Voluum Documentation

Postback URL: Overview

A server-to-server (S2S) postback URL enables the delivery of the offer conversion back to the associated Voluum campaign. S2S postback URLs are the most secure and reliable method to count conversions, thus it is highly recommended to use this form of automated tracking whenever you can. Voluum postback URLs are unique to each account and are supplied in both a secure (HTTPS) and nonsecure (HTTP) format.

When using the postback URL, Voluum requires specific parameters for conversion tracking to work correctly. There might be four distinct parameters in the (secure) postback URL:

  • Basic setup:

    • cid: It is dedicated to passing Voluum’s click ID. The parameter is required to track the registered event.

    You might find also other parameters that are used to pass additional information about the registered tracking event:

    • payout: It is used to pass the revenue amount per conversion; optional parameter

    • txid: It is used to pass a unique transaction ID for each conversion; optional parameter

    To read more about the basic parameters in the postback URLs, go to the Parameters in Postback URLs article.

  • Advanced setup:

    • et: It is used to track different conversion types; optional parameter

      The purpose of this article is to present the main idea of using the (secure) postback URLs, so the setup of the custom conversion types is not going to be discussed. For more information on this topic, go to the Tracking Offers with Custom Conversions guide.

Tracking Conversions with a Postback URL

In order to track conversions and make the (secure) postback URL working, you need to:

  1. Pass Voluum click ID value in a {clickid} token to an affiliate network platform. To do that, take the Voluum {clickid} token and match it with the adequate parameter from the affiliate network from which you have got the offer. Next, append them to the offer's URL. This topic was covered in the Creating an Offer Element article

  2. Submit postback URL to an affiliate network platform to receive Voluums click ID passed in an affiliate network specific parameter. To do that, copy the (secure) postback URL from Voluum and then, change the REPLACE and OPTIONAL strings with affiliate network-specific tokens. Once the strings are replaced, paste the postback URL into the affiliate network's panel. To learn more, read the Submitting a Postback URL to an Affiliate Network Platform article.

Postback URL

In the Voluum platform where the click conversions are registered, a unique clickid value is generated for the click. This unique clickid will be sent to your affiliate network and then, the affiliate network captures it. When the conversion is registered in the affiliate network and the clickid is passed back to Voluum via S2S postback URLs. When the postback URL gets sent back to Voluum from the network, the clickid is used to associate it to the original click.

This is the reason why it is necessary to pass clickid to the network. The parameters used to pass values are specific for each different network (or group of networks).

Let's start with a simple example of the postback URL that you need to paste into the affiliate network.


The clickid is passed to the network and next, compared to the clickid that is passed back; when it is matched in the Voluum platform, the conversion is registered. To make this work, Voluum will pass the clickid to the network using the {clickid} token in the offer URL.

An example of the offer URL: http://my_offer.com?s2={clickid}

When that offer URL is clicked, the {clickid} is replaced with a unique value, for example c384EFV6JHQODRN70575OK6UG5. Below you can take a look at the offer URL sample with the unique clickid value:


Upon click, the postback URL is used to send back the recorded clickid from the network and it looks as follows:


The above example presents the simplest version of the postback URL. Parameters used in the offer URL such as s2 and placeholder used in the postback URL such as #s2# are only provided for the example's purposes. In the real live campaigns, they need to be in compliance to those ones which are supported by your affiliate network.

Secure Postback URL

Some affiliate networks require using the secure postback URLs (https://). It means that there is an encrypted connection between the server and your visitors' web browser. The secure postback URL has exactly the same parameters and placeholders as the postback URL, but all data is sent using the HTTPS protocol.


Voluum Note: If you have registered to Voluum on 1st of December 2017 or later, you need to manually turn on Secure Socket Layer (SSL) for your Dedicated Domain in the Domains tab to get the secure postback URL. Once the SSL has been enabled, the secure postback URL will be automatically generated for you containing the Dedicated Domain's name.

For more information, go to the Enabling SSL for a Dedicated Domain article.

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