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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 or Reddit Ads who want to feed conversion data back to those platforms to improve campaign optimisation.
When a player clicks your TikTok Ads or Reddit Ads ad, installs the game, and makes a purchase, Immutable Audience captures the whole journey. Conversion postbacks close the loop by automatically notifying the ad network that the click led to a real outcome. 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 tracking pixel captures the click ID from your TikTok Ads or Reddit Ads campaign on your marketing site.
2

Player installs and converts

Your game fires a conversion event via the Unity SDK, Web SDK, or REST API: game launch or purchase.
3

Immutable attributes the conversion

The Audience attribution engine matches the in-game event to the original ad click.
4

Postback fires automatically

Immutable sends a server-to-server callback to the ad network with the conversion data. No code changes needed after initial setup.

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Supported Networks

TikTok Ads

TikTok Events API, configured directly in Audience Hub

Reddit Ads

Reddit Conversions API v3, configured directly in Audience Hub

More networks coming

Additional ad networks are on the roadmap. Reach out to your Immutable account manager to discuss your needs.

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What You Need

Before configuring postbacks for a game:

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Set Up TikTok Ads Postbacks

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Step 1: Get your TikTok Ads credentials

You’ll need two things from TikTok Events Manager:
  1. Access Token: In TikTok Events Manager, go to your pixel, then Settings, then Generate Access Token. Copy the token immediately; it’s only shown once. You need Business Center admin rights on the pixel to do this.
  2. Pixel Code: The pixel code is shown in Events Manager alongside the pixel name (not the pixel name itself).
The access token generated from Events Manager is long-lived and doesn’t expire unless manually revoked. We recommend generating it from a service account rather than a personal admin account to avoid it expiring when someone leaves the team.

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Step 2: Configure in Hub

  1. In Audience Hub, navigate to Settings → Integrations → TikTok Ads.
  2. In the Conversion postbacks section, click + Add postback.
  3. Enter your Access token and Pixel code.
  4. Under Trigger events, check Game Launch (game_launch), Purchase (purchase), or both. At least one must be selected.
  5. Click Save. Hub validates your credentials against the TikTok Ads API before saving; if the token or pixel code is invalid you’ll see an error immediately.

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Step 3: Verify delivery

Once a real attributed conversion arrives — a player who clicked your TikTok Ads ad and then converted — you’ll see it appear in the Delivery logs section on the same page. You can also check TikTok Events Manager under your pixel’s event activity.
To validate your setup without sending live events to TikTok, enter a Test event code in the Credential validation section when you save. Hub routes only the save-time validation event to TikTok Test Events — this code is not stored and does not affect production traffic.

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Set Up Reddit Ads Postbacks

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Step 1: Get your Reddit Ads credentials

Reddit Ads uses a Conversion Access Token (CAT), a long-lived non-expiring key designed for server-side API use.
  1. Conversion Access Token: In Reddit Ads Manager, go to Events Manager, your pixel, Conversions API, then Generate Conversion Access Token. Any administrator for the ad account can generate this.
  2. Pixel ID: Shown in Reddit Ads Manager next to your pixel (format: a2_xxxxxxxx).
The Reddit Ads Conversion Access Token doesn’t expire and can be regenerated from Ads Manager at any time without affecting your existing integration until you update it in Hub.

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Step 2: Configure in Hub

  1. In Audience Hub, navigate to Settings → Integrations → Reddit Ads.
  2. In the Conversion postbacks section, click + Add postback.
  3. Enter your Conversion access token and Pixel ID.
  4. Under Trigger events, check Game Launch (game_launch), Purchase (purchase), or both. At least one must be selected.
  5. Click Save. Hub validates your credentials against the Reddit Ads API before saving.
To validate your setup without sending live events to Reddit, enter a Test ID in the Credential validation section when you save. Hub routes only the save-time validation event using that test ID — this value is not stored and does not affect production traffic.
Reddit Ads requires either a click ID (from a Reddit Ads campaign click captured by the Tracking Pixel) or a hashed email address to match conversions to users. If neither is present on an attributed event, that conversion won’t be forwarded. Make sure your Tracking Pixel is correctly installed on any pages you’re running Reddit Ads campaigns against.

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Step 3: Verify delivery

Once a real attributed conversion arrives — a player who clicked your Reddit Ads ad and then converted — you’ll see it appear in the Delivery logs section on the same page. You can also check Reddit Ads Manager under Events Manager → your pixel’s activity.

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Event Types

Fires when a player first successfully launches the game: the game_launch event sent by the Unity SDK on initialisation. This is the primary acquisition signal; it tells the ad network that a click led to an actual install and run.
  • TikTok Ads: maps to CompleteRegistration
  • Reddit Ads: maps to a custom event named game_launch
Fires when a player completes a purchase: the purchase event with optional value and currency fields. When value and currency are present, Immutable forwards them so ad networks can optimise for revenue (ROAS), not just conversion count.
  • TikTok Ads: maps to Purchase
  • Reddit Ads: maps to Purchase
You can enable one or both event types per network. Most studios enable both for maximum signal quality.

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Monitoring Postback Delivery

The Delivery logs section on the TikTok Ads or Reddit Ads integration page (Settings → Integrations → [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:
ColumnDescription
TimeWhen the postback was sent (hover for the exact timestamp)
EventThe conversion event that triggered it: Game Launch or Purchase
StatusDelivery outcome (see below)
HTTPThe HTTP status code returned by the ad network
LatencyRound-trip time in milliseconds
AttemptWhich retry attempt this entry represents

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:
IndicatorMeaning
No indicatorPostbacks are delivering normally
Warning icon — “Credential failures detected”Recent deliveries are failing with auth errors — credentials may have been revoked or expired
Clock icon — “No recent activity”No delivery history yet; normal for a newly configured postback
If you see the credential failures warning, open the config menu → Edit → expand Rotate credentials → enter fresh credentials → Save.

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FAQ

No. Postbacks rely on click IDs (ttclid from TikTok Ads, click IDs from Reddit Ads campaigns) captured by the Tracking Pixel or 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.
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 game_launch and purchase events. Events from any source (Unity SDK, Web SDK, REST API) are eligible to trigger postbacks once attributed.
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 TikTok Ads or Reddit Ads directly. New postbacks will not be sent for the erased user.
The validation step calls the ad network’s API with a synthetic test event. Common causes:
  • TikTok Ads: the token was generated from the wrong pixel, or the user who generated it doesn’t have admin rights on that pixel. Try regenerating from the correct pixel.
  • Reddit Ads: the Pixel ID format should be a2_xxxxxxxx. Check for leading/trailing spaces.
  • For both networks: verify the token and pixel ID are copied without truncation.
Check the following:
  • Is the postback config enabled?
  • Are the trigger events configured (Game Launch, Purchase, or both)?
  • Is the Immutable Tracking Pixel 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. Rotate them in Hub.
  • 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. We’ll update this documentation as more networks become available.

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Next Steps

Attribution

How tracking data powers player attribution and Hub reports

Data Dictionary

Full reference of event schemas and consent levels

Tracking Pixel

Make sure click IDs are being captured from your ad platforms

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