A postback URL (also called an S2S, or server-to-server, postback) is a callback the affiliate network fires automatically whenever a tracked conversion is confirmed, passing back details like the click ID, payout amount, and conversion status to the media buyer's tracking platform. This happens server-side rather than relying on the user's browser, making it more reliable than client-side pixel tracking.
Correctly configured postbacks are what let a media buyer feed confirmed conversion data back into Meta as an offline conversion or custom event, closing the loop so the ad platform's optimization actually learns from real, network-confirmed results rather than a soft proxy like a click or landing page view.
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