Tracking Pixel Or Postback URL – 2 Types of Conversion Tracking

Are you struggling to measure your conversions effectively? In the world of digital marketing and ecommerce, accurate tracking is the key to success. But with so many options available, how do you choose the right method for your needs?

Today, we’ll dive into two popular tracking methodsTracking Pixel and Postback URL. These methods, offered by Voluum, can help you track your conversions efficiently and make data-driven decisions to optimize your marketing campaigns.

So, what are the differences between Tracking Pixel and Postback URL? And which one is right for you? Let’s find out!

Why Track Conversions?

Conversion tracking plays a crucial role in your marketing strategy. By accurately measuring conversions, you can attribute specific visits to resulting conversions, gaining valuable insights into the effectiveness of your campaigns.

Tracking conversions allows you to optimize your marketing efforts, refine your messaging and strategies, and ultimately improve the cost-effectiveness of your campaigns. Without conversion tracking, you would be operating blindly, lacking the data needed to make informed decisions.

Whether you’re running ad campaigns, implementing email marketing initiatives, or driving traffic to your website, conversion tracking provides the necessary attribution insights to refine your approach and maximize your results.

Next, we’ll explore the two main tracking methodsTracking Pixel and Postback URL – and help you determine which option best suits your needs.

Conversion Tracking Pixel

A tracking pixel is a small script that plays a significant role in conversion tracking. It allows the tracking of various online activities, including webpage visits, ad impressions, and conversion data. With its simple implementation, using a tracking pixel is a popular choice among marketers.

However, it’s important to note that pixel tracking has its limitations. One of the key limitations is its dependency on cookies for accurate tracking. When cookies are cleared, the reliability of pixel tracking can be compromised. Furthermore, certain browser restrictions and privacy measures can also affect the effectiveness of pixel tracking.

For example, Apple’s Intelligent Tracking Protection on Safari and iOS devices limits the ability of tracking pixels to collect data, impacting their usefulness for conversion tracking. Additionally, Chrome plans to stop supporting third-party cookies in the future, further restricting the capabilities of pixel tracking.

Despite these limitations, pixel tracking still remains a widely used and simple method for implementing conversion tracking. As technologies and privacy regulations evolve, it will be essential for marketers to explore alternative solutions and adapt their tracking strategies accordingly.

Pros of Conversion Tracking Pixel Cons of Conversion Tracking Pixel
Simple implementation Reliance on cookies for tracking
No technical expertise required Less reliable if cookies are cleared
Easily copy and paste pixel code Limitations on Safari and iOS due to Intelligent Tracking Protection
Suitable for offer owners with access to the confirmation page Future limitations on Chrome with the phasing out of third-party cookies

Pros of Conversion Tracking Pixel

Using a conversion tracking pixel offers several advantages for effective conversion tracking. Let’s explore why it is a preferred method for many offer owners:

Simple Implementation

No technical expertise is required to implement a conversion tracking pixel. It involves a straightforward process of copying the pixel code and pasting it into your website’s confirmation page. You can start tracking conversions right away without any hassle or complications.

No Technical Expertise Required

Unlike other tracking methods that may require technical expertise, a conversion tracking pixel is suitable for anyone, regardless of their technical knowledge. You don’t need to be a coding expert or have advanced skills to use this method successfully.

Suitable for Offer Owners

The conversion tracking pixel is particularly beneficial for offer owners who have access to the confirmation page on their website. By implementing a tracking pixel, you can easily measure conversions and gain valuable insights into the effectiveness of your marketing campaigns.

With the conversion tracking pixel, you can track the number of conversions, monitor the sources of conversions, and optimize your marketing strategies accordingly. It provides essential data for making informed decisions and driving better results.

Take a look at the following comparison between conversion tracking pixel and postback URL for a better understanding:

Conversion Tracking Method Implementation Technical Expertise Required Offer Owner Suitability
Conversion Tracking Pixel Simple – Copy and paste the pixel code No technical expertise required Suitable for offer owners with confirmation page access
Postback URL Tracking Requires server-to-server integration Some technical knowledge necessary Requires support from affiliate networks

By considering the advantages of each method, you can determine which tracking approach best aligns with your goals and requirements.

Cons of Conversion Tracking Pixel

While conversion tracking pixel offers a simple implementation process, it does come with some limitations that can affect its reliability and accuracy.

1. Reliance on Cookies

Conversion tracking pixel relies on cookies to track user activity and attribute conversions. However, if a user clears their cookies, the tracking pixel loses its ability to accurately track conversions. This dependency on cookies makes pixel tracking less reliable in such cases.

2. Tracking Issues on Safari and iOS

Safari and iOS devices have implemented Intelligent Tracking Protection, which limits the use of cookies for tracking purposes. This can pose challenges for conversion tracking pixel as it relies on cookies to function effectively. Consequently, the accuracy of pixel tracking on Safari and iOS devices may be compromised.

