S2S / Postback Tracking
Server-to-server (S2S) postback tracking records conversions by sending an event directly from the merchant's backend to the affiliate platform, without relying on browser cookies.
With S2S tracking, when a conversion happens the merchant's server fires a postback (a server-side HTTP request) containing the click identifier and conversion details. Because nothing depends on the customer's browser, it is immune to ad-blockers, Safari ITP, and third-party cookie loss.
S2S is the most reliable attribution method, especially for revenue events. Pairing it with an idempotency key prevents retries and webhook replays from double-counting a sale, keeping partner earnings accurate.
See also
- Attribution
Attribution is the process of determining which affiliate or marketing touchpoint should receive credit — and the commission — for a conversion.
- Cookie Window
A cookie window (or cookie duration) is the length of time after a referral click during which a resulting conversion will still be credited to that affiliate.
- Conversion
A conversion is the qualifying action — such as a sale, signup, lead, or subscription — that triggers an affiliate commission.
- Affiliate Fraud (Click Fraud)
Affiliate fraud is any attempt to earn commissions illegitimately, such as fake clicks, forced cookies, self-referrals, or fabricated conversions.
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