By providing in-app user activities and attribution results, postback helps optimize campaigns and accurately calculate attributional credits. Account owners or In-house Marketers can manually configure these settings in Airbridge.
Postback settings are only available in non-SAN channels. While Self-Attributing Networks such as Google Ads, Facebook, and Apple Search Ads do not provide postback settings, only Google Ads automatically sends postback for all events. Please read on for more details about Google Ads postback here.
Airbridge allows the below events to be sent via postback and available events may differ by channel.
Launch Deep Link
Custom Events Postback
In order to send postback for custom events, further configuration with the channel is needed prior to starting a campaign. Please contact your designated Customer Success Manager.
Go to [ Integrations > Integrated Ad Channels > Select Channel > Postback Setting ] to set up postback. By default, the postback is deactivated for each ad channel.
To start sending the postbacks to a specific channel, please click [ Configuration ] button.
In [ Sending Events ] tab, select events you'd like to forward to this ad network.
Basic: Launch, Install, Launch Deep Link
In-app: Standard in-app events + Custom events
From [ Delivery Rule] tab, you can choose in which case to send the postback for each event.
Attributed to this channel only: send postbacks only for attributed events to this channel
Attributed to any channel: send postbacks for events attributed to any channels including unattributed events. It mainly used for re-engagement campaigns.
First events only: send postback for new events only (does not send recurring events)
All recurring events: send postback for both new and recurring events
Press [ Save ] button to complete the postback setting.
How to determine new or recurring events
Airbridge uses ADID(GAID/IDFA) to determine new or recurring events. If a user resets ADID, it will be recognized as a new event.
To send all events attributed to any channels, please read on for more details about all-postback setting.
Click [ Activate ] button in the upper right corner to start sending the postback to this channel.
All-postback includes sending all events incurred in the campaign, including app installation, purchase, add-to-cart and etc, regardless of event attribution. For example, if you choose to send all postback of app installs, app install event data will be sent to the channel no matter what it was attributed to another channel or unattributed(organic).
In retargeting campaigns, it is important to segment user groups and analyze event results based on those groups to optimize conversion. Regardless of attribution, retargeting publishers need as much event data as possible in order to best segment user groups and optimize campaigns. Therefore, setting up and using the all-postback option is critical here.
1. Go to [ Integrations > Integrated Ad Channels > Select channel > Postback Settings > Delivery Rules ]
2. Click gear button in [ Attributed to any channel ] and select the event
3. Click gear button in [ All recurring events ] and select the same event you chose in step 2
The selected events will be sent back to this channel regardless of attribution results.
For some integrated channels, registering postback integration information is required prior to running your campaigns. For registration, you need to insert the ID provided by the channel and this ID will send postback to the corresponding channel. If postback is sent without any registering postback integration information, the corresponding channel will have a limited view of campaign results.
Below, you can find the list of ad channels that require an integration key.
Once you receive the postback integration information ID from the channel, you can insert it under Postback Integration Information as below.
Above 'Integration Information' tab will only show in channels that require the integration ID. Other channels that do not require this integration process will not show the tab.
In the Postback Setting Dashboard, you can view the entire event list and its setting status at a glance.
Event: Event name
Mapping Value: Event name delivered to the channel. If the channel had predefined the event name, then the mapping value will be sent. Otherwise, Airbridge event name will be sent.
Attributed to: Send postback according to attribution result.
This channel only/
First Only: Send postback according to the time of event occurrence
Status: Whether the event is turned on for postback
A different set of lookback windows may be required and you can always choose to edit the lookback window according to your preference. Go to 'Lookback Window Settings (Channel)' and click 'Edit Lookback Window' to make changes by days, hours, and minutes. For further instructions, please visit Lookback window settings guide.
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