Postback decision optimization rules are part of the Optimization Tool in Swaarm. For a general overview of how optimization rules work, including rule types, scope, and priority, see the Optimization Tool Overview.
Postback Decision vs Postback Status
Postback status defines the state of the conversion (Approved, Pending, Rejected).
Postback decision defines whether the postback is sent to the publisher or not (Passed / Failed).
For example, if a conversion occurs after a cap is reached, it may have status Pending, while the postback decision is Failed, meaning the postback will not be sent to the publisher.
Overview
Postback decision rules define whether a postback should be sent to the publisher or not after a conversion is processed in Swaarm. These rules evaluate conversions and assign a Passed or Failed decision for postback delivery.
Where to Configure Postback Decision Optimization Rules
Navigation path: Automation → Optimizations → Create → Rule Type: Postback Decision
Rules
Time-Based Validation Rules
These rules validate the time between clicks and events, or between multiple events, and are commonly used to prevent abnormal or artificially generated conversions.
Action to Action Time - marks the postback decision as Failed if the time between the selected initial event and the second event is less than the minimum or greater than the maximum duration defined in the rule.
Click to Install Time (CTIT) - marks the postback decision as Failed if the time between the click and the install does not fall within the defined threshold.
Click to Action Time (CTAT) - marks the postback decision as Failed if the time between the click and the event does not fall within the configured time range.
Click to Default Action Time (CTDAT) - marks the postback decision as Failed if the time between the click and the default event is outside the defined threshold.
Behaviour Control Rules
Banned User - marks the postback decision as Failed for subsequent events from the same user if one of the selected postback decision rules was previously failed.
This rule allows you to block further postbacks from a user once they violate defined conditions, on Offer, Advertiser, or Global level. The ban can be applied based on failures caused by any other postback decision rules, such as: Action to Action Time; Click to Action Time; etc
Budget & Caps Rules
These rules prevent postbacks from being sent once budget or cap limits are reached.
Budget Reached - marks the postback decision as Failed if the publisher budget or offer soft or hard budget has been reached, even if the conversion status is Approved or Pending.
Publisher & Traffic Eligibility Rules
These rules control postback delivery based on publisher approval, blocking, or traffic restrictions.
Advertiser Blocked Publisher - marks the postback decision as Failed if the publisher is blocked on the advertiser level.
Publisher Not Approved - marks the postback decision as Failed if the publisher is not approved for the offer.
Blacklisted Sub ID - marks the postback decision as Failed if the conversion contains a sub ID that is blacklisted on the offer or advertiser level.
Traffic Control - marks the postback decision as Failed if the conversion does not comply with the configured Traffic Control rules. Learn more about Traffic Control here.
24Metrics check - marks the postback decision as Failed if the conversion is identified as fraudulent by 24Metrics. This rule is part of the Swaarm-24Metrics integration and allows you to prevent postbacks from being sent to publishers for conversions flagged by 24Metrics, while still keeping the conversion tracked in Swaarm. Learn more about the integration here
Offer & Event Availability Rules
These rules ensure postbacks are only sent for active and eligible offers and events.
Inactive Offer - marks the postback decision as Failed if the offer is in status Paused, Pending, or Archived.
Private Event - marks the postback decision as Failed if the event has configured with visibility Private in the offer event settings.
Status-Based Rules
These rules react to the conversion status itself.
Rejected Postback - marks the postback decision as Failed for conversions with status Rejected.
Random Evaluation Rule
Randomly marks postback decisions as Failed based on a defined percentage, regardless of payout or conversion status. Learn more in the Random Evaluation Optimization Rule article.
Reporting & Monitoring
If postbacks are not being sent to publishers due to postback decision rules, their impact can be reviewed directly in reports.
Where to Check
You can analyse postback decision outcomes in the following reports:
Conversion Report
Custom Report
Explorer
What to Look For
In reports, pay attention to the following metrics and dimensions:
Evaluation Decision / Postback Decision - indicates whether the postback was Passed (sent to the publisher) or Failed (not sent).
Evaluation Decision Active Rules - shows the names of the optimization rules which are affecting the conversion
Evaluation Decision Failed Rules / Decision Failed Rules - shows which postback decision rule(s) caused the postback to fail (for example, Budget Reached, Rejected Postback, etc.).
Evaluation Decision Failed Sub Rules - shows the subrule, which caused the decision set as Failed (for example, Budget Reached Event Monthly Soft Offer)
This allows you to understand:
how many postbacks were not sent,
which rule caused the postback to fail,
and whether a rule may be too restrictive.
Example: Checking Failed Postbacks for a Publisher on a Specific Offer
Let’s say you have configured a Postback Decision Optimization Rule for Publisher 232 on Offer 29308, and you want to understand how many postbacks were not sent due to this rule.
Step 1: Open the report
Go to Reports → Custom Report (or Explorer).
Apply the following filters:
Offer ID = 29308
Publisher = 232
Step 2: Add postback decision fields
Add the following dimensions to the Custom report or Explorer:
Postback Decision (in Custom Report) or Decision (in Explorer)
Decision Failed Rules (in Custom Report) or Failed Decision Rules (in Explorer)
Decision Failed Subrules (in Custom Report) or Failed Decision Subrules (in Explorer)
And such metrics such as:
Total Conversions
Pub Conversions
Custom Report:
Explorer:
Step 3: Interpret the data
In the report, check:
the amount of Total conversions and amount of Pub Conversions
check the reason in Failed Decision Rules or more specific in Failed Decision Subrules
This shows:
how many postbacks were not sent to the publisher,
and which rule caused the postback decision to fail.
Step 4: Take action if needed
Based on the results, you can:
keep the rule as is (if the behaviour is expected),
adjust the rule thresholds or scope (for example, decrease chance % if you'd like more postbacks to be sent)
exclude the publisher or offer from the rule,
or deactivate the rule if postbacks should be sent.
Advanced Analysis (Superset)
Conversion-level data can also be analysed in Superset (Reports → Studio) using SQL queries. Using Superset is optional and typically required only for advanced or custom analysis. In most cases, Conversion Report, Custom Report, or Explorer provide sufficient visibility into postback decision behaviour.
