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Traffic Source Postback URL

A server-to-server postback URL lets you send data from one server to another by requesting a unique URL via an HTTP (GET or POST) method. In Voluum, a postback URL request to the traffic source is performed when a conversion has been successfully registered within the related Voluum campaign.

Generally, postback URLs include unique parameters defined by the source to send specific data variables when requested. The most common data variable sent within any postback request is a click ID. click IDs are random alphanumerical strings generated by traffic sources to uniquely identify and record inbound and outbound users (clicks). Furthermore, click IDs are used as a standard method to track a unique conversion event per user. In a configured Voluum traffic source entity, click ID tokens are generally mapped into the External ID field in the Advanced Parameters section. The values provided in the Parameter and Placeholder fields are taken from the traffic source. If you use the traffic source template offered by Voluum, then the values will be automatically filled out while loading the template. If you set up your own traffic source entity, you need to find this information in the traffic source's documentation. Furthermore, you need to keep in mind that some traffic sources might not send the click ID variable.

Voluum advanced traffic source parameters

All click IDs sent by the traffic source are then recorded as external IDs in Voluum. The Voluum’s supported {externalid} token then needs to dynamically relay click IDs to the defined postback URL once a conversion is successfully registered.

Voluum traffic source postback URL

Instead of a global postback URL option based solely on a click ID parameter, some sources also require other parameters, for example account IDs or campaign IDs, to be mapped within the supported postback URLs.

Click here to see an example

Below you can find an example how to properly define the traffic source postback URL where there are two parameters: clickid and account ID parameter. 

The 50onRed Intext traffic source uses an account-specific postback URL. The account-specific postback URLs normally contain both a clickid parameter and an account ID parameter: &c={externalid}


  • c: It is a parameter that is used to send information about a unique conversion event per users
  • {externalid} : A Voluum's token that should be mapped to the parameter sending information about the successful conversions
  • v: It is an account ID parameter that is mandatory to be included in the postback URL, if you want to set up 50onRed Intext as your traffic source
  • REPLACE: this is a query string that should be replaced with the value specifically provided to you by the 50onRed Intext traffic source;

To make the traffic source postback URLs work correctly, you must append a unique account ID to a designated parameter within the source’s postback URL. Let's assume that the value of the account ID parameter is 1234, so finally the traffic source postback URL for 50onRed Intext should look as follows:

Available URL Tokens

Voluum offers a broad range of URL tokens that enable you to pass additional data back to the source following conversion. This enables you to then cross-reference data sent from Voluum within your source’s conversion reports.

The available tokens cover the following data variants:

  • Data initially passed from the traffic source: {externalid} and custom variables, such as {var1}, {var2}, {var:variablename}
  • Identifiers of associated elements within Voluum: for example {}, {}, {}
  • Visit and conversion data recorded within the campaign: for example {ip}, {}

Voluum Note: Tokens can be only defined and added to the traffic source postback URL. They cannot be used in the pixel redirect URL. Whether additional data is passed depends on the parameters your traffic source supports in its postback URL. It is highly recommended that you review your traffic source’s tracking documentation to verify which parameters it supports.

Depending what kind of data you would like to pass to the traffic source, you can use the following Voluum's tokens:

Data Type

Available Tokens

Visit Geo Data

{country}, {countryname}, {region}, {city}

Operating system / version

{os}, {osversion}

Browser / version

{browser}, {browserversion}

Device type / Brand / Model

{device}, {brand}, {model}



Conversion data: Transaction ID / Click ID / Payout / Cost model CPA & RevShare

{}, {}, {payout}, {conversion.cost}

The existing {} token has been extended by the {conversion.cost} version. If you still use the {} token, you should immediately replace it with the updated version, because the previous token is already deprecated.

Traffic source data

{externalid}, {var1}{var2}, {var3}{var:variablename}

Referrer data / IP

{referrerdomain}, {ip}

ISP / Carrier / Connection type

{isp}, {carrier}, {connection.type}

Voluum Element IDs

{}, {}, {}{}

Frequently Asked Quesitons

Have more questions? You might find answers below:

What is External ID?

External ID is a traffic source's unique click identifier that was passed to Voluum.

Is there a way to set up multiple postback URLs per traffic source?

You can only fire one traffic source postback URL for each conversion. You can differentiate between various conversion types and fire different traffic source postback URL per event type but it is always one traffic source postback URL per one conversion.

Why am I not seeing conversions in a traffic source?

You need to set up a traffic source postback URL to pass conversion data from Voluum to a traffic source. To do it correctly, you need to first pass traffic source's click ID data in a campaign URL and match it with Vouum's {externalid} token and then pass this value in this token back in a traffic source postback URL.

Why is there a traffic source URL in Live Events section?

Traffic source Postback URL is shown by default in Live events tab to show the Traffic source Postback setup.

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