Accepting postbacks with no click IDs

The iOS 14.5 update has introduced a major change to mobile tracking on Apple devices. While Voluum tracking hasn't been affected by this directly, the update had changed a lot for ad networks and mobile attribution tools that work with Voluum.

From now on, Apple itself handles conversions and only passes limited information (for users that have opted out from tracking) to mobile attribution tools. These tools, such as AppsFlyer, that used to track app installs and in-app activities, are now left off without the crucial information - who generated a conversion.

This caused problems for users that use Voluum and AppsFlyer to track their iOS apps, as Voluum didn't accept postback without the user identifying data - click ID. This problem has been addressed and from now on Voluum can accept such postbacks.

What is Click ID Used for?

Click ID is an alphanumerical string of characters that uniquely identifies a visitor across the campaign funnel. If AppsFlyer won't be able to pass a click ID back to Voluum (because IDs of users that opted out for tracking are handled by Apple), there will be no way of telling, which visitor generated a conversion.

What Are The Limitations of Tracking Conversions Without Click ID?

There will be the following limitations in Voluum reports when tracking conversions without click ID:

  • Visit timestamp will be the same as postback timestamp

  • The conversion is not connected to the rest of the campaign funnel, so there will be no way of connecting a conversion with an offer, lander, affiliate network. Additionally, you will lose traffic source URL variables (cost, externalId, custom variables), user agent, visit/click timestamp time to install, referrer/referrer domain, ISP, country, region, city, language, mobile carrier, connection type, proxy, device, brand, model, browser, OS

  • Each postback is unique, there is no option to filter out duplicates

  • IP of the conversion will be the IP of an affiliate network's conversion reporting system or, in case of a client-side conversion (conversion tracking pixel), visitor’s IP

  • The currency of the conversion is USD by default, unless currency information is passed using the currency parameter

What Elements a Conversion Can Be Attributed To?

If a given conversion can't be attributed to a concrete click ID and the fallback parameter is included, Voluum will allow postbacks that pass the following identifying elements:

  • Campaign ID

  • Lander ID

  • Offer ID

  • Path ID

  • Flow ID

This allows Voluum to attribute conversion to these elements.

How To Set Voluum to Accept Postbacks Without click ID?

The following example uses AppsFlyer but setting your postback tiwh a fallback parameter can work in other scenarios.

1. Setting up AppsFlyer

In AppsFlyer, you have to use the 'Advanced privacy' mode for your Apple mobile apps. Go to the Integrated partners view in your iOS app's settings, search for Voluum and enable this in the 'Integrations' tab.


One you have enabled it, you have to modify your postback that you submit to AppsFlyer.

2. Setting up postback

Your regular postback URL usually looks something like this:{clickid}

To enable receiving conversions, you have to add the following parameters:

  • attribution - a parameter name that passes the 'fallback to campaign ID' which is cid-caid

  • caid - a parameter name that passes Campaign ID

  • (optionally): offer (oid), lander (lpid), path (ptid), and flow (flid) IDs

So your modified postback URL should look like this:{clickid}&caid=23b050ac-fea3-4eda-b6c8-99b72810aef7&attribution=cid-caid
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