The Headache: Aggregated Data Conceals ROI
When running campaigns, looking at overall metrics can be misleading. A campaign might have an overall ROI of -10% (losing money), but inside that campaign, specific subsets of traffic might be highly profitable:
- A specific ad creative is generating a 300% ROI.
- Traffic from mobile devices is profitable, while desktop is losing money.
- Keywords from search queries are converting, but search partner sites are bleeding budget.
If your tracking software only shows aggregate totals per campaign, you will likely pause the entire campaign, killing profitable traffic streams.
PostbackFlow solves this with Granular Parameter Reporting.
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How Parameter Reporting Works
PostbackFlow captures up to 5 custom parameters (Sub1 to Sub5) for every click.
Common parameters include:
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sub1: Creative ID / Ad ID
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sub2: Keyword / Search Query
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sub3: Placement / Site Domain
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sub4: Device Type / OS
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sub5: Target Audience / Angle
Our reporting engine allows you to segment your report table using Group By queries. It breaks down total Clicks, Conversions, CVR %, and Revenue by individual parameter values, showing you the exact ROI of each segment.
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Step-by-Step Implementation
Step 1: Append Parameters to your Tracking Link
When setting up campaigns in Facebook Ads or Google Ads, append the ad network dynamic parameters (tokens) to your tracking link:- Facebook Ads Example:
https://track.yourdomain.com/click/YOUR_CAMP_TOKEN?sub1={{ad.id}}&sub3={{placement}}
- Google Ads Example:
https://track.yourdomain.com/click/YOUR_CAMP_TOKEN?sub1={creative}&sub2={keyword}
Step 2: Query the Reports
1. Go to Reports in the PostbackFlow Console. 2. Select your Campaign from the dropdown. 3. In the Group By field, choose the parameter you want to analyze (e.g. "Sub 1 (Creative / Adset)" or "Sub 2 (Keyword / Placement)"). 4. Choose your Time Range and click Filter Report. 5. The system will display the performance table for each parameter value.---
Expected Results & ROI Impact
- Surgical Campaign Optimization: Pause losing creatives and shift ad budget to winning ad sets.
- Stop Placement Bleeding: Identify and block spammy publisher websites or low-performing placements.
- Unlock Hidden Angles: Uncover which keywords convert best, allowing you to rewrite ad copy to match search intent.