Changes to postback sending
Please be aware of the upcoming change to RCPA postback submission for the Send postback on first target event only option, effective June 15, 2025.
🔄 How it worked previously
With the Send postback on first target event only option enabled, a postback used to be sent once when a conversion occurred within the tracker's attribution window. This factored in the current status: it didn't matter whether or not there were other conversions before the tracker activation — only the first event following the tracker activation mattered.
🆕 How it will work
The Send postback on first target event only option's behavior will change: a postback will only be sent for the very first conversion that occured after an install (the once per install rule). If the user takes conversion actions before the tracker is activated, no postback is sent.
In the future, we'll update the option's name to better reflect its new behavior.
This change only applies to RCPA postbacks, which are postbacks sent in response to a user's in-app actions.
🧩 What changes for previously created trackers
The change only affects remarketing trackers with the Send postback on first target event only option enabled. We'll disable this setting in the interface: RCPA postbacks will be sent for all conversions within the attribution window. This will happen automatically on June 15, 2025.
The change won't affect install trackers: their behavior already complies with the once per install rule, because no conversion can occur before an install.
If you need to maintain the once per install behavior, after the changes take effect, edit the tracker settings manually and re-enable the updated Send postback on first target event only option.
Enabling the updated option will completely skip sending a postback if the user had taken conversion actions before the tracker was activated.
✅ Reasons for the change
- Higher transparency: All conversions within the attribution window will be visible to the partner.
- Consolidation: The system will be compatible with the new conversion model.
- Easier analysis and debugging: A predictable behavior with no hidden filters on the tracker's side.
If you have any questions, reach out to the support team — we'll help you adapt to the changes.