Postback Report

Last Updated: Aug 11, 2016 07:36PM PDT

Apsalar's flexible postback system allows you to finely tune your postbacks to your partners, or even your own custom endpoints.  With the Postback Report, you get insight to your configured postbacks. Since postbacks often represent exactly what partners are being credited to for your CPI or CPA campaigns, this report additionally serves as an indispensable auditing solution when working with partners.  For example, you can gain insight into your CPA campaigns utilizing custom attribution windows configured for postbacks.

Apsalar's Postback Report data represents successful postbacks to an endpoint.  Data is available from July 1st, 2016 UTC and is updated every half hour.

Configuring your Postback Report

The Postback Report allows each user on the Company account, to review postback counts for postback rules in a given timeframe. The selected data can than be aggregated either daily, weekly, or monthly. To configure your report, first select your application, time zone, and time frame.  

You can further customize your data by columns, postback status, or date aggregation via the dropdown selectors.  Options to export your current viewed data by click the Export CSV button, or further narrow down your search by typing values in the search bar.  String searches against the Recipient, Attribution Rule, Attributed Campaign and Event Type columns are supported.

To use the column selector, expand the Columns button to drag and drop the values between the Inactive or Active categories.  

The columns available in the report are as follows:
Column Description Example
Date Date range of the represented postback counts represented in MM/DD/YYYY "08/01/2016"
"08/01/2016 - 08/07/2016"
Postback ID This is the ID which represents a unique postback rule configured within Apsalar. You can click on this value to open a new tab to view the configured postback and it's settings. 12345
Recipient Receipient of postback "Applovin"
Attribution Rule Indicates if this rule fires on attributed events, or all events regardless of attribution. "Send All Events"
Event Type Type and name of the event. "Install"
"Event: Search"
Attributed Postback Count Count of attributed postbacks sent. This number will match the "Total Postback Count" for attributed postbacks. 9876
Total Postback Count Count of postbacks sent. This number will match the "Attributed Postback Count" for attributed postbacks. 9876
Status Postback status. "Active", "Paused", and "Deleted" postbacks are available to select. "Active"
Attributed Campaign For attributed postbacks only. If specified, the Apsalar campaign for which this attributed postback fires for. "My Incent Campaign"
Lookback Type For attributed postbacks only. Postbacks will be sent if the attributed event occurred within a set number of days of the "Click" or "Install". "Click"
Lookback Window For attributed postbacks only. The set number of days in which the postback will be sent within the "Click" or "Install". 28

Best Practices to Using Postback Report

The Postback Report provides multiple ways at accessing into your postback data for campaign insights, and postback data reconciliation.  As such, it is important to note the differences between postback configuration settings:
Attributed Counts vs Total Counts
Some postbacks to partner endpoints may be configured to Send All Events rather than just Attributed.  For postbacks set to Send all, Apsalar tracks the attributed count, as well as the total count separately. 

Attributed Campaigns vs "All"
Apsalar postback rules may be configured to send an attributed postback for events attributed to all campaigns run by that partner.  Similarly, a postback rule can be configured only to send attributed postbacks for that partner, for a specific campaign.


Lookback Windows and Types
Attributed postback rules utilize lookback windows and types. For these rules, postbacks will only be sent if the attributed event occurs within a set number days (the window) of a click or install (the type).

Configuration Option: "Sending events attributed to all sources"
The postback option to "Send events attributed to all sources" is a postback option most commonly used to send a postback when the event is attributed (non-organic) to an Analytics recipient endpoint.  As such, the Attributed Count for these postback rules will always be zero.  

"Active", "Paused", and "Deleted" postbacks
Apsalar Postback rules may be paused, or deleted.  Active, Paused, and Deleted postback data is persisted, however please keep in mind a Deleted postback rule cannot be recovered or viewed in the postback configuration page.

Self Attributing Network Postbacks
Attributed Postback counts recorded for Google, Facebook, and Twitter are always zero, as these are self attributing networks. 


Comparing the Postback Report and Partner Reports

When comparing numbers between the Apsalar Postback Report and a recipient's numbers, there may be a few key differences to keep in mind.  The Postback Report counts represent the number of successful postbacks sent on the calendar day by your account timezone or UTC timezone.  Third party reporting may present these counts in different ways, such as:
  • different timezones
  • by time the postback was received
  • by device click time
  • by device install time
  • any of the above, plus additional filtering rules
To ensure valid comparisons, please verify the reporting methodology utilized by both Apsalar and the third party.


Comparing the Postback Report and other Apsalar Reports

The Postback Report represents the number of successful postbacks that Apsalar sends to your configured recipients.  As such, there key differences between this data and that in the Traffic, Cohort, Revenue, and Event reports.

For example:
Successful Postbacks: The Postback Report only counts postbacks successfully received by a recipient.  While Apsalar will retry postbacks for up to an hour, if the recipient endpoint experiences a prolonged outage, the postback will not be counted in the report.

Offline Mode:  Android and iOS devices which are offline or with limited network connectivity may not record an install until the next time the app is open and network connectivity is restored.  When session and event data is received by Apsalar servers, they are back-dated to the original date the activity occurred on the device.  These back-dated activities are correctly represented in the Traffic, Cohort, Revenue, and Event Reports.  The postbacks sent for these events are processed and sent on the day the Apsalar server receives them.

Edge of Day and other edge cases:  In addition to offline mode processing, installs and events recorded on the Apsalar SDK utilize times on the device itself.  Similarly, postbacks are subject to the conditions of the network between Apsalar server and a recipient's endpoints.  Apsalar will attempt to resend postbacks for up to an hour, and the report will only count a postback when it has been successfully received by the recipient.

Postback Attribution Rules:  Apsalar Traffic, Cohort, Revenue, and Event reports utilizes Apsalar internal attribution windows (30 day identifier, 24 hour fingerprint).  Attributed postbacks configured an Apsalar utilize the partners recommended and default attributions windows.  While most partners utilize the common 30 day window, there are many scenarios in which different windows are desired and configured in a postback.  The Lookback Type and Lookback Window values in the postback rule represent these values.
seconds ago
a minute ago
minutes ago
an hour ago
hours ago
a day ago
days ago
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