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.
For most integrated partners we've already configured postbacks — all you need to do is set the sending mode (see the Sending postbacks section).
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.
For example:
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 MyTracker will replace with actual values before sending a postback to an integrated partner).
To create a URL template:
http://site.com/postback/
You can type parameters in the URL template field or add them using the following instructions
mtpc_
prefix in JSON object.Before saving the form, make sure that the URL template contains all the necessary parameters. Do not forget to click Add to the right of the last parameter for which you specified the name and type. Until you click, the parameter will not be added to the URL template.
You can send postbacks for the following events:
For a mobile app, you can send any postbacks listed. For web apps, only new users, re-engagements, registrations, authorizations, custom payments are valid.
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.
New user is an authorized user who appeared in the project for the first time. The "New user" event occurs when MyTracker logged the first event with the user ID.
The first event can be not only registration, but also authorization, payment, etc. This is possible if the user registered in the application before the app developer connected the MyTracker SDK and configured the user ID transfer.
Unique event: happens only once.
Use case: postbacks are needed if you are optimizing the user engagement campaigns. Postbacks show the actual number of new customers, who may have installed the app on multiple devices or switched mobile and web platforms. Learn more
Re-engagement is the activity before which a user has not interacted with the app within the "Inactivity window" (by default, 30 days).
Activity involves a registration, authorization, launch, website visit, in-app impression, or payment.
You can send re-engagement postbacks by device and user:
As an example, consider the order of actions leading up to the mobile re-engagementd:
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).
Use case: 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 utilized 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 a user/device
Use 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 brought in (if the partner supports campaign optimization).
The LT version of the event should be utilized in user acquisition campaigns, the CA version — in remarketing campaigns.
First custom payment LT is the first payment in the entire lifetime of a user/device,
uploaded to MyTracker via S2S API.
First custom payment CA is the first payment since the last attribution (install, re-engagement, or re-install of an app), uploaded to MyTracker via S2S API.
For details about custom revenue, refer to the Revenue tracking section
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).
Use case: postbacks on the first custom 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 and Registration 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 utilized in user acquisition campaigns, the CA version — in remarketing campaigns.
Custom payment LT — any payment, uploaded via S2S API.
Custom payment CA — a payment within the current attribution period,
uploaded via S2S API (postbacks on the current campaign will stop if reattribution is logged).
For details about custom revenue, refer to the Revenue tracking section
Both these Events are not unique, and сan happen multiple times over the lifetime of a user/device
Use case: postbacks on the custom payment can be used in campaigns based on the "percentage of income" model. They can also be used in combination with regular Install and Registration postbacks to inform the partner about the quality of the audience they are brought in (if the partner supports campaign optimization).
The LT version of the event should be utilized in user acquisition campaigns, the CA version — in remarketing campaigns.
First registration LT is the first registration in the entire lifetime of a device.
This postback relates to Event LT metrics named mt_registration
.
Note it is postbacks on a device event, not users.
It means that if a user has multiple accounts in the app,
only one registration will be the first.
Unique event: happens on a device only once.
Use case: postbacks on the first registration can be used in campaigns based on the CPA model, where the target event is "the user registration". 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).
Registration LT — any registration on the device.
Registration CA — a registration within the current attribution period
(postbacks on the current campaign will stop if reattribution is logged).
This postback relates to Event LT metrics named mt_registration
.
Note it is postbacks on a device event, not users.
Both these Events are not unique, and сan happen multiple times over the lifetime of a device. For instance, two users or one user under different accounts can register on the same device.
Use case: postbacks on the registration can be used in combination with regular Install postbacks to inform the partner about the quality of the audience they are brought in (if the partner supports campaign optimization).
The LT version of the event should be utilized in user acquisition campaigns, the CA version — in remarketing campaigns.
First authorization LT is the first authorization in the entire lifetime of a device.
This postback relates to Event LT metrics named mt_login
.
Note it is postbacks on a device event, not users.
It means that if a user has already authorized on other devices,
authorization on a new one still is considered the first.
Unique event: happens on a device only once.
Use case: postbacks on the first authorization can be used in campaigns based on the CPA model, where the target event is "the user authorization". 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).
Authorization LT — any authorization on the device.
Authorization CA — an authorization within the current attribution period
(postbacks on the current campaign will stop if reattribution is logged).
This postback relates to Event LT metrics named mt_login
.
Note it is postbacks on a device event, not users.
Both these Events are not unique, and сan happen multiple times over the lifetime of a device.
Use case: postbacks on the authorization can be used in combination with regular Install postbacks to inform the partner about the quality of the audience they are brought in (if the partner supports campaign optimization).
The LT version of the event should be utilized 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 | Flutter | Web
UniquenessYou (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 CAThe 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 caseHow 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:
If you have already figured out the LT (LifeTime) and CA (Current Attribution) report metrics, then understanding the postback events algorithm will be a breeze. The same logic applies.
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.
LifeTime (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