Postback Settings

Yeji JeonWritten by Yeji Jeon,

Airbridge collects data and shares it with ad channels via postbacks. The data includes details such as event name, event timestamp, and more.

Using the data sent via postbacks from Airbridge to ad channels, you can optimize campaigns and make strategic decisions about budget allocation.

Postback Configuration

The access level varies depending on your app role in Airbridge:

  • Owner and In-House Marketer users can configure postbacks.

  • Agency and Media Partner users, if authorized, can view postback URLs.

To configure postbacks, navigate to the [Postback] tab of each ad channel’s page in the Airbridge dashboard.

Postback configuration by ad channel

Postbacks can or can't be configured for the ad channels below.


Postback Configurable


Postback Not Configurable

- All ad channels listed on the [Integrations]>[Ad Channel Integration] page

- By default, Google Ads (google.adwords) receives all events via postbacks.

- Search ad channels such as Apple Search Ads (apple.searchads)

- Custom Channels

To configure postbacks by ad channel, navigate to [Postback]>[Event Schema] and click Configuration.

You can also find the list of ad channels receiving postbacks in the “Postback” section of the [Integrations]>[Integration Overview] page. For more details about the [Integration Overview] page, refer to this article.

How to submit postback integration key

Some ad channels require postback integration key to receive postbacks. Get the key from the respective ad channel, navigate to [Postback]>[Integration Info] or [Postback]>[Event Schema], and click Configuration to submit the key.

Below is the list of ad channels that require postback integration key. For detailed instructions on getting the key, refer to the articles that provide instructions for integration per ad channel.

How to select postback events

Select events to send via postbacks and configure the delivery rules.

1. Navigate to [Postback]>[Event Schema] and click Configuration. Submit the postback integration key if necessary, and select the events to send via postbacks.

The events must have been predetermined to be sent by Airbridge and the ad channel. To send events that are not predetermined, you need to create postback URLs.

2. Configure delivery rules for selected events. Click the [gear] icon to specify the events subject to each delivery rule.

The delivery rules are divided into 2 categories, and only 1 rule per category can be configured for each event. Therefore, the selected events are subject to a total of 2 rules.

For more details about the delivery rules and categories, refer to the below.

For effective retargeting campaigns, it is recommended that you send all collected events via postback, regardless of their attribution results or recurrence. Limiting postback to attributed events may affect the optimization of retargeting campaigns targeted at potential users.

To send all events, configure the delivery rules as below:

  • Attributed to: Send all events regardless of attribution results

  • First only: Send all collected events

3. After configuring the rules, click Save.

Postback configuration overview

In the [Postback] tab of each ad channel’s page, you can navigate to [Event Schema], [Delivery Rule], [Postback URL], and [Integration Info] and view your postback configuration.

For more information, refer to the table below.




Event Schema

For viewing the list of events being sent via postbacks and their event details

Delivery Rule

For managing delivery rules configured for each event

Postback URL

For creating and managing postback URLs

Integration Info

For submitting and viewing postback integration key; Only available in ad channels that require the key

Postback URL Configuration


Postback events have a direct impact on your campaign optimization and budget allocation. Consult with your Airbridge CSM before creating a new postback URL or modifying an existing one.

Postback URLs allow you to send some supplementary events via postbacks. The events below require postback URLs:

  • Standard Events not predetermined to be sent

  • Custom Events

Navigate to [Postback]>[Postback URL] to create and manage postback URLs.

How to create postback URLs

Follow the steps below to create postback URLs.

1. Navigate to [Postback]>[Postback URL] and click + Create Postback URL.

2. Select one or more events that require postback URLs. Select all events that use the same URL structure.

3. Configure necessary parameters. For detailed instructions, refer to the below. Click Import Existing URL to use preconfigured postback URLs.

4. After configuring the URL, click Save.

How to modify postback URLs

Navigate to [Postback]>[Postback URL] and click the [gear] icon to modify postback URLs.

Make sure to discuss with the ad channel in advance if you want to make changes to the Event Identifier (Channel) property, which is the postback event name displayed in the respective ad channel’s dashboard.

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