{"id":221,"count":0,"description":"","link":"https:\/\/tenjin.com\/ja\/glossary\/callbacks\/","name":"Callbacks","slug":"callbacks","taxonomy":"glossaries","parent":0,"meta":{"status":["1","1"],"order":["0","0"],"glossary_term_description":["
\r\n\r\nDefinition:<\/b>\r\n\r\nA callback, also known as a postback<\/strong>, is a function used to send real-time event data from one system to another. In mobile marketing, callbacks are triggered when a specific user action occurs within an app, automatically routing that event data to ad networks, attribution platforms, analytics tools, or an advertiser's own server. They are a foundational part of how mobile attribution and campaign optimization work.<\/span>\r\n\r\n<\/div>\r\n

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What is a Callback?<\/h2>\r\n\r\n\r\n\r\n\r\nA 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.<\/span>\r\n\r\nWhen 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.<\/span>\r\n\r\nCallbacks 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.<\/span>\r\n

Callback vs Postback: What is the Difference?<\/strong><\/h2>\r\nThe 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.<\/span>\r\n\r\nThe 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.<\/span>\r\n

What is a Postback?<\/strong><\/h2>\r\nA 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.<\/span>\r\n\r\nHere is a common example of how postback tracking works:<\/span>\r\n
    \r\n \t
  1. A user sees an ad on a network and taps it<\/span><\/li>\r\n \t
  2. The user installs the app and opens it<\/span><\/li>\r\n \t
  3. The MMP's SDK records the install and attributes it to the originating network<\/span><\/li>\r\n \t
  4. The MMP sends a postback to that ad network confirming the install and passing relevant data<\/span><\/li>\r\n \t
  5. The ad network receives the postback and uses the data to optimize future campaign delivery<\/span><\/li>\r\n<\/ol>\r\nThis 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.<\/span>\r\n

    What is S2S Postback Tracking?<\/strong><\/h2>\r\nS2S stands for server-to-server.<\/a> 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.<\/span>\r\n\r\nIn an S2S postback setup:<\/span>\r\n