SOP: Conversion tracking — inline pixel vs server postback

SOP: Conversion tracking — inline pixel vs server postback

Step 1 — Identify who confirms the conversion. If the advertiser fires it server-to-server, use postback. If only a browser pixel exists, you're stuck with inline.
Step 2 — Prefer server postback when available.
☐ Survives ad-blockers and ITP — pixels don't
☐ Carries the real payout, not a hardcoded value
☐ Can't be spoofed by the user's browser
Step 3 — Secure the postback. Validate the click_id exists and hasn't already converted (dedup conversions, not just clicks).
Step 4 — Keep inline pixel as a cross-check, not the source of truth. Discrepancy between pixel and postback >5% means tracking is leaking.
Step 5 — Match payout currency and timezone to the advertiser's, or your reconciliation drifts.

Tradeoff: pixels are universal but lossy and spoofable; postbacks are accurate but require advertiser support.

Reconcile postback vs advertiser dashboard weekly.