In affiliate marketing, it is important to have reliable and accurate tracking.
Since affiliate marketers mostly get paid based on their performance, an unreliable tracking system can result in loss of earnings. There are many traditional ways like cookie, client side scripts and more.
But they are not much effective. But there is one way, that can help you track all your sales accurately – Postback S2S tracking.
S2S tracking method offers a more reliable and accurate tracking option. In this article we are going to discuss what is S2S tracking in affiliate marketing, how it works and what its benefits are. We will also compare it with other tracking methods. Let’s start with the basics.
What is S2S Tracking in Affiliate Marketing? #
Server-to-server tracking, or Postback S2S tracking in affiliate marketing, is a way to track user actions and conversions without relying on browser cookies or client-side scripts. It’s like having a direct conversation between two servers, making it a more accurate and secure method for monitoring affiliate performance.
How S2S Tracking Works? #
In S2S tracking, a server request is sent from the advertiser’s server to the affiliate’s servers. So whenever a user completes the transaction, the server checks the request and verifies it. Here is a simplified version of it.
- User Clicks on an Affiliate Link: When a user clicks on an affiliate link, a unique click ID is generated and stored on the affiliate network’s server. Thus, the risk of affiliate link theft is significantly reduced.
- User Completes a Conversion: After clicking the link, the user completes a conversion (e.g., making a purchase or signing up for a newsletter).
- Conversion Notification: The advertiser’s server automatically captures this and sends a postback URL with the click ID to the affiliate network’s server.
- Conversion Tracking: The affiliate network matches the click ID with the stored data, attributing the conversion to the correct affiliate.
Advantages of S2S Tracking #
S2S tracking offers a range of benefits starting from accuracy to better reliability. Here we have listed the key advantages that can help you increase the accuracy and secure your affiliate marketing software.
Increased Accuracy #
In S2S tracking, everything is handled directly from the server side. So, it eliminates the middle steps like browser cookies. It helps you track data more accurately and reduces the chances of errors. Since it doesn’t rely on user’s device, it also avoid issues like ad blockers and browser restriction.
Enhanced Data Security #
By not using cookies or browser scripts, S2S tracking keeps your data safer. It becomes harders for hackers to directly intercept the server and make changes in information. This direct server to server communication helps you keep the sensitive information protected. So, it reduces the risk of breaches and unauthorized access.
Improved Reliability #
S2S tracking doesn’t depend on the user’s browser. This makes it work well on any device or browser. It ensures that tracking is accurate and reliable. If you are using S2S tracking, there won’t be impact on tracking if user clears cookies and switches device.
Greater Scalability #
S2S tracking can handle lots of data without slowing down. It is great for large affiliate programs that needs to track many users at once. Also, if you a small marketer, S2S allows you to scale your tracking capabilities. It can easily handle high traffic and data volume without compromising on performance.
Cross-Device Tracking #
In this method, server tracks user action across all devices. It helps you get a clear picture of the user journey and makes it easier to understand the user behavior. It also provides accurate attribution, since the same user is tracked on multiple touchpoints.
Comparison: S2S Tracking vs. Other Tracking Methods #
| Tracking Method | Reliability | Data Security | Cross-Device Tracking | Resistance to Ad Blockers | Scalability | Accuracy |
| S2S Tracking | High | High | Excellent | High | Excellent | Very High |
| Pixel Tracking | Medium | Low | Poor | Low | Medium | Medium |
| Cookie-Based Tracking | Low | Medium | Poor | Low | Medium | Low |
| JavaScript Tracking | Medium | Low | Poor | Low | Medium | Medium |
| Mobile SDK Tracking | High | Medium | Medium | Medium | Good | High |
| URL Parameter Tracking | Medium | Low | Poor | Medium | Medium | Medium |
Best Practices for S2S Tracking #
You will find so many softwares offering S2S tracking but it is always good to be aware of the best practices of implementing S2S tracking. So, here you can find the list of best practices that helps you implement a reliable S2S trackings solutions.
Ensure Accurate Server Configuration #
Set up your servers correctly to handle postback URLs and store click IDs efficiently. Make sure everything is optimized to deal with large amounts of data and has backups to prevent data loss. Regularly test your settings to ensure they work well as your traffic increases.
Implement Robust Error Handling #
Create systems to spot and fix errors in the tracking process to keep your data accurate. This includes setting up alerts for any issues in data transmission or mismatched click IDs. Use automated retries for failed postbacks to ensure no conversion data is lost due to temporary server problems.
Regularly Validate and Update Tracking Parameters #
Keep your tracking parameters up to date to ensure accurate data collection. This means checking and updating your tracking codes regularly to match any changes in your campaigns. Make it a habit to verify that all tracking links and parameters are working properly.
Maintain Secure Data Transmission Protocols #
Use secure methods like HTTPS to encrypt data and protect it from unauthorized access during transmission. Ensure your servers follow the latest security practices. Regularly update your security certificates and conduct security checks to find and fix any vulnerabilities.
Conduct Frequent Performance Audits #
Regularly review your tracking system to find and fix any issues or discrepancies. Analyze your tracking data for any oddities, verify the accuracy of your conversions, and check the speed and reliability of your server responses. Schedule these reviews regularly to keep your tracking system running smoothly.
Planning to get an affiliate tracking software? #
But wait, are you looking for one of those one size fits all kind of software and has a hefty monthly subscription fee?
Now you can get software for a one time with S2S tracking features with fully customizability options.
We have built a custom affiliate tracking software – AffiliateTrack.
You get AffiliateTrack for a one time setup time. And the best thing about it? It is fully customizable. You can add features and add the customizations you need for your business. It is like your own personalised tracking software which allows you to keep track of campaign performance and manage payouts. Here are some more features:
- Only one time setup fee, no monthly subscription fee
- Unlimited offers, impressions and conversions
- Dedicated server
- Automated tracking and invoicing
- Multiple storefronts and adspaces
- In depth analytics
- Rapid integration
- 100% customizable
- Test transaction tracking
- 4 weeks of bug support
- 6 months update
Connect with our team and let’s discuss how we can customize AffiliateTrack to improve your affiliate marketing efforts.
