Server-to-server (S2S) tracking, also known as postback tracking, is a method of tracking conversions or events that involves sending data between servers, eliminating the need for a user's browser involvement.
S2S tracking is preferred by many brands and affiliate marketers because it provides a more reliable and accurate way of tracking conversions because it relies on direct communication between servers. This means that postback tracking is less likely to be affected by ad blockers, user privacy settings, or other factors that can interfere with client-side tracking.
Server-to-server tracking is generally considered to be a more effective and reliable method for tracking in-app conversions compared to cookie-based tracking. Cookies can be blocked or deleted by users, which can result in incomplete or inaccurate conversion tracking.
With direct server-to-server communication, S2S tracking ensures accurate tracking of all conversions, even those that occur offline or without a network connection.
Postback tracking can help detect and prevent fraud by providing more detailed data on conversions (such as the time of conversion, the conversion value, and the transaction ID), and overall more control over how to regulate and secure that information.
To learn more about how to implement this integration, refer to our step-by-step Postback Integration guide here.
Please bear in mind that S2S tracking is a more advanced tracking method that requires some technical expertise to set up and configure. You may need a developer to assist in setting this up.
Who can use S2S tracking method with Tapfiliate?
Postback integration can be used by anyone who has a custom website or content management system.
Important: If you don't have access to the backend of your system (like in Shopify or WIX stores, etc.) you will not be able to implement this integration.