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 server-to-server 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, server-to-server 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 server-to-server tracking. However, compatibility may depend on the platform’s API integration.
What data can be tracked using server-to-server tracking methods?
Server-side tracking can capture events such as clicks, purchases, form submissions, app installs, and more, depending on the integration setup.
