{"id":17467,"date":"2022-03-11T16:37:29","date_gmt":"2022-03-11T13:37:29","guid":{"rendered":"https:\/\/adsterra.com\/blog\/?p=17467"},"modified":"2026-03-12T20:21:40","modified_gmt":"2026-03-12T17:21:40","slug":"adsterra-s2s-tracking","status":"publish","type":"post","link":"https:\/\/blogdev.adsterratech.com\/blog\/adsterra-s2s-tracking\/","title":{"rendered":"S2S Conversion Tracking: Master Accurate Attribution and Enjoy Data Precision"},"content":{"rendered":"\n

S2S conversion tracking<\/strong> is the most accurate means to capture conversions in your advertising campaigns, ensuring compliance with the evolving privacy regulations. If you’re an advertiser or an affiliate marketing pro, this guide is your go-to tool for learning S2S conversion tracking from scratch. You’ll walk all the necessary stages:<\/p>\n\n\n\n

    \n
  1. Create a default postback URL and set it up in your tracker<\/li>\n\n\n\n
  2. Map parameters between Adsterra and your tracking platform<\/li>\n\n\n\n
  3. Test your offer link with all parameters.<\/li>\n<\/ol>\n\n\n
    START YOUR FIRST CAMPAIGN<\/a><\/div>\n\n\n\n
    <\/div>\n\n\n\n

    What is S2S tracking?<\/strong><\/h2>\n\n\n\n

    S2S (server-to-server tracking) is a secure method of recording conversion data by passing it directly between two servers. Data transmission is cookiless, meaning it bypasses browser restrictions and you don’t lose valuable events.<\/p>\n\n\n\n

    <\/div>\n\n\n\n

    Types of server-side tracking<\/strong><\/h3>\n\n\n\n
      \n
    1. Single-conversion tracking records a single user action, such as an app install. It’s enough for many affiliate campaigns and allows you to include additional parameters such as payout variable, ad placement, creative, OS, etc.<\/li>\n\n\n\n
    2. Multi-event tracking<\/a> allows for more accurate attribution of user actions. You can monitor various events throughout the customer journey and receive enriched reports on how users use your product. For example, enhanced conversions include app installs, trials, and paid subscriptions. All of these are crucial in-app events, and advertisers need them to improve the sales funnel and customize bidding strategies<\/a>.<\/li>\n<\/ol>\n\n\n\n
      <\/div>\n\n\n\n

      How does S2S tracking work?<\/strong><\/h2>\n\n\n\n

      Server-to-server (S2S) tracking enables servers from businesses and ad platforms to exchange conversion data directly. It uses a unique click ID upon ad interaction, stores it server-side, and sends it back to the ad platform when a conversion occurs.<\/p>\n\n\n\n

      <\/div>\n\n\n\n

      What happens during S2S postback tracking?<\/strong><\/h3>\n\n\n\n

      When a user clicks an advertisement, the ad network assigns a unique ID (the click ID) to this click and passes it to the advertiser’s campaign URL (your landing page URL). The advertiser stores this ID on their server. When a conversion happens, the advertiser’s server sends a “postback” (a server-to-server HTTP request) containing the click ID back to the ad network to confirm the conversion has fired.<\/p>\n\n\n\n

      <\/div>\n\n\n\n

      Key components<\/strong><\/h3>\n\n\n\n