A Server-to-Server (S2S) postback URL allows ClickFlare to send conversion data directly to your traffic source whenever a conversion is successfully recorded within a campaign.
When a conversion occurs, ClickFlare makes an HTTP request to a unique URL provided by the traffic source and dynamically replaces tokens with the appropriate conversion data.
Before You Begin
We recommend reviewing your traffic source's tracking documentation first to identify:
- Supported postback parameters
- Required click ID parameter
- Additional required parameters (such as campaign IDs or account IDs)
- Supported event types
Note: Some traffic sources do not provide or require a click ID parameter.
Understanding Click IDs
Most traffic sources generate a unique click ID for each visitor. This value is used to attribute conversions back to the original click.
In ClickFlare:
- Traffic source click IDs are stored as External IDs.
- The {external_id} token is used to dynamically pass the traffic source click ID back in the postback URL.
Example: How {external_id} Works
Suppose your traffic source sends the following click ID when a visitor clicks your ad:
click_id=abc123xyz
ClickFlare stores this value as the External ID for that visit.
When a conversion is recorded, and a postback is fired, the {external_id} token is automatically replaced with the original click ID value:
https://trafficsource.com/postback?click_id={external_id}&payout={payout}
Becomes:
https://trafficsource.com/postback?click_id=abc123xyz&payout=25.00
This allows the traffic source to match the conversion to the original click and attribute it correctly. Most traffic sources rely on this click ID parameter for accurate conversion tracking.
Build your postback URL
Use ClickFlare's tokens to populate the URL dynamically. Here's a common example:
https://business.newsbreak.com/tracking/attribute?callback={external_id}&nb_value={payout}&event_type=REPLACE
Configuration Steps
-
Enable the Postback URL option.
Navigate to your Traffic Source settings and enable the Postback URL option.
-
Select the Event to Send
Choose the ClickFlare event that should trigger the postback.
Before selecting an event, verify which events are being logged in your campaign by reviewing:
Logs → Event Logs
Common examples include:
- Conversions
- Custom conversions:
lead
sale
purchase
-
Add the Traffic Source Postback URL
Paste the postback URL provided by your traffic source.
If your traffic source does not provide a ready-made postback URL, build one according to their documentation using the required parameters.
-
Use ClickFlare Tokens
Use the Tokens section to insert dynamic values into the postback URL.
- Click IDs
- Payout values
- Transaction IDs
- Campaign IDs
- Custom tracking parameters
Available ClickFlare Tokens
Traffic Source Data
| Data | Token |
|---|---|
| Traffic source Click ID | {external_id} |
| Tracking Fields | {trackingField1} to {trackingField20} |
Conversion Data
| Data | Token |
|---|---|
| Transaction ID | {txid} |
| ClickFlare Click ID | {cf_click_id} |
| Payout | {payout} |
| Additional Data passed by Affiliate Network | {conversionParameter1} to {conversionParameter20} |
ClickFlare Element IDs
| Data | Token |
|---|---|
| Campaign ID | {campaign_id} |
| Landing Page ID | {landing_id} |
| Offer ID | {offer_id} |
| Traffic Source ID | {traffic_source_id} |
Visitor Data
| Data | Token |
|---|---|
| IP Address | {ip} |
| Referrer Domain | {referrer_domain} |
Geo Data
| Data | Token |
|---|---|
| Country Code | {country} |
| Country Name | {country_name} |
| Region | {region} |
| City | {city} |
Device Data
| Data | Token |
|---|---|
| Device Type | {device} |
| Brand | {device_brand} |
| Model | {device_model} |
Important Notes
- Always verify your traffic source documentation to ensure the required parameters are included.
- After configuring the postback URL, test a conversion and review the Postback Logs to confirm that the traffic source is receiving the data successfully.
