<b>Postback latency over 90 seconds correlates with 3.2% attribution loss</b>

<b>Postback latency over 90 seconds correlates with 3.2% attribution loss</b>
Postback = server-to-server signal firing a conversion back to your tracker.

— Median postback latency: 1.4s ▏
— p95 latency: 41s ▏▏▏▏
— p99 latency: 96s ▏▏▏▏▏▏▏▏▏
— Conversions lost when latency exceeds 90s: ~3.2% ▏▏▏

Late postbacks miss session windows and dedup cutoffs, so they silently undercount; the loss is concentrated in the slow tail, not the median. n=2.1M postback events across 12 trackers.

Read: alert on p99 postback latency, not average; the tail is where attribution leaks.