S2S Tracking is a term that refers to a tracking method that is based on sending back messages from the advertisers’ system to partner software for tracking data. This type of tracking is supported by advertisers and their servers. This process makes S2S tracking much more difficult, from a technical point of view, than client-side tracking. The most favored S2S tracking are:
- Accuracy
- Safety
- Flexibility
It’s worth noting that the server to server (S2S) conversion tracking doesn’t use cookies at all. As noted earlier, all data is on the server side.
S2S tracking creates and stores a unique identifier when the user clicks on the tracking link or creates their ad impression. This personal ID is assigned to the user when they convert later. It does this by sending a unique user-generated ID, which is then sent back to the tracking server.
Even though the ID is unique and the user has their ID, all the important information about the user can be easily stored using one metric. Unique information about the user includes the browser, operating system, Internet service provider, country, time, and date when the information was sent.
If you have a fully functioning S2S tracking configured, all you need to buy traffic is a click ID.
