Which events should I send back as postbacks, and why?
Send the initial app install event, key onboarding milestones (registration, tutorial completion), and your primary monetization action (purchase, subscription, deposit). Early funnel events provide rapid feedback signals for bidding algorithms, while downstream revenue events enable deep ROAS and value-based optimization.
Detailed Explanation
Bidding engines need data to optimize. If you only send back the final purchase event, and only 1% of users make a purchase, the bidding algorithm may only receive 2 or 3 conversion signals a day. This is too sparse for machine learning models to identify winning publisher cohorts.
By sending back intermediate funnel events (like 'tutorial_complete' or 'add_to_cart'), you give the bidding engine 10× to 20× more feedback signals within the first 24 hours of user acquisition.
The engine uses early milestones to predict which traffic sources are most likely to yield eventual purchases, accelerating campaign learning and cutting media waste.
An early in-app user action with high statistical correlation to downstream monetization, used to train bidding algorithms faster.
Sparse Conversion Data vs Proxy Optimization
A mobile subscription app with a 7-day free trial spends $500 daily.
Proxy events allow bidding algorithms to optimize long before trial periods conclude.
What to Do Next
- 1Map out your app's user journey and identify the top 3 correlated milestone events before purchase.
- 2Configure your MMP partner integration to forward all qualified in-app events with revenue values.
- 3Test payload syntax with our Postback Troubleshooting Guide.
Related Questions
Postback Troubleshooting Guide
Inspect postback URLs and parameter mappings for in-app events.