Audience Postbacks

Katalys has built an automated system that can help you create audiences to help you or your partners optimize media buying performance.

This page is about advertiser-specific features for setting up postbacks. If you are a publisher and want to learn about Katalys' industry-leading partner options, read Postbacks & Audiences.

Use Cases

Postbacks enable you to receive more data from Katalys than is available from other platforms. You can receive postbacks from Katalys on all of the data you report, or on just certain data.

Supported Integrations

When you integrated your CRM or website into Katalys' tracking technology, you had many options for deploying the Katalys tech stack. If you wish to enable your partners to get the most out of their media buying campaigns, you must have integrated with Katalys directly. Indirect integrations will still work, but with limited effect as Katalys is not processing all of your attribution data.

For a list of direct integrations, read Katalys Integrations -->

Supported Traffic Flows

Katalys supports multiple common configurations - see supported setups for Google Ads below:

Advertiser-owned campaign → Track Katalys Cost
- Requires direct-linking setup.
- Advertisers can pass cost data into Katalys for performance measurement and ROI analysis.
Advertiser-owned campaign → Track Overall Value
- Enables advertisers to track the total value generated through Google Ads in connection with their Katalys program.

Coming from Everflow or other platforms?

See how Katalys compares:

Feature	Everflow or Other Platforms	Katalys
Ownership of setup	Brands often manage or configure integrations for partners	Partners self-manage integrations, freeing your team to focus on strategy instead of tech support
Attribution options	Limited to Conversion Actions	Supports full, partial, or zero-value conversions, providing more actionable performance insights
Script deployment	Complex setup, may require multiple steps per account	Partners deploy an enterprise-ready, zero-dependency script, allowing faster onboarding
Campaign mapping	Requires brands to map event types into Conversion Actions for every partner	No extra brand configuration needed; partners own their integrations
Campaign mapping limits	One integration per account, limiting flexibility in mapping Google Ads campaigns	Unlimited campaign mappings per account
Event routing	Explicit mapping and manual Q/A needed to confirm tracking	Intelligently reads links and routes events correctly to Google Ads and partner accounts
Parameter forwarding	Manual setup required; limited automation	Parameters are forwarded automatically by deploying a simple JavaScript