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Conversions & postbacks

How attribution works, server postbacks, pixels, the landing-page SDK, conversion rules, reversals and partner postbacks.

16 articles

  1. 1How attribution worksThe exact steps the tracking engine runs to match a conversion to a click, an offer, a partner and an amount.Updated October 12, 2026
  2. 2Server-to-server postback referenceEvery parameter, response body and HTTP status of the /pb conversion endpoint, with working examples.Updated October 12, 2026
  3. 3Conversion pixels (image, iframe, JavaScript)Report conversions from the advertiser's thank-you page with /px, /px.gif or /px.js, and how the click is found.Updated October 12, 2026
  4. 4Landing-page SDKInstall sdk.js to keep the click ID on your own domain, join Google Ads clicks by gclid, record direct and organic visits and fire conversions.Updated October 12, 2026
  5. 5The /lp endpoint (gclid joins, direct and organic clicks)Request and response contract of POST /lp, which returns the click ID a landing page should keep.Updated October 12, 2026
  6. 6Conversion rules (CTIT, hold, IP allowlist, postback and fraud rules)Configure the checks that approve, hold, flag or reject conversions automatically, and the order they run in.Updated October 12, 2026
  7. 7Duplicates and de-duplicationWhen a repeated postback becomes a duplicate, an extra conversion or an update, and how to configure it.Updated October 12, 2026
  8. 8Reversals, status updates and adjustmentsCancel, refund, approve later or re-price conversions by postback, in the panel, by API or by CSV — and what happens to postbacks and statements.Updated October 12, 2026
  9. 9Inbound postback log (Received)See every conversion request your workspace received, with its result code, parameters and the conversion it created.Updated October 12, 2026
  10. 10Partner postbacks (outgoing)Notify partners' trackers of their conversions with S2S, image or HTML postbacks — every option, preset and the CSV import.Updated October 12, 2026
  11. 11Postback macros and hashing modifiersEvery placeholder available in outgoing postback URLs, bodies and HTML snippets, how values are encoded, and {name>SHA256} hashing.Updated October 12, 2026
  12. 12Postback delivery, testing and retriesHow outgoing postbacks are sent, retried, logged and paused, and how to test one before going live.Updated October 12, 2026
  13. 13Migration postback (moving from another tracker)Forward conversions of click IDs that belong to your previous tracker, so nothing is lost during a switch.Updated October 12, 2026
  14. 14E-commerce, call tracking and e-mail offersCopy-paste setups for Shopify, WooCommerce, Ringba, Invoca, Retreaver, Stripe rebills and refunds, Optizmo suppression lists and Zapier / Make / CRMs.Updated October 12, 2026
  15. 15WebhooksReceive signed JSON events for conversions, offers, partner sign-ups and access requests, and verify them.Updated October 12, 2026
  16. 16Error and reason codes referenceEvery refusal, status reason and result code — tracking links, conversion postbacks, pixels, /lp, the inbound log, template checks, the simulator and the API.Updated October 12, 2026

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