If your postback is not firing — or fires but your tracker is not crediting the conversion — the cause is almost always one of five things. Work through them in order.
1. Empty sub5
The postback fires, but {sub5} resolves to an empty string. The cause is almost always that the click ID was never captured into sub5 in the first place — your landing page is not appending it, or the URL parameter your landing page is reading does not match what your tracker expects.
Check by examining a recent click in Everflow. If sub5 is blank in the click report, the issue is at the link level — fix it on the tracking link, not the postback.
2. Wrong macro name
Macro names are case-sensitive and must match Everflow's spelling exactly. {Sub5}, {sub_5}, or {sub-5} all get sent literally as a string instead of being substituted. If your destination is receiving a literal placeholder string instead of a click ID, this is the cause.
3. Destination is rejecting the request
Open Everflow's postback log. If the destination is responding with a 4xx or 5xx, your postback URL is reaching the destination but being rejected. Common causes:
- A required parameter is missing.
- The URL was malformed by manual edits.
- The destination expects POST and you are sending GET.
- An access token is missing or expired.
4. Auto-deactivated
If a postback URL fails repeatedly, Everflow can automatically deactivate it. Re-enable it from your dashboard once you have fixed the underlying issue. Always verify the destination is responding 200 OK before re-enabling, or it will deactivate again.
5. HTTP/HTTPS mismatch
Modern destinations require HTTPS. If you saved the postback URL as http:// by mistake, the request will be rejected without a useful error. Always use HTTPS unless the destination explicitly requires HTTP.
Test before going live
Use Everflow's built-in postback test feature to fire a test postback before relying on real conversions to validate. The test postback article covers how.