new postback — Click the + Postback button in the top right.

Select the tracking type — Choose Conversion, Event, or CPC depending on what you want to track.

Set the scope — Choose Global to fire for all offers, or Specific to fire only for a particular offer.

Choose the method — Select Postback for server-to-server tracking (recommended) or HTML Pixel for browser-based tracking.

Enter your postback URL — Paste your server endpoint URL with the appropriate parameters (see Common Parameters below).

Common Postback Parameters

When building your postback URL, use these parameters to pass conversion data to your server. Everflow replaces each parameter with the actual value when the postback fires.

Parameter

What It Passes

{transaction_id}

Unique ID for the conversion

{offer_id}

The offer associated with the conversion

{payout}

Your payout amount for this conversion

{sub1} – {sub5}

Custom sub-parameter values you passed in the tracking link

{adv1} – {adv5}

Advertiser-defined parameter values

{source_id}

Your traffic source identifier

{event_id}

The event type ID (for event postbacks)

Pro-Tip:

Start simple. A basic postback URL with {transaction_id} and {payout} is enough to get started. You can always add more parameters later as your tracking needs grow.

Global vs Specific Postbacks

Global Postback

Fires for every conversion across all your offers. Set it once and it applies everywhere.

Best for: Partners who use a single tracking platform (like their own reporting dashboard) and want all conversion data in one place.

Specific Postback

Fires only for conversions on a specific offer. You can set different postback URLs for different offers.

Best for: Partners running different offers through different platforms, or when an ad network (like Meta or TikTok) requires its own dedicated postback.

Managing Your Postbacks

Find all your postbacks under the Postbacks section in your navigation

Click the

menu on any postback row to edit, pause, or delete it

Check postback delivery status in Reporting > Postback

Click View Debug Info from the

menu to see full request/response details for troubleshooting

Postback Deactivation

Everflow automatically deactivates postbacks that repeatedly fail to protect system reliability. Note: Auto-deactivation applies ONLY to the Postback delivery method. HTML pixels and social integrations are not auto-deactivated. Here's how it works:

Retry logic — Everflow fires a maximum of 5 attempts to reach your server before counting it as a single failure

What counts as a failure — A failure means no response or an error code (like 404). Any 2xx code (including 204 No Content) is a successful response

Deactivation threshold — The postback is automatically deactivated when it logs at least 10 consecutive failures and the first-to-latest failure span exceeds 72 hours. A fast burst of failures inside a single 72-hour window won’t trigger deactivation on its own — the failures need to keep happening past the 72-hour mark.

Notification — All Super Users and your Affiliate or Advertiser Manager are notified when a deactivation occurs

Why do postbacks get deactivated unexpectedly? A postback can fail even when your server is healthy. This happens when the postback fires for traffic that doesn't include a required parameter (e.g., a Facebook Click ID). If the postback URL expects that parameter but the traffic came from a different source, the postback fails — and once a consecutive failure streak (10+ failures) stretches past 72 hours, the postback is auto-deactivated. If this happens, check your Postback Report to identify which traffic source caused the failures, then consider using a Specific postback (scoped to the relevant offer) instead of a Global one.

Worked example: fast bursts don’t deactivate, slow drips do

A partner once saw 114 failures inside a 20-hour window — the postback stayed active. Six days later, one more consecutive failure arrived, which pushed the first-to-latest failure span past 72 hours. That is when the postback was auto-deactivated. So if you’re troubleshooting a deactivation, look at how far apart the first and last failures were, not how many fired in a single day.

Troubleshooting

Postback was deactivated

Go to Reporting > Postback to see which postbacks failed and why. Re-enable the postback after fixing the issue. If failures were caused by mixed traffic sources, switch from a Global postback to offer-specific ones.

Conversions aren't showing up in my system

Check that your postback is active (not paused or deactivated). Use View Debug Info to confirm Everflow is sending the postback and your server is returning a 200 response. Verify the postback URL parameters match what your system expects.

Postback fires but data is missing

Make sure the parameters in your postback URL (e.g., {transaction_id}, {sub1}) were actually passed in the original tracking link. If a sub-parameter wasn't included in the click, it will be empty in the postback.

Postback fires for wrong traffic

If you're using a Global postback, it fires for ALL conversions — including offers that don't match the postback's expected format. Switch to Specific postbacks scoped to individual offers to prevent this.

Pro-Tip:

Always test your postback with a test conversion before going live. This confirms your server receives the data correctly and all parameters populate as expected. Check the Postback Report after testing to verify delivery.

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