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.
The workflow for S2S postback tracking involves several key steps:
Capturing the affiliate identifier (e.g.,
ref,aid, or a custom subID) from the referral URL and storing it.Sending an S2S request to Tapfiliate’s conversion postback endpoint or customer endpoint after a successful purchase. Authentication is done using the account’s API key.
Including at least the
external_id(unique order/transaction ID) and either thereferral_code(affiliate ID) or a coupon code to attribute the conversion to the correct affiliate.
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.
Additionally, Tapfiliate supports outgoing postbacks to affiliates’ systems using macros like ${click_subid}, ${commission_amount}, and ${conversion_external_id}. These macros allow for seamless integration and data sharing with affiliate systems.
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.
To ensure consistent tracking, merchants should capture and store the transaction_id from the affiliate’s referral link when a user clicks it. When sending conversion data via the Conversion API, include the transaction_id as metadata. This ensures the transaction_id is preserved throughout the tracking flow, enhancing accuracy and fraud prevention.
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.
For payments processed outside of Tapfiliate’s standard tracking methods, the platform supports advanced API tracking. Merchants can send conversion data directly from their backend to Tapfiliate, ensuring accurate tracking of externally processed payments.
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.