What is Server-to-Server (S2S) tracking?
Server-to-Server (S2S) tracking, also known as server-side tracking or S2S postback, is a method of tracking user actions and conversions by transmitting data directly from one server to another. Unlike traditional pixel-based tracking, which relies on browser cookies, S2S tracking eliminates the dependency on client-side mechanisms.
Server-side tracking enables accurate data collection for actions like purchases, sign-ups, or downloads, even when browser-based methods are restricted, such as in cases of ad blockers or cookie restrictions.
Pros and cons of S2S tracking
While S2S tracking is a powerful tool, it’s essential to understand both its advantages and potential drawbacks to make an informed decision about its implementation.
Key differences between S2S postback and traditional pixel tracking
| Feature | S2S tracking | Pixel tracking |
| Data collection | Directly between servers | Through browser-based pixels |
| Dependency on cookies | No | Yes |
| Privacy compliance | Higher due to first-party data usage | Lower due to reliance on third-party cookies |
| Resilience | Less affected by ad blockers and cookie restrictions | Heavily impacted by browser limitations |
➜ S2S tracking offers a significant advantage over traditional pixel tracking by providing accurate and reliable data collection through server-to-server communication. This makes it a more resilient and compliant solution for modern marketing challenges.
How does S2S tracking work?
S2S postback operates by sending event data directly from a business’s server to the tracking platform’s server.
- User action: A customer performs an action, such as completing a purchase or submitting a form.
- Event logging: The event data (e.g., user ID, purchase details) is logged on the business’s server.
- Data transmission: The server sends the logged data to the marketing or analytics platform’s server via an API.
For example, when a customer makes a purchase after clicking on a Facebook ad, the eCommerce platform’s server logs the transaction details and shares them with Facebook’s server for attribution.
FAQs
What is the main benefit of S2S tracking?
The primary benefit of server-side tracking is its resilience to browser limitations, enabling accurate and reliable data collection even in environments with strict privacy settings or ad blockers.
How can server-side tracking improve conversion rates?
By facilitating accurate attribution and tracking across the customer journey, S2S helps businesses identify high-performing campaigns and optimize strategies for better conversion rates.
Is S2S postback compatible with all marketing platforms?
Most major platforms, including Facebook, Google Ads, and TikTok, support S2S tracking. However, compatibility may depend on the platform’s API integration.
What data can be tracked using S2S tracking methods?
Server-side tracking can capture events such as clicks, purchases, form submissions, app installs, and more, depending on the integration setup.
