Introduction to Postbacks in Google Analytics

Postbacks (or Mobile App Postbacks) allow Google Analytics to ping (send conversion data) a third party mobile advertising network whenever it detects an mobile app install (‘first launch’) or in-app conversion (like transaction) from that network.

Following are the examples of third party mobile advertising networks which Google Analytics can currently ping:

  1. Aarki
  2. AdColony
  3. InMobi
  4. Jampp
  5. Leadbolt
  6. MdotM
  7. Millennial Media (now known as ‘One by AOL’)
  8. Millennial Media DSP
  9. Tapjoy

The postback data sent by Google Analytics, help mobile ad networks in optimizing their ad campaigns for: app installs, sales and other conversions.

Postback conversion data allows app marketers to optimize their ad spend and generate more effective CPAs (cost per acquisitions).

Prerequisite for using the Postback feature in Google Analytics

Before you can enable and use Postback in GA, you would need to configure iOS install tracking or Android campaign tracking.

Through Google Analytics iOS App Install Tracking you can determine which of your ad campaigns generated most mobile app installs, sales and other conversions.

You can achieve the same objective with Android campaign tracking for your Android apps.

How to enable Postback for your GA property

Postbacks are enabled in GA at the property level.

Follow the steps below to enable ‘Postback’ feature in GA for a particular third party mobile ad network:

Step-1:  Navigate to the ‘Admin’ section of your GA account and then click on the link called ‘Postbacks’ under the ‘Property’ column:

Step-2: Click on the ‘+Add new’ button:

Step-3: Select the mobile ad network which you want GA to ping whenever it detects a mobile app install or in-app conversion, from the drop down menu:

Step-4: Click on the ‘Next Step’ button and then select the reporting view to which you want the app install and/or in-app conversions associated with:

Step-5: Select the type of conversion (‘First Launch’ or ‘Transaction’) you want to send, to the selected ad network:

Step-6: Click on the ‘Next Step’ button and then click on the ‘Done’ button:

Once you clicked on the ‘Done’ button, your ad network will be listed in the postbacks table:

About Mobile Ad Network Parameters

Some mobile ad networks ask for ID (like app ID, account ID, Goal ID, Event ID etc) in order to identify your app in their systems.

In the context of postbacks, such IDs are called ‘Network parameters’.

Depending upon the ad network you selected, GA may ask you to enter network parameters while creating a postback.

For example, if you want GA to ping the ‘Tapjoy’ ad network, whenever it detects a mobile app install or in-app conversion then you would need to input the network parameter while creating the postback:

Removing a mobile ad network

If you want to remove a mobile ad network from receiving pings from GA then click on the checkbox, next to the ad network’s name and then click on the ‘Remove’ button:

Changing the settings of an Ad network

Click on the network name (in blue color) to change/edit its settings:

