Server to Server
Data exchange directly between servers without using the user's browser, often used for tracking and conversion forwarding.
Also known as: S2S, Server side tracking
Server to server describes data exchange directly between two servers without involving the browser. In marketing the approach is used mainly for conversion tracking, affiliate payouts and API integrations. Data travels over a defined interface and is processed, logged and forwarded on the server side.
How server to server works
Whenever a defined event occurs, for example a purchase in a shop, the own server sends a message to the advertising platform. Order number, value, currency, time stamp and identifiers that link the event to an earlier ad interaction are transmitted. The advertising platform confirms receipt and books the conversion into its reports.
What makes server to server stronger than pure browser tracking
Browser tracking loses signal because of ad blockers, cookie restrictions and intelligent tracking prevention. Server to server bypasses many of these gaps, since data is transferred outside the browser. At the same time responsibility grows, because the transferred data must meet data protection requirements and be cleanly documented. A central tracking strategy and clear contracts with vendors are mandatory.
Practical relevance in everyday marketing
In affiliate marketing server to server has been the standard for years, because payouts are only made on verified conversions. It is also becoming more important for integrations between shop, CRM and advertising platforms. Anyone introducing server to server should first define which events, which fields and which filters are transmitted and how the model interacts with existing browser tracking.