Postback Conversions — Server-to-Server Tracking

Last updated: April 18, 2026

Postback conversions provide an independent tracking method that sits alongside Meta's built-in conversion tracking. By receiving server-to-server notifications from your affiliate network or tracking platform, Wevion gives you a second source of truth for conversion data.

Prerequisites

  • An active Wevion account
  • A tracking platform or affiliate network that supports postback URLs (e.g., Voluum, RedTrack, Binom, HasOffers)

How It Works

Postback tracking works like this:

  1. You set up tracking parameters in your ad URLs (campaign_id, adset_id, ad_id)
  2. A user clicks your ad and lands on your website via the tracking platform
  3. The user converts (makes a purchase, submits a form, etc.)
  4. Your tracking platform fires a postback — a server-to-server HTTP request to Wevion with the conversion details
  5. Wevion matches the conversion to the correct campaign, ad set, and ad using the IDs passed in the postback
  6. You see postback metrics alongside Meta's metrics in the Ads Manager

Why Use Postbacks?

Meta's conversion tracking uses its own attribution model, which may report different numbers than your tracking platform. Having both data sources lets you:

  • Verify Meta's reported conversions
  • Compare attribution models (Meta vs last-click)
  • Identify discrepancies that may indicate tracking issues
  • Calculate real profitability using your own revenue data

Step-by-Step Guide

Step 1: Get Your Postback URL

  1. Navigate to the Postback section in Wevion (under Settings or Tools)
  2. Your unique postback URL is displayed with placeholder parameters:
https://api.wevion.io/meta/postback/conversion?transaction_id={transaction_id}&payout={payout}&currency={currency}&campaign_id={campaign_id}&adset_id={adset_id}&ad_id={ad_id}&sheet_id={your_session_id}
  1. Copy this URL
📸 Postback configuration page showing the URL with placeholders

Step 2: Configure Your Tracking Platform

In your tracking platform (Voluum, RedTrack, Binom, etc.):

  1. Add Wevion as a postback destination (sometimes called "conversion tracking URL" or "S2S postback")
  2. Paste the Wevion postback URL
  3. Map the parameters:
    • {transaction_id} → Your platform's unique conversion ID
    • {payout} → The conversion revenue/payout amount
    • {currency} → Currency code (e.g., USD, EUR)
    • {campaign_id} → Meta Campaign ID (passed via URL parameter from your ad)
    • {adset_id} → Meta Ad Set ID
    • {ad_id} → Meta Ad ID
    • {sheet_id} → Your Wevion session ID (provided in the postback URL)

Step 3: Add Tracking Parameters to Your Ad URLs

When creating campaigns in the Campaign Launcher [See: ART-202], add Meta's dynamic parameters to your landing page URL:

https://yoursite.com/landing?campaign_id={{campaign.id}}&adset_id={{adset.id}}&ad_id={{ad.id}}

These Meta macros ({{campaign.id}}, {{adset.id}}, {{ad.id}}) are automatically replaced by Meta with the actual IDs when a user clicks your ad.

Step 4: Verify the Setup

  1. Send a test conversion from your tracking platform
  2. In Wevion, navigate to the Postback Conversions list
  3. Verify the test conversion appears with the correct details
  4. Check that the campaign_id, adset_id, and ad_id match your test campaign

Step 5: View Postback Metrics in Ads Manager

Once postbacks are flowing, you'll see four additional metrics in the Ads Manager:

Metric Definition
PB Conversions Total number of postback conversions
PB Revenue Total revenue from postback conversions
PB Profit Revenue minus spend: PB Revenue - Spend
PB ROI Return on Investment: ((PB Revenue - Spend) / Spend) × 100

These appear alongside Meta's own conversion metrics, giving you a side-by-side comparison.

Options and Configuration

Postback Dashboard

The postback configuration page shows:

  • Your unique Postback URL (with parameter placeholders)
  • Your Session ID
  • Total Conversions — All-time postback count
  • Total Revenue — All-time postback revenue

Conversions List

View all received postback conversions:

  • Transaction ID — Unique identifier from your tracking platform
  • Payout — Revenue amount
  • Currency — Revenue currency
  • Campaign ID / Ad Set ID / Ad ID — The matched Meta entities
  • Received At — When Wevion received the postback
  • Filter by "Unattributed" — Show only conversions that couldn't be matched to a known entity

Currency Handling

If your postback sends revenue in a different currency than your ad account, Wevion automatically converts using daily exchange rates when you set a target currency in the Ads Manager. [See: ART-219]

Unattributed Conversions

Some postback conversions may arrive without valid Meta IDs (or with IDs that don't match any known campaign). These are tracked separately as "unattributed conversions." The Ads Manager shows:

  • pb_unattributed_conversions — Count of unmatched conversions
  • pb_unattributed_revenue — Revenue from unmatched conversions

Common causes:

  • Tracking parameters weren't properly configured in the ad URL
  • The campaign was deleted before the postback arrived
  • The Meta IDs in the postback don't match any synced entities

FAQ

Q: How fast do postbacks appear in Wevion? A: Postbacks are processed immediately when received. They should appear in the conversions list within seconds.

Q: Why do my Meta conversions and postback conversions differ? A: This is expected. Key differences:

  • Attribution model: Meta uses view-through + click-through attribution; postbacks typically use last-click
  • Attribution window: Meta uses up to 7-day click / 1-day view; your tracking platform may use a different window
  • Tracking method: Meta uses pixel/CAPI (browser + server); postbacks are purely server-side
  • Discrepancies of 10-30% between the two are normal

Q: Is the postback URL public? Is it secure? A: The postback URL is a public endpoint (no authentication required) because tracking platforms need to call it without credentials. Your sheet_id parameter acts as an identifier to route conversions to the correct workspace. The URL should be kept confidential and only shared with trusted tracking platforms.

Q: Can I send postbacks for multiple conversion types (purchase, lead, etc.)? A: All postback conversions are tracked as generic events with a payout amount. Wevion doesn't currently differentiate between conversion types in postbacks — it focuses on revenue attribution.

Q: What happens if I send duplicate postbacks? A: Each postback is stored as a separate record. Wevion does not deduplicate based on transaction_id, so ensure your tracking platform only fires once per conversion.

Q: Can I delete or edit postback conversions? A: No. Postback conversions are immutable once received. If incorrect data was sent, you'll need to account for it in your analysis.

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