An ad network sent us a postback URL full of {macros}. What actually gets sent to them?
They asked us to set up a postback URL template full of curly-brace placeholders. I get roughly what it's for, but not what actually gets sent or when.
Answer from the Linkrunner team
A postback is a server-to-server HTTP request that tells an ad network a conversion happened, such as an install or a purchase, so it can optimise delivery and reconcile billing. Because it runs between servers, ad blockers and browser restrictions do not affect it. The network gives you a URL template with macros, and your MMP fills them in when it fires the postback. Common ones are {click_id}, {device_id}, {event_name}, {revenue} and {campaign_id}. A typical postback carries the event type, timestamp, advertising ID, campaign and ad group IDs, click ID, revenue for purchase events, and any custom parameters you define. Use HTTPS, and add the network's authentication token or signature where it supports one. Start with install postbacks, then add three to five key events, including revenue with a currency code, so the network can optimise for value rather than volume.
More on this: linkrunner.io/glossary/what-is-a-postback