Other articles on specialized tracking in Google Analytics

  1. Ecommerce Tracking in Google Analytics – Tutorial
  2. Event Tracking via Google Tag Manager – Tutorial
  3. Event Tracking in Google Analytics – Tutorial
  4. Guide to Google Analytics Store Visits Tracking
  5. Offline Conversion Tracking in Google Analytics – Tutorial
  6. Implementing E-Commerce Tracking via Google Tag Manager
  7. Tracking Virtual Pageviews in Google Tag Manager – Tutorial
  8. YouTube Video tracking via Google Tag Manager
  9. How to Use Keyword Hero to Reveal Not Provided Keywords in Google Analytics
  10. Virtual pageviews in Google Analytics – Tutorial
  11. Google Analytics and YouTube Integration Tutorial
  12. Google Analytics for Facebook Tutorial
  13. Google Analytics Cross Domain Tracking Explained Like Never Before
  14. Using multiple Google Analytics tracking codes on web pages
  15. The one thing that you don’t know about PayPal.com and the referral exclusion list
  16. Calculated Metrics in Google Analytics – Tutorial
  17. Creating your own Google Analytics Tag Auditing System
  18. Tracking Site Search without Query Parameter in Google Tag Manager
  19. Tracking true referrals in Google Analytics when using PayPal and other payment gateways
  20. Phone Call Tracking in Google Analytics and Beyond
  21. Learn to Track Qualified and Won Leads in Google Analytics
  22. Introduction to Postbacks in Google Analytics
  23. Google Analytics Recurring Revenue and Subscriptions Tracking Tutorial
  24. How to track the impact of cookie consent on website traffic in Google Analytics
  25. Tracking Offline Conversions in Google Ads
  26. Implementing Scroll Tracking via Google Tag Manager
  27. Scroll Tracking via Scroll Depth Trigger in Google Tag Manager
  28. Site Search Tracking In Google Analytics Without Query Parameters
  29. Video Tracking via YouTube Video Trigger In Google Tag Manager
  30. How to Correctly Measure Conversion Date & Time in Google Analytics
  31. Google Analytics Social Tracking – Twitter, Facebook, Google Plus and LinkedIn
  32. Google Analytics Cross Domain Tracking (ga.js)
  33. Tracking Twitter and Linkedin Social Interactions in Google Analytics
  34. Creating Content Group in Google Analytics via tracking code using gtag.js
  35. Tracking Site Search in Google Analytics with Query Parameters
  36. Understanding site search tracking in Google Analytics
  37. Creating and Using Site Search Funnel in Google Analytics
  38. Learn to Setup Facebook Pixel Tracking via Google Tag Manager
  39. Setting up & Tracking AMP Pages in Google Analytics
  40. Setting up Sales Funnel across websites in Google Analytics
  41. Regular Expressions (Regex) for Google Analytics & Google Tag Manager – Tutorial

Register for the FREE TRAINING...

"How to use Digital Analytics to generate floods of new Sales and Customers without spending years figuring everything out on your own."



Here’s what we’re going to cover in this training…

#1 Why digital analytics is the key to online business success.

​#2 The number 1 reason why most marketers are not able to scale their advertising and maximize sales.

#3 Why Google and Facebook ads don’t work for most businesses & how to make them work.

#4 ​Why you won’t get any competitive advantage in the marketplace just by knowing Google Analytics.

#5 The number 1 reason why conversion optimization is not working for your business.

#6 How to advertise on any marketing platform for FREE with an unlimited budget.

​#7 How to learn and master digital analytics and conversion optimization in record time.



   

My best selling books on Digital Analytics and Conversion Optimization

Maths and Stats for Web Analytics and Conversion Optimization
This expert guide will teach you how to leverage the knowledge of maths and statistics in order to accurately interpret data and take actions, which can quickly improve the bottom-line of your online business.

Master the Essentials of Email Marketing Analytics
This book focuses solely on the ‘analytics’ that power your email marketing optimization program and will help you dramatically reduce your cost per acquisition and increase marketing ROI by tracking the performance of the various KPIs and metrics used for email marketing.

Attribution Modelling in Google Analytics and Beyond
Attribution modelling is the process of determining the most effective marketing channels for investment. This book has been written to help you implement attribution modelling. It will teach you how to leverage the knowledge of attribution modelling in order to allocate marketing budget and understand buying behaviour.

Attribution Modelling in Google Ads and Facebook
This book has been written to help you implement attribution modelling in Google Ads (Google AdWords) and Facebook. It will teach you, how to leverage the knowledge of attribution modelling in order to understand the customer purchasing journey and determine the most effective marketing channels for investment.

Himanshu Sharma

Digital Marketing Consultant and Founder of Optimizesmart.com

Himanshu helps business owners and marketing professionals in generating more sales and ROI by fixing their website tracking issues, helping them understand their true customers' purchase journey and helping them determine the most effective marketing channels for investment.

He has over 12 years of experience in digital analytics and digital marketing.

He was nominated for the Digital Analytics Association's Awards for Excellence. The Digital Analytics Association is a world-renowned not-for-profit association that helps organisations overcome the challenges of data acquisition and application.

He is the author of four best-selling books on analytics and conversion optimization:

error: Alert: Content is protected !!