The affiliate glossary ↗AFFDude / Field notes
S2S tracking
In plain English
What does S2S tracking mean?
Server-to-server tracking: conversions reported by direct server calls (postbacks) instead of browser pixels or cookies.
S2S is more reliable than pixel tracking because it does not depend on the user's browser, consent settings or ad blockers. It needs a click ID passed from your tracker to the advertiser and back. It is the standard for CPA networks and for mobile app attribution.