CRM Status Pull vs Real-Time Postback: Tracking FTDs

CRM Status Pull vs Real-Time Postback: Tracking FTDs

What it is: Two ways a broker tells your tracker a lead converted. Postback (S2S) fires a server call the instant an FTD lands. CRM status pull means you query the broker's API or dashboard on a schedule to reconcile lead states.

Best for postback: Real-time optimization. You need FTD signals within seconds to pause losing placements and scale winners same-session.

Pros (postback)
— Instant conversion data; optimize before budget burns
— Passes back sub-IDs cleanly for placement-level ROI
— Standard across Voluum, RedTrack, Binom

Cons (postback)
— Brokers fire FTD postbacks late or batch them, breaking real-time
— No visibility into lead lifecycle (call attempts, retention status)

CRM pulls give the full picture: which leads are 'no answer', 'callback', 'deposited', 'retention'. That lifecycle data is gold for understanding why FTDs don't trade. But it's reconciliation, not real-time.

Who should skip CRM pulls: Buyers on networks that won't share CRM API access (most). You're stuck with postbacks; don't waste cycles asking.

Verdict: Postback to optimize, pull to reconcile.