CAKE Knowledge Base

What is Postback Fallback Conversion Tracking?


The Postback Fallback conversion tracking method uses both the Postback URL and iFrame HTML Pixel to provide you with the benefits of both Server-to-Server and browser based pixel tracking.

This Article Will Help You

  • Know When to Use the Postback Fallback Method
  • Understand the Conversion Pixel Logic
  • Learn about Conversions From Whitelist Only
  • Generate a Fallback Conversion Pixel
  • Validate Postback Fallback Implementation

Section 1: When to use the Postback Fallback Method

This conversion tracking method should be used if you prefer to track conversions server-side for accuracy and other benefits, such as fraud prevention, but also need to support browser based pixels in order to piggy-back affiliate campaign pixels.

Since not all tracking platforms support Postback URL's, some networks and affiliates prefer to use HTML Conversion Pixels to allow for downstream piggy-backing capabilities.  And because server tracking does not allow you to fire a browser based HTML Pixel, CAKE's Postback Fallback method is the best solution.

Section 2: Postback Fallback Pixel Logic

Section 2: Postback Fallback Pixel Logic

The Postback Fallback method works by firing both the Postback URL and the iFrame HTML Pixel for the same user.

The Postback URL should be fired first so that CAKE will store the conversion from the server call.

CAKE should then receive the fallback iFrame Pixel after the conversion has stored. This pixel call will come from the thank-you page where an affiliate's campaign HTML Pixel will be piggy-backed.

Section 3: Conversions From Whitelist Only

For the best fraud prevention available within CAKE, be sure to use the Conversions From Whitelist Only setting alongside the Postback Fallback conversion tracking method.

With this Offer level setting enabled, CAKE will only store conversions from your server IP's which can be whitelisted in the CAKE Admin portal.

When Conversions from Whitelist Only is used alongside the Postback Fallback method, if the iFrame fallback pixel is received before a conversion has been stored by the Postback URL, the iFrame Pixel will be ignored and have a disposition of "IP Not Whitelisted."

To enable Conversions from Whitelist Only, follow these steps:

  1. Open the Offer card.
  2. Select the Redirect sub-tab.
  3. Check box for Conversions from Whitelist Only.
  4. Select Save at the bottom of the grid.

To whitelist server IP's, follow the steps below:

  1. Click on the Advertisers main tab
  2. Click on the Pixel Whitelist sub-tab.
  3. Click the Add button.
  4. Add the Advertiser entity.
  5. Add the Offer or select All Offers.
  6. Add the IP Start and IP End ranges.
  7. Check the Active box.
  8. Add a Note if necessary.

Section 4: Generate Postback Fallback Pixels

To generate the Postback URL, follow these steps from the Offer card:

  1. Click the Pixel button on the Home tab.
  2. Select Conversion/Install/Lead.
  3. Hit Next.
  4. Select and Copy the Postback URL.

To generate the Fallback iFrame pixel, follow these steps from the Offer card:

  1. Click the Pixel button on the Home tab.
  2. Select Conversion/Install/Lead.
  3. Hit Next.
  4. Choose Fallback from the Tracking Type* filter.
  5. Select and Copy the iFrame pixel.

Note: The Fallback Pixel contains the fb=1 parameter which will force CAKE to recognize this pixel as a fallback instead of a duplicate pixel fire for the user.

Section 5: Validate in the Pixel Log

To verify the Postback Fallback conversion pixels are being recorded properly within CAKE, visit the Pixel Log.

The Pixel Log can be found by following the steps listed below:

  1. Click on the Advertisers main tab
  2. Click on the Pixel Log sub-tab
  3. Find the Offer you wish to validate
  4. Click on the Attempted number hyperlink

The Offer Pixel Log will appear which shows all pixel fires CAKE has received for that Offer. From here, you should be able to find the Postback URL pixel fire with a disposition of Conversion Stored. The line item above that should be the iFrame Fallback pixel that has a disposition of Pixels Fired On Postback Fallback.

Note: With the Conversions from Whitelist Only setting enabled, if the iFrame is received before the Conversion is stored from the Postback URL, the iFrame will be ignored and have a disposition of IP Not Whitelisted.


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