A postback is kind of a like a message or information exchange between servers that takes place when a user takes some sort of action on a website, network, or app.
What is a postback in mobile marketing?
In the context of apps and the broader mobile ecosystem, postbacks refer to a method in which attribution providers notify ad networks in real time about an app install or in-app event.
Postback data is also important for media companies as it helps them optimize their campaigns.
Letting ad networks know when an install or in-app event occurs
Install postback data should include a unique identifier for the engagement (click or view), a device ID (especially with iOS), and app ID. It can also include location data, language, OS versions, and more.
In-app event postback is the major tool for ad networks to offer CPA campaigns to their clients, i.e., charge for actions and not for installs. In-app event postback data includes the click ID, device ID, app ID, timestamp (to measure time from install to action), event details (e.g. event name, revenue, and rich-data parameters such as what a user purchased and how much it cost).
Ultimately, advertisers decide which data they want the attribution provider to send to the media partner via the postback. The more data they allow for sending, the better job a media source can perform for an advertiser.