A Server-to-Server (S2S) Postback is a method used in CPV tracker (CPV Lab or CPV One) to record conversions through direct communication between servers. Unlike pixel tracking, which relies on the user’s browser, S2S postbacks are immune to ad blockers, cookie restrictions, and privacy settings.
The workflow is straightforward:
- A user clicks a campaign link, and CPV tracker generates a unique Click ID.
- This Click ID is passed to the affiliate network in the Offer URL.
- When the user completes a conversion, the network’s server calls the CPV tracker (CPV Lab or CPV One) postback URL, passing back the Click ID and payout details.
- CPV tracker (CPV Lab or CPV One) matches the conversion to the original click, updating reports with revenue, cost, and profit.
A typical postback URL looks like this:
https://yourtracker.com/postback?subid={clickid}&revenue={payout}
In this example, {clickid} is replaced by the actual Click ID and {payout} by the payout value.
CPV tracker (CPV Lab or CPV One) simplifies S2S setup by providing network templates. These templates include pre-set tokens and macros for many popular affiliate networks. All you need to do is paste the postback URL into your affiliate network’s settings.
The advantages of S2S postbacks include:
- Accuracy: No dependency on browsers or cookies.
- Reliability: Works even if the user clears cookies or blocks scripts.
- Flexibility: Supports fixed and dynamic payouts.
Technical benefits:
- Immune to ad blockers and browser privacy settings
- Functions across devices, browsers, and environments
- Maintains tracking integrity through iOS updates and cookie restrictions
- Higher accuracy for delayed conversions and multi-touch customer journeys
S2S tracking is the professional standard for affiliate marketing, lead generation, and e-commerce tracking. It ensures that every conversion is logged and tied back to the original click.
In summary, S2S postbacks are the gold standard for conversion tracking in CPV tracker (CPV Lab or CPV One).
See also: Click ID, Conversion, Offer
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