Postbacks in Google Analytics Explained

What are 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 a 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 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 the ‘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:

Postbacks in Google Analytics

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

add new button 1

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:

select ad network

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:

select a view

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

select conversion type

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

done button

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

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:

add network parameters postbacks

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:remove ad network

Changing the settings of an Ad network

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

change settings ad network

Other articles on specialized tracking in Google Analytics

  1. Google Analytics Ecommerce Tracking Tutorial
  2. Google Tag Manager Event Tracking Tutorial
  3. Google Analytics Event Tracking Tutorial
  4. Google Analytics Store Visits Tracking Tutorial
  5. Offline Conversion Tracking in Google Analytics – Tutorial
  6. Ecommerce Tracking Google Tag Manager (GTM) – Tutorial
  7. Tracking Virtual Pageviews in Google Tag Manager – Tutorial
  8. Google Tag Manager YouTube Video Tracking
  9. How to unlock not provided keywords in Google Analytics?
  10. Google Analytics Virtual Pageviews Tutorial
  11. Google Analytics and YouTube Integration Tutorial
  12. Google Analytics for Facebook Tutorial
  13. Cross Domain Tracking in Google Analytics – Complete Guide
  14. How to use two Google Analytics codes on one page
  15. The one thing that you don’t know about PayPal.com and the referral exclusion list
  16. Google Analytics Calculated Metrics – Tutorial
  17. Creating your own Google Analytics Tag Auditing System
  18. Google Tag Manager Search Tracking without Query Parameter
  19. Tracking Google Analytics Paypal Referral and other payment gateways
  20. How to Track Phone Calls in Google Analytics – Call Tracking Tutorial
  21. How to track leads in Google Analytics via CRM
  22. Subscription & Recurring Revenue Analytics in Google Analytics
  23. Track the Impact of Google Analytics Cookie Consent on Website Traffic
  24. Tracking Offline Conversions in Google Ads
  25. Implementing Scroll Tracking via Google Tag Manager
  26. Scroll Depth Tracking in Google Tag Manager – Tutorial
  27. Site Search Tracking In Google Analytics Without Query Parameters
  28. Google Tag Manager Youtube Video Tracking via YouTube Video Trigger
  29. How to Correctly Measure Conversion Date & Time in Google Analytics
  30. Google Analytics Social Tracking – Twitter, Facebook, Google Plus and LinkedIn
  31. Cross Domain Tracking in Google Analytics – Complete Guide
  32. Google Analytics Linkedin & Twitter Tracking
  33. Creating Content Group in Google Analytics via tracking code using gtag.js
  34. Google Analytics Site Search Tracking via Query Parameters
  35. Google Analytics Site Search Tracking Tutorial
  36. Creating and Using Site Search Funnel in Google Analytics
  37. Learn to Setup Facebook Pixel Tracking via Google Tag Manager
  38. AMP Google Analytics Tracking – Learn to track AMP pages
  39. Setting up Sales Funnel across websites in Google Analytics
  40. Regex Google Analytics & Google Tag Manager – Tutorial

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