3. Tracking Issues on Chrome

In addition to Safari and iOS, Chrome, one of the most widely used browsers, has plans to limit support for third-party cookies in the future. This change will further impact the effectiveness of conversion tracking pixel as it heavily relies on cookies for tracking. The limitations imposed by Chrome may affect the accuracy of pixel tracking for a significant portion of online users.

These limitations demonstrate the potential shortcomings of conversion tracking pixel, especially in situations where cookies are cleared or restrictions on cookie usage are in place. Marketers must consider these factors when choosing their tracking methods and be aware of the potential tracking issues that may arise.

Comparison of Tracking Methods

Conversion Tracking Pixel Postback URL Tracking
Reliance on Cookies Heavy reliance No reliance
Tracking Accuracy Vulnerable if cookies are cleared or restricted Highly accurate and reliable
Browser Compatibility Issues on Safari, iOS, and Chrome No browser compatibility issues
Setup Complexity Easy implementation Requires technical knowledge

Postback URL Tracking

Postback URL tracking, also known as server-to-server tracking, is a secure and reliable method that ensures accurate tracking without relying on cookies. This tracking method is widely supported by affiliate networks, making it a popular choice among marketers. With postback tracking, you generate a unique click ID through an HTTP request and pass it back to the tracking software when a conversion occurs.

Postback URL tracking offers several key advantages:

  • Secure and Reliable: Unlike pixel tracking, postback tracking does not depend on cookies, making it less susceptible to data loss and inaccuracies.
  • No Dependence on Cookies: Postback tracking operates server-to-server, eliminating the need for cookies. This ensures consistent tracking even if cookies are cleared or blocked.
  • Supported by Affiliate Networks: Many affiliate networks provide support for postback tracking, allowing you to seamlessly integrate this method into your marketing campaigns.

With postback URL tracking, you can trust that your conversion data is accurate and reliable, providing valuable insights into the performance of your marketing efforts. It offers a secure and dependable tracking method that is not affected by cookie-related limitations.

If you’re looking for a tracking solution that ensures data integrity and does not rely on cookies, postback URL tracking is an excellent choice. Its server-to-server integration and support from affiliate networks make it a robust option for optimizing your marketing campaigns.

Pros of Postback URL Tracking

Postback URL tracking offers several advantages that make it a preferred method for accurate and reliable conversion tracking. Unlike pixel tracking, postback URL tracking does not rely on cookies and provides enhanced security. Let’s explore the key benefits:

  1. Accurate Tracking: Postback URL tracking ensures precise measurement of conversions, allowing you to gather accurate data on the performance of your campaigns and marketing efforts. This accuracy enables informed decision-making and optimization for better results.
  2. Secure and Reliable: By eliminating reliance on cookies, postback URL tracking offers a more secure and reliable tracking method. This reduces the risk of data loss or inaccuracies caused by cookie deletion or browser restrictions. It provides a robust and consistent tracking solution.
  3. No Reliance on Cookies: With postback URL tracking, you can achieve reliable tracking without the need for cookies. This ensures that your tracking remains unaffected even if users clear their cookies. It provides a seamless and uninterrupted tracking experience.
  4. Prevention of Fraud: Postback URL tracking helps prevent fraud by enabling the verification of conversions before recording them. This helps you avoid false or fraudulent conversions, ensuring that you only track genuine and valid results.
  5. Flexibility in Event Tracking: Postback URL tracking offers flexibility in tracking various events beyond conversions. You can track specific actions or milestones within your funnel, allowing for a more comprehensive understanding of user engagement and behavior.
  6. Transparency in Conversions: With postback URL tracking, you gain transparency into conversions, understanding the contributing factors and touchpoints that lead to successful outcomes. This visibility allows for better optimization and fine-tuning of your marketing strategies.

To illustrate the benefits visually:

Benefits Description
Accurate Tracking Ensure precise measurement of conversions
Secure and Reliable Eliminate reliance on cookies for enhanced security
No Reliance on Cookies Track reliably without the need for cookies
Prevention of Fraud Verify conversions to avoid false or fraudulent results
Flexibility in Event Tracking Track various events beyond conversions
Transparency in Conversions Gain visibility into factors contributing to successful outcomes

With these advantages, postback URL tracking provides a robust and comprehensive solution for accurately tracking conversions and optimizing your marketing efforts.

Cons of Postback URL Tracking

While postback URL tracking offers several advantages, it also comes with a few challenges that you should be aware of. Here are some of the cons of using postback URL tracking:

Affiliate Network Support

One of the drawbacks of postback URL tracking is that it requires support from affiliate networks. This means that not all networks may offer this tracking method, limiting your options. It’s crucial to ensure that the affiliate network you’re working with supports postback URL tracking before implementing it.

Setup Complexity

Compared to tracking pixels, postback URL tracking can be more complex to set up. It may involve technical configurations and knowledge of HTTP requests. If you don’t have prior experience with setting up postback URL tracking, you may find it challenging to navigate the initial setup process.

