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Server Postback (s2s) Integration with Publishers

Last updated on Jan 31, 2025

S2S (Server-to-Server) integration for publishers is a robust and efficient way to track conversions and attribute them to the correct source without relying on browser cookies. By directly transmitting conversion data between servers, this method ensures accurate tracking, even in environments with ad blockers or cookie restrictions.

What is Publisher S2S Integration?

Publisher S2S integration involves two primary components:

  1. Tracking Links: These are the unique URLs that publishers use to track clicks. The tracking link includes a click_id—a unique identifier that connects the user’s click with their eventual conversion. The click_id is passed to the advertiser’s system to link the traffic to the conversion.

  2. Postbacks: These are the URLs that the advertiser sends back to UCLIQ to report conversions. The postback URL includes conversion details, including the click_id, and this allows UCLIQ to attribute the conversion to the publisher who drove the initial click.

By using this server-to-server communication, the system bypasses common issues that arise from browser-based tracking, like ad blockers or cookie restrictions, making it an essential tool for performance marketers who need reliable tracking.

How Publisher S2S Integration Works

  1. Publisher Generates a Tracking Link
    The publisher generates a unique tracking link that contains a click_id. This click_id is used to identify the click in the system. When the user clicks on the ad, UCLIQ generates and stores this unique identifier.

  2. Tracking Link is Clicked
    The user clicks the tracking link, which redirects them to the advertiser’s landing page or offer. The click_id travels along with the user to the advertiser's website, ensuring the click is recorded.

  3. Conversion on Advertiser’s Website
    The user completes the desired action on the advertiser’s website—whether that’s a purchase, sign-up, or another predefined conversion event.

  4. Advertiser Sends Postback to UCLIQ
    After the conversion happens, the advertiser sends a postback to UCLIQ. This postback contains the click_id that was passed from the publisher’s tracking link, along with conversion details (e.g., the amount or type of conversion).

  5. UCLIQ Matches the Conversion
    UCLIQ receives the postback from the advertiser, matches the click_id in the postback to the original click, and attributes the conversion to the publisher who drove the initial click.

  6. Publisher Sees the Conversion
    Once the conversion is matched and attributed, the publisher is credited for the conversion and can see the result in their performance metrics on the Publisher Portal.

Why Use Publisher S2S Integration?

  • Accurate Attribution: S2S eliminates the risk of data loss due to issues like cookie blocking or cross-domain tracking problems. It ensures that every conversion is accurately attributed to the publisher who generated the click.

  • Reliability: Unlike traditional browser-based tracking methods, which can be disrupted by browser settings, S2S provides a more reliable and consistent way to track and attribute conversions.

  • Performance Marketing: For publishers in affiliate or performance marketing networks, S2S integration is critical. It helps track the exact source of conversions and provides transparency and control over reporting.

By setting up S2S integration, publishers ensure they are working with a robust and effective system that accurately tracks their performance and optimizes the conversion process, making it a key part of their success in digital marketing.