Campaign
How do you use S2S conversion tracking?
Learn how to transmit conversions server-side via S2S tracking (postback) to AdUp and why this method can be a reliable alternative to the classic conversion pixel.
Overview
In addition to conversion tracking via a pixel, which must be installed on the advertiser's website, server-to-server conversion tracking is now available as an alternative.
With server-to-server conversion tracking (also known as: Server2Server, S2S tracking, postback conversion tracking), the pixel is no longer called from the user's browser, but rather the advertiser's server calls the conversion tag (the “pixel”). Since an increasing number of browsers are experiencing issues with third-party cookies, postback conversion tracking is a good alternative to pixel tracking.
Is S2S tracking relevant for you?
Advantages
No cookies are required
Conversions can be tracked more reliably, as pixels are not suppressed by the browser
The request is only transmitted to AdUp in the event of an actual conversion
Downloads from the iOS AppStore or the Google Play Store, as well as in-app events, can be tracked
Disadvantages
Implementation effort for the advertiser
View-through conversions cannot be measured
More difficult to test
Requirements and installation
Setting up server-to-server tracking is slightly more complicated as technical adjustments need to be made. Therefore, this form of tracking is only recommended for experienced users. The following steps are necessary for use:
The advertiser must provide a tracking server that stores the transaction_id in the event of a click and calls it up again in the event of a conversion. The transaction ID is a unique ID generated upon a click in order to attribute subsequent events, such as conversions, to a click.
The “Transaction ID” must be passed to the final click URL. The placeholder “{transaction_id}” is available for this purpose, which can be used in the final click URL suffix in the URL options of the advertiser account. The parameter can be named as desired (e.g. t_id={transaction_id}). It must be able to be processed by the advertiser.
The advertiser's tracking server must store the value of the parameter and, in the event of a conversion, pass it to AdUp with the conversion request, e.g. https://d.adup-tech.com/campaign/conversion/postback/3711?t=NjMy&transaction_id=JVYdMHQtFxzl20C9rYwn
Special feature – External conversion upload
The transaction ID is a requirement for uploading external conversion data. The transaction ID is used to assign the conversion to the respective click and provides all relevant statistical information.
The advertiser must provide a tracking server that stores the transaction_id in the event of a click and assigns it to a conversion in the file import.
The “Transaction ID” must be passed to the final click URL.
The placeholder “{transaction_id}” is available for this purpose, which can be used, for example, in the final click URL suffix in the URL options of the advertiser account.
The parameter can be named as desired (e.g. t_id={transaction_id}). It only needs to be able to be processed by the advertiser.
The advertiser's tracking server must store the value of the parameter so that the advertiser can assign a later conversion to the transaction ID
Optional parameters
Name | Description | Example |
|---|---|---|
price | Your unique conversion code
| |
quantity | Quantity
| |
total | Total price of the conversion
| |
item_number | Item number
| |
order_id | Order number
| |
description | Description of the conversion
|