Tapfiliate now has Server-to-Server (Postback) tracking

Tapfiliate is delighted to announce that we have a new and improved way to track affiliate conversions for anyone with a custom website with access to their backend. The good news is that no third-party cookies are involved. It is called server-to-server (or postback) tracking.

Here’s what you need to know to make an informed decision about whether this tracking method is right for your business.

Who can use this new integration method with Tapfiliate?

Anyone with a custom site or content management system can use this new integration method, including WooCommerce, PrestaShop

Please note that if you work with a standalone system like Shopify, WIX, or something where you can’t access the backend of your system, you will not be able to implement this system.

Find the instructions on how to implement server-to-server/postback tracking here.

What is Server to Server Tracking?

Server-to-server tracking, also referred to as server-side tracking or postback tracking, is the direct and secure transmission of data between servers, eliminating the need for a user’s browser involvement. This approach circumvents the user’s browser window and sends tracking requests from the server backend, without any interaction or display on the user’s device.

Server-to-Server tracking doesn’t require the placement of a browser cookie on a user’s device. Instead, it creates and stores a unique click ID when somebody clicks on an affiliate link or ad impression.

When that same user converts, (this could be a purchase, signup, or moving from trial to purchase, depending on your affiliate program setup), this “ClickID” is then associated with the click, enabling you to trace the conversion. This data is stored on the server, and tracking is executed by publishing the “clickID” generated by the user’s click on the server, which facilitates tracking.

Because of this, you don’t need to embed tracking scripts onto your website. Rather than storing data about clicks, Tapfiliate transmits the information directly within the postback URL. This requires configuring the program to track the movement of a user through the conversion process using a “ClickID” that is generated each time someone clicks. This “ClickID” is individualized to the user and is passed on as they go through the funnel.

How does S2S/Postback tracking work?

Server-to-Server tracking is a method of tracking user activity that does not rely on browser cookies. It creates a unique identifier each time a user clicks on a tracking link or an ad impression is made. If the user subsequently converts, that unique identifier is associated with the specific user through your server, allowing you to evaluate the performance of your marketing efforts.

From a marketing standpoint, your server/domain works in a similar way as when a user accesses your webpage. The difference is that instead of depending on the user’s browser to process, analyze, and transmit the required responses, your server handles the analysis and response according to the retrieved and served content.

What are the benefits of S2S/Postback tracking?

S2S tracking is more challenging to implement than some other tracking scripts (you may need some technical resources to implement it), but it has several advantages:

Better accuracy

S2s or Postback tracking generates a ClickID only when a user views or clicks on an affiliate tracking link, making tracking more precise because it eliminates dependencies on user settings and browser extensions and is not dependent on the browser.

With the emergence of adblockers that can detect and delete cookies, S2S is particularly attractive.

Combat affiliate fraud more easily

By tracking conversions exclusively through a “ClickID,” S2S can help you avoid various types of affiliate fraud, such as cookie stuffing.

Better mobile conversions for app downloads and in-app conversions

Cookie-based tracking of application downloads or in-app conversions has several limitations, such as the deactivation of cookies in mobile search engines and mobile content like Safari and restrictions on cookie placement in app stores. This provides a better user experience for your affiliates as they will not lose out on commissions

Better security

Server-side tracking provides more control over what is transmitted to different platforms and how to regulate and secure that information.

Potentially faster site speed

There may be improved site speed since there is less content to load and display.

Why is Postback tracking important?

To put it simply, mainly privacy. Nowadays, popular extensions such as AdBlock and web browsers regularly block JavaScript loading, cookie-based identifiers, and HTTP responses to recognized advertising and analytics servers. Apple’s measures to safeguard privacy, such as Intelligent Tracking Prevention (ITP) and iOS14 updates, have made third-party tracking within the browser less dependable.

Start S2S/postback tracking today

Many brands and affiliate marketers prefer server-side tracking using postback URLs because of its improved accuracy, and less dependency on cookie-based tracking. To set up your tracking you can use our guide.

Tapfiliate is a tracking software that enables you to choose the right tracking method for your business – start your free trial today.

Ashley Howe

I’m the content strategist here at Tapfiliate. Living in Amsterdam, I like reading books, travel and ramen. You can find me on LinkedIn or Twitter