The Evolution of Postbacks in iGaming
Postbacks are now a standard across iGaming due to increased regulation, mobile-first campaigns, and need for precise tracking – but how are they increasing ROI for operators and affiliates alike? Max Bennet, Technical Account Manager at RavenTrack, explains the latest buzzword.
There are many different ways to track affiliate efficacy, but one of the best ways (and the method that’s fast becoming a fan favorite) is postback tracking.Â
But what is it, how does it work and why do you need it?
Postback tracking is simply a more accurate and secure method of real-time event tracking compared to traditional pixel-based methods. It allows our operators to monitor conversions instantly, which enables faster optimization, increases server-to-server reliability and speed, as well as better attribution and ultimately, higher ROI.
How postbacks work
- The user clicks an affiliate link
- Unique ID and tracking parameters are logged
- A conversion (e.g., registration, deposits or FTD) happens
- The operator’s server sends a postback to the affiliate’s tracking system
- The affiliate is notified in real-time
Where postbacks improve on traditional tracking is better accuracy, transparency, and campaign optimisation – which is why postbacks are now a standard across iGaming. Postbacks answer a host of operator pain points, such as increased regulation, the dominance of mobile-first campaigns, and the ever-present need for precise tracking.
In the past year, we’ve seen an increased demand from operators and platforms to work with postback-ready affiliates, and it’s easy to see why.
Benefits of Postbacks for Affiliates
Tracking postbacks is really important, as it allows for real-time conversion data and improves performance insight. They also help eliminate tracking discrepancies as well as enabling better automated reporting and campaign management. And one of the key things that has benefited both operators and their affiliates, is that postbacks support more advanced affiliate marketing strategies.
They do this by allowing immediate data-driven decision making on product placement within PPC campaigns. It puts a plug in revenue leakage, allowing affiliates to optimise and perform at their highest level.
Read Also: The Future of Affiliate Marketing in Africa: Why Tracking Matters – A Podcast wit RavenTrack
Affiliates can also pass dynamic parameters (like keyword, ad ID, media source, etc.) in tracking links. That means when a conversion happens, the postback includes those same parameters, allowing affiliates to trace which keyword, creative, or placement led to the action.
This enables them to quickly identify underperforming vs. high-performing placements and make real-time changes to bidding strategies or ad copy, which is especially valuable for PPC, native ads, and paid social campaigns.
How RavenTrack Supports Postback Tracking
A one-time setup connects your gaming platform through a secure webhook API, configured on an affiliate-by-affiliate basis with a straightforward, user-friendly flow. Once connected, data is delivered in real time, typically within 5 seconds, ensuring instant visibility into performance across every partner. The integration supports up to 11 fully custom parameters, with an average implementation time of just 2 minutes per affiliate. This setup offers full flexibility in endpoint configuration, granting 100% data autonomy and granting increased data control from once a day to real time, resulting in cleaner insights, faster decision-making, and more accurate performance tracking across campaigns. No recurring setup, no ongoing maintenance, just a smooth, one-time connection that keeps your data flowing exactly how you want it.
Author: Max Bennet, Technical Account Manager at RavenTrack
