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Conversion Postbacks are currently in alpha. Behavior and supported networks may change between releases.
Who is this for? Marketers running paid acquisition on TikTok Ads, Meta Ads, Google Ads, Reddit Ads, Amazon Ads (including Twitch, Fire TV, and Amazon DSP), or X Ads who want to feed conversion data back to those platforms to improve campaign optimisation.
When a player clicks your ad, installs the game, and completes an action you’ve defined as a conversion, Attribution captures the journey. Conversion Postbacks close the loop by notifying the ad network that the click led to a real outcome. What counts as a conversion is set by your Conversion Goals. A postback fires whenever an attributed event matches an active Goal, so you control exactly which actions are forwarded. Without postbacks, ad networks are flying blind. Their optimisation algorithms can see your spend but not your results. With postbacks enabled, every attributed conversion you send back directly improves your campaign targeting.

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How It Works

1

Player clicks your ad

Immutable’s Web SDK captures the click ID from your ad campaign on your marketing site.
2

Player installs and acts

Your game sends events via the Unity SDK, Web SDK, or REST API as the player plays.
3

Immutable attributes the event and checks your Goals

The Audience attribution engine matches the in-game event to the original ad click, then checks it against your active Conversion Goals. If it matches a Goal, the conversion is recorded.
4

Postback fires automatically

For each matched Goal, Immutable sends a server-to-server callback to your connected ad networks with the conversion data. No code changes needed after initial setup.

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Supported Networks

TikTok Ads

TikTok Events API, connected via OAuth in Audience Hub

Meta Ads

Meta Conversions API, connected via OAuth in Audience Hub (sandbox mode)

Google Ads

Google Ads API offline conversion import, connected via OAuth in Audience Hub (testing mode)

Reddit Ads

Reddit Conversions API v3, connected via OAuth in Audience Hub

Amazon Ads

Amazon Ads Conversions API (covers Twitch, Fire TV, Amazon DSP), connected via OAuth in Audience Hub

X Ads

X Ads Conversions API, connected via OAuth in Audience Hub

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What You Need

Before configuring postbacks for a game:
  • The Immutable Web SDK is installed on your marketing site (captures click IDs from ad platforms)
  • The Unity SDK, Web SDK, or REST API is sending the events your Conversion Goals are built on (such as purchase)
  • At least one Conversion Goal is active for the game. A postback fires when an attributed event matches an active Goal.
  • You have admin access to the game in Audience Hub

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Event Mapping

A postback carries the event from the Conversion Goal that matched. Immutable maps each Goal event to the closest standard event on each network: For purchase conversions, Immutable forwards value and currency when both are present, so ad networks can optimise for revenue (ROAS), not just conversion count. This applies to all six networks. Google Ads requires you to map each active Goal to a Conversion Action you’ve created in your Google Ads account. See the Google Ads setup guide for details. Amazon Ads requires you to map each active Goal to a numeric Conversion Definition ID created in your Amazon DSP Console. The event type is set on the definition in Amazon DSP, so Immutable sends only the ID. See the Amazon Ads setup guide for details. X Ads requires you to map each active Goal to a Single Event Tag (SET) ID created in X Ads Events Manager. The conversion type is set on the tag in X, so Immutable sends only the tag ID. See the X Ads setup guide for details. To choose which events count as conversions for your game, set up your Conversion Goals.

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Monitoring Postback Delivery

The Delivery logs section on each ad network’s integration page (Settings then Integrations then [Network]) shows every postback dispatch attempt for that game. Filter by time range (last hour, 24 hours, 7 days, or 30 days) and status. Each log entry shows:

Success

The network accepted the postback

Failed

The network rejected the payload, usually a credential or configuration issue. Not retried.

Retried

A transient network error. Immutable automatically retried the delivery.

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Health status

Each postback config in the list shows a health indicator alongside its enabled/disabled badge:

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FAQ

No. Postbacks rely on click IDs captured by the Web SDK on your marketing site when a player arrives from an ad. Without a click ID, Immutable cannot tie the in-game conversion back to the original ad click, and there is nothing to forward to the ad network.Reddit Ads also accepts a hashed email address as a fallback identifier when no click ID is present. See the Reddit Ads setup guide for details.
No. Only conversions attributed to a paid ad click on a configured network are forwarded. Organic players, players from untracked sources, and players whose click happened outside the supported networks do not generate postbacks.
Yes. The REST API accepts the same events. Events from any source (Unity SDK, Web SDK, REST API) are eligible to match a Conversion Goal and trigger postbacks once attributed.
Events marked test: true (from SDK or Pixel testMode) are handled differently per network. TikTok and Reddit route them to each platform’s test environment if a test code or test ID is configured on the postback. Meta uses test_event_code in the same way. Normal production events are never affected by test codes, even when one is set.
Erasure removes the user’s data from Immutable’s systems (see Deleting User Data). Postbacks already delivered to ad networks are not retracted by Immutable. Once the network has received the conversion signal, it operates under that network’s data retention policy. To request erasure from the ad network itself, contact the network directly. New postbacks will not be sent for the erased user.
Check the following:
  • Is the postback config enabled?
  • Is there at least one active Conversion Goal matching the events you’re sending? Without a matching Goal, nothing is forwarded.
  • Is the Immutable Web SDK installed and capturing click IDs on the pages you’re running ads against? Without a click ID, Immutable can’t attribute the conversion to a paid ad click.
  • Is the Unity SDK, Web SDK, or REST API sending the expected events?
The ad network rejected the payload. Check the HTTP status code shown in the log entry:
  • 401 / 403: your credentials have expired or been revoked. Reconnect the integration for all OAuth networks (TikTok, Meta, Google, Reddit, Amazon, X).
  • 400: the event payload was rejected by the network’s validation. Contact your Immutable account manager with the attribution event ID from the log.
Additional networks are not yet available for self-service configuration. Contact your Immutable account manager or reach out via the support portal to discuss your needs.

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Next Steps

Conversion Goals

Define which player actions count as a conversion and control what triggers postbacks

Attribution

How tracking data powers player attribution and Hub reports

Data Dictionary

Full reference of event schemas and consent levels

Web SDK

Typed SDK for web games, marketing sites, and SPAs

Unity SDK

In-game tracking for Unity desktop builds

REST API

Send events from your backend or game server