# Postback

A server message that reports an event or measurement result to another system.

A server message that reports an event or measurement result to another system.

## An example

A measurement provider notifies an ad partner that an eligible conversion was recorded.

## Why it matters

Authenticate messages and deduplicate retries. A postback can arrive late or contain limited information.


## Related terms
- [Attribution](https://jolts.xyz/resources/glossary/attribution)
- [Attribution window](https://jolts.xyz/resources/glossary/attribution-window)
- [Conversion](https://jolts.xyz/resources/glossary/conversion)
- [Conversion tracking](https://jolts.xyz/resources/glossary/conversion-tracking)

## Next step

[Explore advertising](https://jolts.xyz/advertisers) or [monetize your AI app](https://jolts.xyz/publishers).