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Post-back : What Is It and Why Is It Needed
7/11/2016 11:05:32 PM

Attribution : What Is Post-back and Why Is It Needed

adbrix provides Postback function.
This article will guide you through the basic concept of Postback and the features provided by adbrix Postback.
[See adbrix Postback Partner List]



1. What is Postback?

  'Postback' is a form of notification from attribution solution to third-party system on certain in-app event such as install, purchase, level completion and more.
   There are three reasons why Postback feature is needed.


2. Why is Postback needed?

  1) Ad Performance Optimization - Diverse Information for Decision Making

  By using postback feature, the media can receive the postback information(new installs, log-ins, purchases) so that you can have more information for decision making. Therefore, you can optimize your ad performance.

  For example, if the purpose of the campaign is to acquire more new users, the goal of this campaign must be getting new  installs of the app as many as possible.
  However, very low ad performance may occur in some cases when the impression/click number is high but the actual number of new installs of the app is low.
  In these cases, the best solution is to stop campaign in low-performance media(i.e., media with low number of new installs).
  The problem is that the display advertisement network itself cannot find out the number of the new installs of an app.
  adbrix will transfer the measured value to the ad network(Post-back), so that the ad network can optimize the ad performance by more information other than existing one like impression/click, such as 'new installs', 'log-ins', or 'purchases'.

  2) Running Campaign - Prevent Duplicate Attributions & Unified Performance Measurement

   When running CPI(Cost per Install) campaign through media, the SDK of such media must be integrated to measure performances.
   Yet, it is practically impossible to integrate with SDKs of every single media, and moreover, it will be hard to see a unified performance measurement.
   It is because each media counts users with different criteria that duplicate counts occur.
   However, by using Post-back, every campaign will be measured based on adbrixSDK, and it will be transferred to the media(Post-back).

   Therefore it prevents duplicates and provides unified performance measurement. 

  3) Audience Targeting Campaign - Setting Audience Groups

   Through the media, it is possible to run audience targeting campaign.
   One of the most efficient strategies for Re-Engagement campaign in marketing is to run customized campaign to certain user groups(Current activate users, paying users, log-in completed users).
   However, each media do not have information on such user groups.
   By using the Postback feature, the attribution result by adbrix(i.e., information on certain user groups) will be fired to the media(Post-back), and the media will set audiences for targeting campaign based on the postback information.
   This function can be used only when the media provides the targeting campaign.

3. Post-backs Provided by adbrix - New Install & Event

   adbrix provides two types of postbacks(new install, event) to the media partner.

  1) New Install Postback (Unlimited Free)

   Information on new install users acquired through a certain media will be provided(post-back) to the media.
   For example, if a user is acquired through the tracking link of media A, the information on such event will be transferred to media A.
   It is free and unlimited to use.

  2) Event Post-back (Premium Service)

   Other than new install, you can also fire the certain in-app events(purchase, log-in, level up, add-to-cart) to the media.
   For example, if a user acquired through the tracking link of media A purchased a product, the information on such event will be fired to the media company whenever the event occurs.
   Event Postback feature of adbrix is premium service. For more information, please contact abx@igaworks.com.