Time Investment

The setup and implementation of postback URL tracking may require a significant time investment. You may need to dedicate time to understand the technical aspects, communicate with your affiliate network, and ensure proper integration with your tracking software. If time is a constraint for your business, you should consider the time investment required for postback URL tracking.

Technical Difficulties for First-Timers

For marketers who are new to postback URL tracking, the technical aspects can be intimidating. It may take some time to grasp the concepts, understand the necessary configurations, and troubleshoot any issues that arise. If you’re a first-time user, you might encounter difficulties during the initial setup stages.

Despite these challenges, postback URL tracking can offer secure and reliable tracking for your conversions. Consider your specific needs and resources before deciding whether to implement postback URL tracking or explore alternative tracking methods.

Tracking Methods with Affise Integration

Affise offers seamless integration with two tracking methods, namely pixel tracking and postback tracking. This integration provides extensive capabilities for tracking and analyzing data, ensuring that you have the necessary insights to optimize your marketing campaigns. Whether you prefer the simplicity of pixel tracking or the accuracy of postback tracking, Affise has you covered.

Pixel Tracking

If you’re looking for an easy-to-implement tracking solution that doesn’t require technical resources, pixel tracking is the way to go. With pixel tracking, you can track impressions, clicks, and conversions effortlessly. Simply copy the pixel code provided by Affise and paste it onto your website or landing page. It’s that simple! Pixel tracking is a convenient option for users who want to get started quickly without any hassle.

Postback Tracking

For those who prioritize accurate and reliable tracking, postback tracking is the ideal choice. This server-to-server tracking method ensures that you capture every conversion with precision. Unlike pixel tracking, postback tracking doesn’t rely on cookies, making it more robust and immune to issues that may arise from cookie deletion. By generating a unique click ID via an HTTP request and passing it back to Affise when a conversion occurs, postback tracking guarantees accurate and dependable data.

With Affise’s integration, you can track not only impressions and clicks but also gain valuable insights into conversions. This comprehensive tracking capability empowers you to make informed decisions and optimize your marketing efforts effectively.

Whether you choose pixel tracking or postback tracking, Affise ensures ease of implementation and extensive capabilities to meet your tracking needs. Now, let’s dive into the pros and cons of each method to help you make an informed choice.


To determine the most suitable tracking method for your needs, it is crucial to consider your specific requirements. Pixel tracking offers a simple implementation process but does have certain limitations, primarily related to cookies and browser restrictions. On the other hand, postback tracking provides increased security and accuracy but may require a higher level of technical knowledge.

Before making a final decision, carefully evaluate the advantages and disadvantages of each tracking method. Take into account factors such as ease of implementation, limitations, and the level of technical expertise required. By considering these aspects, you can select the tracking method that aligns best with your goals.

Remember, pixel tracking is easier to implement but has limitations and dependencies on cookies. Postback tracking, although more complex, offers enhanced security and accuracy as it doesn’t rely on cookies. The choice ultimately comes down to your unique needs and preferences. Make an informed decision based on a thorough understanding of the advantages and disadvantages of each method.

Whether you opt for pixel tracking or postback tracking, both methods play essential roles in analyzing and optimizing your conversion tracking efforts. By selecting the most suitable tracking method, you can gain valuable insights into your marketing campaigns and improve your overall performance.


What are the two types of conversion tracking?

The two types of conversion tracking are Tracking Pixel and Postback URL.

Why is conversion tracking important?

Conversion tracking is crucial for attribution, optimizing campaigns, and improving cost-effectiveness.

What is a tracking pixel?

A tracking pixel is a small script that tracks webpage visits, ad impressions, and conversion data.

What are the pros of conversion tracking pixel?

The pros of conversion tracking pixel include simple implementation, no technical expertise required, and easy tracking initiation by copying and pasting the pixel code.

What are the limitations of conversion tracking pixel?

The limitations of conversion tracking pixel include reliance on cookies, making it less reliable if cookies are cleared, and restrictions on tracking on Safari, iOS, and future limitations on Chrome.

What is postback URL tracking?

Postback URL tracking, also known as server-to-server tracking, is a secure and reliable method that doesn’t rely on cookies.

What are the advantages of postback URL tracking?

The advantages of postback URL tracking include accurate tracking, security, reliability, fraud prevention, flexibility in event tracking, and transparency in conversions.

What are the limitations of postback URL tracking?

The limitations of postback URL tracking include the requirement for support from affiliate networks, setup complexity, and potential technical difficulties for first-time users.

What tracking methods does Affise integrate with?

Affise integrates with both pixel tracking and postback tracking methods, allowing for tracking impressions, clicks, and conversions.

What should I consider when choosing a tracking method?

When choosing a tracking method, consider the simplicity of implementation, limitations of pixel tracking related to cookies and browser restrictions, and the accuracy and security offered by postback tracking.