When deciding which Conversion Pixel to implement, be sure to review the added benefits of the Postback URL, but also be mindful of its one disadvantage.
The main advantages of the Postback URL are highly accurate tracking and fraud prevention.
The Postback URL allows for nearly 100% accuracy, due to Cookie-less tracking. Since cookies can be cleared manually by users or not stored on the browser by default, Cookie-less tracking is more accurate. Also, there are no browser limitations, such as pages not fully loading, that will interfere with conversion tracking when Conversion Pixels are not hard coded onto the thank-you page.
The Postback URL supports fraud prevention tools, because of its ability to whitelist Server IPs and only store conversions from the whitelist. Postback URL’s also rely on a hidden attribution value, such as a user’s session id, for storing conversions which make it nearly impossible to force fire pixels.
The disadvantage of using Postback URLs to track server-side conversions is the affiliate pixel piggy-backing limitations. Since server pixels cannot piggy-back browser pixels, if you utilize a Postback URL, your affiliates must also use a Postback URL as calls made from a server cannot subsequently fire an HTML Conversion Pixel placed on a browser page.
Since some tracking platforms cannot support Server-to-Server tracking, CAKE makes it so that you don’t have to choose between Postback URL’s and HTML pixels. With our Postback Fallback method, you can utilize both types of pixels so that you have all of the fraud-prevention benefits of a server pixel while still being able to support your affiliates browser pixels.
For more information on CAKE’s Server-to-Server tracking capabilities and Postback URL implementation, take a look at our Knowledge Base article.