Postbacks & Audiences

Katalys enables you to automatically sync your Katalys conversions into other systems. This can help you optimize your media buying campaigns in real-time or ensure that your own systems stay in sync with Katalys.

Katalys postbacks allow Partners to:

• Optimize ad spend: Feed conversion and revenue data directly into Google Ads for smarter bidding and audience targeting.

• Track earnings in real time: Know exactly which campaigns are driving value and at what cost.

• Enable attribution flexibility: Support full attribution, partial attribution, or even zero-value conversions for visibility without payouts.

• Reduce development friction: Deploy an enterprise-ready, zero-dependency script directly into your content or landing pages.

This page describes Partner Postbacks for publishers using Katalys. If you are an Advertiser and want to read about advertiser-specific features, please read Audience Postbacks .

Use Cases

Postbacks enable you to receive more data from Katalys than is available from other platforms. The Katalys Identity Graph can build partial attribution audiences.

Read more about Partner Use Cases and partial attribution ->

Supported Traffic Flows

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

1. Partner-owned campaign → Partner-owned Article → Katalys Program

   • Requires adding the Katalys tracking script to Partner’s article pages.

   • Ideal for listicles or content-driven placements.

2. Partner-owned campaign → Katalys Program

   • Requires a direct-linking setup, so Katalys must be directly integrated via JavaScript on the landing page.

   • Enables partners to run campaigns without hosting intermediate content.

Setup Guides

Review the following guides for detailed instructions.

Setting up a Lander Campaign

Use the following guide:

• Deploy your Katalys tracking script to your lander.

  • Go to your KMP Integrations page and create or select one →

  • Copy the script into the header of your lander.

  • (optional) If you wish to expose parameters in Katalys reporting, you can modify the list under the ‘Features’ tab.

• Generate and place Katalys Tracking Links into your lander. You can define sub-values without breaking any tracking.

  • (optional) If you chose to expose certain parameters above, these values may overwrite the values in your tracking link.

• Update or confirm that your media buying platform will append the click ID URL parameter to your landing pages. (see below)

You now have a lander with 1) the Katalys tracking script, and 2) Katalys tracking links, and have setup your media buying account. You can proceed to setup your postback.

Setting up a Direct Campaign

If you do not have a pre-lander and wish to send traffic directly to a Katalys brand, you must ensure that your Katalys tracking link contains the correct parameters. Use the following guide:

• Choose a brand that directly integrated with Katalys' tracking technology. Your Katalys Account Manager can help you select a brand that is suitable.

• Generate a direct link to the brand’s landing page.

• Update or confirm that your media buying platform will append the click ID URL parameter onto the landing page. (see below)

You now have a link and account setup that is compatible with Katalys postbacks. You can proceed to setup your postback.

Confirming your marketing account is set up

To get performance pushed back into your marketing account, your ads should have some form of Click ID being appended to your ads' outbound URLs.

• For Google Ads, this is the gclid parameter which is appended when you enable “Auto-Tagging” for your Google Ads account.

  • Read more on Google’s documentation →

• For Meta, this is fbclid parameter which is automatically appended.

• For TikTok, this is the ttclid parameter which is automatically appended.

Coming from Everflow or other platforms?

See how Katalys compares: