Server-to-server tracking

What is server-to-server tracking

Server-to-server (S2S) tracking ensures reliable and accurate conversion tracking by sending data directly from your server to Awin’s, bypassing browser restrictions like ad-blockers and cookie limitations. This makes it a must-have for performance tracking and budget optimization.

Why use S2S tracking?

S2S tracking offers several key benefits for advertisers:

• Better data control and security - S2S keeps all data with the advertiser, reducing third-party risks and ensuring compliance with privacy regulations, such as GDPR. It also aligns with Awin's Conversion Protection Initiative (CPI), ensuring that you’re safeguarding your conversions and payments in a rapidly changing digital landscape.

• Independence from browsers and ad blockers - By bypassing issues like browser restrictions and ad blockers, S2S ensures consistent, reliable tracking. In fact, Awin's data shows a 12.6% increase in transactions when using S2S.

• More accurate attribution - S2S enables more accurate channel attribution, better marketing automation, and personalized experiences, leading to improved decision-making and results.

• Improved user experience and SEO - By streamlining tracking, S2S enhances site speed, which in turn improves the user experience and SEO performance, benefiting both conversions and rankings.

How to set up server-to-server tracking

There are different ways to implement S2S tracking, depending on your needs and technical capabilities.

Direct integration (for full control)

Use server-side scripting to send tracking requests to Awin when conversions happen. Store Awin’s unique click checksum (awc) when traffic lands on your site. This links transaction data to partner commissions.

Check our technical guide on how to implement it.

Awin’s Conversion API (for bulk tracking)

Awin’s Conversion API lets you send batch orders securely. This method ensures efficiency and accuracy but requires an OAuth2 access token for authentication.

See our technical documentation for a full guide on integrating with Awin’s API.

Use a tracking technology partner (for quick setup)

For a low-code solution, work with providers like Stape or Tealium. They offer pre-configured templates and integrations for Google Tag Manager and other platforms, making setup fast and simple.

Explore our Technology Partner Directory to find pre-approved tracking solutions.

Benefits of using Stape:

• Fast setup - takes only up to 15 minutes.

• No coding required - built for non-technical users, perfect for small teams or self service customers.

• Built to work seamlessly with Awin’s tracking tags.

• ISO 27001 certified and fully aligned with Awin’s Conversion Protection Initiative standards.

• Hosting managed by Stape - they offer both sGTM hosting and CAPIG solutions, giving you flexibility based on your set up.

• Attractive cost - plans start at $10 per month and Awin customers receive a $60 credit to their account.

E-commerce store activation (for plug-and-play setup)

Awin offers pre-built integrations for e-commerce shop systems like Shopify and WooCommerce that enable S2S tracking with minimal effort. Just activate it in your store settings.

For e-commerce shop users, follow our Tracking Diagnosis Tool to test and validate your setup. Our Technical Integration Team is available for further support if needed.