Callbacks

What is a Callback?

A callback is a signal sent from one system to another when a defined event takes place. In mobile marketing, that event might be an app install, a purchase, a registration, or any other in-app action that has been set up for tracking.

When the event occurs, the callback is triggered automatically and the relevant data is sent to the designated destination in real time. That destination might be an ad network, an MMP, a BI tool, or an advertiser's own server depending on how the callback has been configured.

Callbacks give ad networks the data they need to optimize campaigns and give advertisers the real-time visibility they need to make faster, more informed decisions. Without them, event data would sit in isolation and the feedback loop between user behavior and campaign optimization would break down.

Callback vs Postback: What is the Difference?

The terms callback and postback are used interchangeably in mobile marketing. Both refer to the same mechanism: an automated server-to-server signal sent when a specific event occurs.

The term postback is more commonly used in mobile attribution and ad network contexts. Callback is the broader programming term for the same concept. In practice, if you see either term in a mobile marketing or MMP context, they are referring to the same thing.

What is a Postback?

A postback is an automated signal sent from one server to another when a tracked event occurs. In mobile marketing, postbacks are how MMPs communicate attribution data back to ad networks.

Here is a common example of how postback tracking works:

1. A user sees an ad on a network and taps it
2. The user installs the app and opens it
3. The MMP's SDK records the install and attributes it to the originating network
4. The MMP sends a postback to that ad network confirming the install and passing relevant data
5. The ad network receives the postback and uses the data to optimize future campaign delivery

This entire sequence happens automatically and in real time. The postback is what closes the loop between a user action and the network that drove it.

What is S2S Postback Tracking?

S2S stands for server-to-server. An S2S postback is a postback sent directly between two servers rather than through a browser or client-side script. This is the standard method used in mobile attribution because it is more reliable and harder to manipulate than client-side tracking methods.

In an S2S postback setup:

• The MMP's server sends event data directly to the ad network's server
• No browser or device is involved in the transmission
• The data transfer happens in the background, automatically, when the event is triggered

S2S postback tracking is preferred in mobile marketing because it maintains data integrity, works regardless of what is happening on the user's device, and is not affected by browser-based tracking limitations.

Macros in Callbacks

One of the most useful features of callbacks is the ability to include macros. Macros are placeholders that are dynamically replaced with actual values when the callback is fired.

Common macros used in mobile marketing callbacks include:

• {{advertising_id}} replaced with the device's advertising identifier
• {{ip_address}} replaced with the user's IP address at the time of the event
• {{bundle_id}} replaced with the app's bundle identifier
• {{campaign_id}} replaced with the campaign that drove the install or event
• {{event_name}} replaced with the name of the in-app event that triggered the callback

Macros make callbacks flexible. Instead of sending static data, each callback carries the specific values relevant to that individual event, giving the receiving system accurate and actionable information.

Why Callbacks Matter in Mobile Marketing

Callbacks are important for two reasons: campaign optimization and advertiser confidence.

Campaign optimization Ad networks use the event data received through callbacks to improve how they deliver campaigns. When a network receives postback data confirming which users installed, purchased, or completed key actions, it can use that signal to find more users with similar characteristics. Without callbacks, networks are optimizing blind.

Real-time decision making Callbacks give advertisers real-time visibility into what is happening across their campaigns. When an event occurs, the data is sent immediately rather than sitting in a batch report. That speed matters when budget decisions need to be made quickly.

Callbacks in Tenjin

Tenjin supports fully configurable callbacks for all tracked events. Callbacks can be set up at the app level and customized with macros to pass the specific data points you need to each destination.

You can configure callbacks to send data to ad networks, analytics platforms, or your own server depending on your setup. Full documentation on how to set up and manage callbacks is available in the Tenjin developer docs.

Related Terms

• Attribution
• Bundle ID
• Mobile Measurement Partner (MMP)
• Software Development Kit (SDK)
• API
• Ad Network
• Advertising ID
• Server to Server S2S

Frequently Asked Questions

What is a callback in mobile marketing? 

A callback, also known as a postback, is an automated signal sent when a specific in-app event occurs. It routes real-time event data to ad networks, attribution platforms, or an advertiser's own server so that campaign performance can be tracked and optimized.

What is the difference between a callback and a postback? 

The terms are used interchangeably in mobile marketing. Both refer to the same mechanism: an automated server-to-server signal triggered by a user event. Postback is more commonly used in attribution and ad network contexts, while callback is the broader programming term.

What is S2S postback tracking? 

S2S stands for server-to-server. An S2S postback is sent directly between two servers without involving a browser or device. It is the standard method for postback tracking in mobile marketing because it is reliable, secure, and not affected by client-side tracking limitations.