Traffic Source Postback URL

Abstract

Learn how to pass information about conversion from Voluum Ad Tracker to your traffic source platform with a server-to-server (S2S) postback URL method.

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.

traffic_source_externalid_clickid.png

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.

traffic_source_postback_URL_externalid.png

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.

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 {campaign.id}, {lander.id}, {offer.id}

  • Visit and conversion data recorded within the campaign: for example {ip}, {transaction.id}

Caution

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}

Language

{language}

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

{transaction.id}, {click.id}, {payout}, {conversion.cost}

The existing {campaign.cpa} token has been extended by the {conversion.cost} version. If you still use the {campaign.cpa} 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

{campaign.id}, {lander.id}, {trafficsource.id}{offer.id}