It's common and often recommended to use both postbacks and pixels for conversion tracking. They offer different benefits and can provide more robust and accurate data when used together.
Here's how to think about using them in conjunction:
Pixels (Client-Side Tracking):
Benefits: Provide real-time conversion data directly from the user's browser, which is valuable for immediate campaign optimization within ad platforms. They can also track user behavior on landing pages for retargeting and audience building.
Considerations: Can be affected by browser settings (e.g., ad blockers, privacy settings) and may rely on the user's browser loading the pixel code correctly.
Implementation: Typically placed on confirmation or thank-you pages and configured within ad platform interfaces (like Facebook Pixel, Google Ads tag). You've already covered the setup within Everflow to facilitate this firing.
Postbacks (Server-Side Tracking):
Benefits: More reliable as they transmit conversion data directly from the advertiser's server to Everflow, bypassing potential browser limitations. This helps ensure accurate tracking even if a user's browser blocks pixels. Postbacks are also essential for passing transaction-specific data like payout amounts.
Considerations: Require the advertiser to implement the postback URL correctly on their server. There can sometimes be delays in data transmission compared to pixels.
Implementation: You've already covered setting up the Partner Postback URL in Everflow. The key here is ensuring the advertiser's system is configured to send the correct data to that URL upon a conversion.
Best Practices for Using Both:
Deduping (De-duplication): If you are firing both a pixel and receiving a postback for the same conversion, it's crucial to have a mechanism in place to prevent double-counting. Everflow often has built-in deduplication logic based on unique transaction IDs. Ensure this is correctly configured.
Prioritization: Understand which data source your ad platforms prioritize for optimization and reporting. Often, server-side events (from postbacks) are considered more reliable.
Comprehensive Data: Use pixels for real-time insights and user behavior, and rely on postbacks for accurate conversion counts and revenue tracking.
Clear Communication with Advertisers: Ensure your advertisers understand the importance of setting up their postbacks correctly and passing all necessary parameters (including unique transaction IDs).
Common Pixel Tracking Pitfalls
Pixel tracking, while powerful, can be susceptible to certain issues:
Incorrect Placement: Placing the pixel code on the wrong page (e.g., not the confirmation page) will lead to inaccurate conversion counts.
Firing Issues: Browser ad blockers, privacy extensions, or slow page load times can prevent pixels from firing reliably.
Duplicate Pixels: Accidentally placing the same pixel code multiple times on a page can result in inflated conversion numbers.
Incorrect Event Mapping: Ensuring that the "Event Type" you select in Everflow (and the corresponding setup in the ad platform) accurately reflects the conversion action is crucial.
Missing Parameters: For events like purchases, failing to pass essential parameters like the value or currency can limit optimization capabilities.
Consent Management: Privacy regulations (like GDPR and CCPA) require obtaining user consent before deploying tracking pixels. Ensure proper consent mechanisms are in place.
iFrame Issues: If the conversion occurs within an iFrame, standard pixel implementation might not track it correctly, requiring specific solutions.
Changes to Advertiser Site: If the advertiser makes changes to their website without informing you, it could break the pixel implementation.