Attribution and tracking
Server-to-server tracking and postbacks
Server-to-server (S2S) tracking sends conversion or event information between systems through a server-side request. A postback is one way a tracking platform notifies another system that an event occurred.
It can support conversion reporting when browser-based tracking is limited, but requires correct integration, identifiers, validation and deduplication.
What to check
Supported events, click identifiers, authentication, retries, deduplication and discrepancy handling.
Common misconception
S2S does not automatically solve every attribution or consent issue.