In affiliate marketing, guessing is expensive. If you can't trust your numbers, you can't make informed decisions on where to spend your next dollar. Without a proper postback setup, you don't have a clear view of which campaigns are actually profitable and which are just wasting your budget.
What is Postback Tracking?
Postback tracking (also known as Server-to-Server or S2S tracking) is the industry standard for passing data between an igaming affiliate network and your tracker.
Unlike old-school cookie tracking, which relies on the user’s browser, postbacks happen directly between servers. This makes them more reliable and much harder for browsers to block. In an age of strict privacy settings and "cookie death," S2S is the only way to ensure your data remains accurate.
How It Works
Here’s the logic:
The Click: A unique click ID is generated when a user clicks your link.
The Session: That ID is passed to the operator and stored.
The Event: When that user completes an action (registration or first time deposit), the operator’s server sends a signal back to your server using that specific click ID.
Tracking Registrations vs. FTDs
We look at the player journey in two main stages. While each step is important, they aren't equal:
Registrations: A sign up gets a user in the door. It signals that the user is interested enough to input some personal details to set up an account. But some users are just "window shoppers", not real players.
FTDs (First Time Deposits): This is the most critical event because it’s usually the one you get paid for. While registrations are a good indicator of interest, the FTD is the conversion that triggers your commission with an affiliate program. Postbacks allow you to see exactly which ad creative or landing page resulted in a deposit the moment it happens. It’s impossible to optimize effectively if you’re waiting 24 hours or more to see which ads actually resulted in a payable action.
The All In Advantage: Global Postbacks, Unlimited Scale
If you’ve ever worked with several direct operators at once, you know the frustration. Every program has a different system and a different way of firing events. You end up spending more time troubleshooting tracking links than actual buying media.
At All In Affiliates, we’ve simplified the integration process.
Global Postback Integration: You set up your postback in our system one time. That single configuration works across every brand in our network.
Unified Data: Whether you’re running three casinos or ten, the data comes back to you in a standardized format.
No More System Hopping: You manage everything from one dashboard. When we add a new brand to the network, you can essentially "plug and play."
Final Thoughts: The Bottom Line
Setting up postbacks might feel like another technical chore to add to the list, but it's the only way to get a clear picture of your ROI. Once you move to a global setup, you can stop worrying about the technical setup and get back to the actual work of driving traffic. It’s the closest thing to a "set it and forget it" tracking solution there is.