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]
'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.
1. What is Postback?
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