How do you use S2S conversion tracking?

Overview

In addition to the classic conversion pixel, AdUp also supports Server-to-Server (S2S) conversion tracking – also known as postback tracking.

With S2S tracking, the conversion is no longer tracked via the user's browser, but is transmitted directly from your system's server to AdUp.

This allows conversions to be measured more reliably – particularly in environments where browser tracking or third-party cookies are restricted.

How does S2S tracking work?

With classic pixel tracking, the conversion pixel is loaded in the browser after a successful action.

With server-to-server tracking, your server handles communication with AdUp instead.

The process looks simplified like this:

Ad │ ▼Click on ad │ ▼Transaction ID is generated │ ▼User converts │ ▼Tracking server │ ▼Postback to AdUp

The assignment between click and conversion is made via a unique Transaction ID.

When is S2S tracking suitable?

S2S tracking is particularly suitable if:

• browser tracking is restricted

• no third-party cookies should be used

• server-side tracking processes are in place

• apps or in-app events are being measured

• the highest data quality is required

Advantages

• No third-party cookies required

• Higher reliability in conversion tracking

• Conversions are only transmitted upon successful action

• Support for app downloads and in-app events

• Independent of browser restrictions

Limitations

S2S tracking offers many advantages, but also brings some specific features with it.

• The implementation is technically more demanding.

• A dedicated tracking server is required.

• View-through conversions cannot be measured.

• Setup and testing are more complex than with pixel tracking.

Prerequisites

To use S2S tracking you need:

• your own tracking server

• a configured conversion code

• access to your final click URL

• the ability to store and pass on parameters on the server side

Setup

Step 1: Pass the Transaction ID

Append the placeholder {transaction_id} to your final click URL.

Example:

t_id={transaction_id}

The parameter name can be freely chosen.

The only important thing is that your system can process the value.

Step 2: Store the Transaction ID

After the ad click, your system receives the Transaction ID.

This must be stored so that it can be assigned to a conversion later.

Step 3: Send conversion to AdUp

As soon as a conversion occurs, your tracking server sends a postback to AdUp.

Example:

https://d.adup-tech.com/campaign/conversion/postback/3711?t=NjMy&transaction_id=JVYdMHQtFxzl20C9rYwn

The conversion is assigned to the original ad click via the Transaction ID.

External Conversion Upload

The Transaction ID is also required for external conversion upload.

The process basically corresponds to standard S2S tracking.

This involves:

1. storing the Transaction ID upon the ad click,

2. later assigning it to a conversion,

3. subsequently transmitting it to AdUp along with the conversion data.

Without a Transaction ID, no assignment to the original click is possible.

Optional Parameters

In addition to the Transaction ID, further information can be passed on.

price

Price of an individual product.

Example:

price=199.99

quantity

Number of products purchased.

Example:

quantity=2

total

Total value of the conversion.

Example:

total=399.98

item_number

Product or article number.

Example:

item_number=EF_7890

order_id

Order number.

This parameter additionally serves to deduplicate conversions.

Example:

order_id=A12345

description

Optional description of the conversion.

Example:

description=TravelBooking

Best Practices

Store Transaction ID unchanged

The Transaction ID forms the basis of the entire attribution.

It should be stored unchanged and returned to AdUp.

Pass as much conversion data as possible

Additional information such as:

• Order value

• Order number

• Item number

• Quantity

improves reporting and evaluation.

Use unique Order IDs

Use unique order numbers to avoid duplicate conversion reports.

Test S2S tracking

Check after implementation:

• is the Transaction ID correctly stored?

• is it sent with the postback?

• are conversions correctly tracked?

• are order values and quantities correct?

Common error sources

Transaction ID is not stored

Without a Transaction ID, no conversion can be assigned to an ad click.

Transaction ID is modified

The transmitted Transaction ID must not be modified after the click.

Missing Order ID

If conversions are transmitted multiple times, a unique order_id helps with deduplication.

Invalid number formats

For price, quantity and total:

• Dot as decimal separator

• no thousands separator

• maximum of two decimal places

S2S Tracking or Conversion Pixel?