Postbacks

Let your CRM report a sale days later, by click id, without sending anything twice.

A postback is a call your CRM makes to EventsIQ, later, saying "this lead booked an appointment" or "this lead signed". EventsIQ finds the lead by its click id, works out which campaign it came from, and sends the event to that campaign's pixel or Google Ads account.

Most sales are not decided the moment a lead is bought. Postbacks are how the ad network still hears about them, so it can find you more people like the ones who actually paid.

You'll find them under Settings → Postbacks.

Where it fits

Your CRM only sends a click id and an event name. Everything else is already in EventsIQ:

Loading diagram

The event never names a pixel. The campaign decides where it goes, so one postback URL serves every campaign and every ad account you have.

Your postback link

At the top of the page is your account's postback link, under Your postback link:

https://app.eventsiq.io/cv?click_id={click_id}&event=sold&value={value}&key=YOUR_KEY

Give it to your CRM, replacing the braced parts with however your CRM writes them. Click Copy link to copy it with your real key in it. Show key shows the key itself.

Part	What it is	Other names accepted
`click_id`	The EventsIQ click id stored on the lead	`clickid`, `eiq_click`, `cid`
`lead_id`	Instead of `click_id`, for leads that never had a click. See below	`leadid`, `eiq_lead`
`event`	One of your events below, for example `sold`	`ct`, `event_name`
`value`	The sale amount, when the event takes one	`payout`, `amount`, `revenue`
`currency`	Optional. Three letters, for example `USD`	`cur`
`key`	Your account's key. It proves the call came from you	`postback_key`

The other names exist so a CRM already set up for another tracker can be pointed at EventsIQ by changing only the address. GET and POST both work, with the values in the address, a form body or JSON.

Getting the click id to your CRM

Your CRM can only send back a click id it was given. When your routing sends the lead to the CRM, include the click id in the body with the token {{runtime.eiq_click_id}} (the older {{runtime.formwork_click_id}} still works). See Destinations for body templates.

Leads without a click: instant forms

Facebook, TikTok, Google and Snapchat instant form leads are submitted inside the ad, so they never pass through a tracking link and have no click id. Report them with the lead's own id instead. The page shows this second link too, under For instant form leads, which have no click:

https://app.eventsiq.io/cv?lead_id={lead_id}&event=sold&value={value}&key=YOUR_KEY

When your routing sends the lead to the CRM, include {{system.lead_id}} in the body, for example "eiq_lead_id": "{{system.lead_id}}".
Have the CRM post that value back as lead_id.
On the EventsIQ campaign for that lead ad, pick its Ad campaign. That is how a lead with no click finds its campaign, and so its conversion integration.

If a postback carries both ids, click_id is used. A sale is still reported only once per lead, whichever id your CRM sends.

Treat the key like a password

Anyone with your key and a click id could report fake sales and quietly poison what the ad network learns. If the key leaks, click Change key. The old link stops working at once, so update your CRM straight after.

Events

Events are your own names for the stages your CRM reports. Click Add event.

Field	What it does
Name your CRM sends	The word in the postback, for example `sold`. Matched ignoring capitals and spaces
What to call it here	A readable name for your own screens, for example `Sale closed`
Value	Whatever the CRM sends, The same every time or No value at all
Amount	With The same every time: the fixed amount
Currency	Leave empty to use the integration's currency
Enabled	Turn off to ignore this event without deleting it

What the ad network is told is not set here. Each Conversion API integration maps your events to its own names under Postback events, so sold can be Purchase on Meta and a conversion action on Google.

Testing a postback

Take a click id from a test lead (open it in Logs and look under The click it came from), then:

bash

curl "https://app.eventsiq.io/cv?click_id=PASTE_CLICK_ID&event=sold&value=250&key=YOUR_KEY"

Open Activity → Conversion logs. You should see a Postback: sold row and the event sent to the network.

Sending twice is safe

Each click can report each event once. If your CRM retries, or somebody marks the same lead sold twice, the second call is answered but nothing is sent, and the log row says already reported. That way one sale is never counted as two.

Different events on the same click are separate, so appointment and then sold both go through.

When nothing was sent

EventsIQ always answers the CRM with success, even when it sends nothing, because many CRMs retry a refused call forever. The reason is in the reply and, where EventsIQ can tell which account it is for, in Conversion logs as a skipped Postback row.

Reason in the log	Kind	What to fix
No event of that name is set up here	Setup	Add the event, or fix the spelling in the CRM
The campaign this click came from no longer exists	Setup	Nothing to send to. The campaign was deleted
The campaign has no conversion integration	Setup	Pick one on the campaign's General tab
The conversion integration is turned off or missing its pixel	Setup	Fix the integration
The integration has no row for this event	Setup	Add the event under the integration's Postback events
CRM events can only be sent to a Meta pixel	Setup	Turn off CRM on that row, or use a Meta integration
That event exists but is turned off	Rule	Turn it on if you want it sent
Already reported for this click	Rule	Nothing. This is the double-count protection working

Some refusals happen before EventsIQ knows whose account the call is for, so they appear only in the reply to the CRM, never in your logs:

Reply	Why
The postback carried no click id	The CRM did not fill in `click_id`
No click here matches that id	The id is wrong, or from another account
`Unauthorized.`	The key is wrong or was rotated
That click produced no lead here	The visitor clicked but never submitted
No lead here matches that lead id	The lead id is wrong, from another account, or deleted

If a CRM says it is sending postbacks and Conversion logs shows nothing at all, it is one of these. Run the same call with curl and read the reply.

Instant form leads

An instant form lead has no click id, so its postback uses lead_id (see Leads without a click). If no campaign here has its ad campaign picked, the postback is logged as skipped with "no campaign here matches its ad campaign".

Integrations: mapping your events to what each network receives.
Campaigns: choosing the conversion integration.
Logs: reading Conversion logs.