Publisher S2S Tracking

Postback URL tracking is also known as Server-to-Server (S2S) tracking. There are multiple methods to track unique conversions, however, click ID/unique ID tracking is the most popular in the Affiliate Marketing industry.

In this article, you find the following sections:

  1. How S2S tracking works in general

  2. Click Parameters Supported by SWAARM for Publisher Tracking Link

  3. Postback Macro Supported by SWAARM for Publishers

How S2S tracking works?

  1. A user surfs the publisher Ad, which has been served in an APP or on the web

  2. The user clicks on the Ad and is redirected to the Swaarm tracker

  3. Swaarm tracker stores the publisher click ID (unique ID to track the conversion) and forwards the user to the corresponding Google Play Store or Apple AppStore page through the MMP that has been used by the advertiser

  4. The MMP stores Swaarm click ID

  5. The user installs and opens the app

  6. MMP loads the server postback with the Swaarm click ID to notify Swaarm tracker a successful conversion

  7. Once Swaarm tracker tracks the successful conversion, it matches with the corresponding publisher click ID which is responsible for that conversion and loads the server postback URL which has been configured in the Platforms publisher page.

The following parameters are available from the Swaarm tracker to use in the publisher tracking URL. In any publisher tracking link, offer_id and pub_id parameters/placeholders are mandatory to use in order to redirect a successful click to the advertiser and “pub_click_id” is mandatory to pass back the successful conversion to the publisher. There are many other following parameters that can be used for publisher tracking URL.

Parameter Name

Description

Example

offer_id

Offer ID generated by Swaarm tracker

12345

pub_id

Publisher ID generated by Swaarm tracker

1234

pub_click_id

click ID (Unique ID) sent by publishers in order to track conversions

0a81ad386f991aef1c191dfd60cc

pub_sub_id

Publisher sub ID

abc123

pub_sub_sub_id

Publisher sub sub ID

abc123_def

placement

Publisher Placement name/ID

abc_game123

app

Publisher APP name/ID

coolgame_app

app_store_id

App store id of Ad placement

343204456

site

Publisher Site ID

abc_game123

creative

Publisher creative name/ID

coolgame_320×50

idfa

iOS Advertising ID

4D6F-1226–9C60–0050E4C04654

gaid

Android Advertising ID

GR56-1886–9D60–005776FC0465

user_ip

IP of the user device

102.109.100.2

user_ua

User-agent of the user device

Mozilla/5.0 (iPhone; CPU iPhone OS 10_3_1 like Mac OS X) AppleWebKit/603.1.30 (KHTML, like Gecko) Version/10.0 Mobile/14E304 Safari/602.1

user_language

Language of the user device

EN

unique1

Publisher unique value1

0a81ad386f991aef1c191dfd60cc_0a81ad386f991ae

unique2

Publisher unique value2

0a81ad386f991aef1c191dfd60cc_0a81ad386f991ae

unique3

Publisher unique value3

aef1c191dfd60cc_0a81ad386f991ae

rec_link_id

Recommendation link ID

256

lp_id

Swaarm Landing Page ID

65432

pea_chain

non-unique token generated by Swaarm platform

e6UKM7lLUwlwAWXUyNO25TCY

ext_offer_id

Publisher's offer ID (Only for Privacy enabled Attribution tracking)

123145

ext_pub_id

Publisher's Source ID (Only for Privacy enabled Attribution tracking)

324

ext_publisher_id

Publisher's Source ID (Only for Privacy enabled Attribution tracking)

324

Publisher ATT Parameters

Macro Name

Description

Example

idfv

Identification for Vendor

3K0XXXXX-83XX-HEXX-KIXX-29KH83XXXXXX

traffic_type

If the traffic is in app, mobile web, or desktop.

  • in_app

  • mob_web

  • desktop_web

att

App Tracking Transparency

  • 0 - tracking not authorized

  • 1 - tracking is authorized

  • Unpopulated for mobile web traffic

att_time

UNIX timestamp (Authorization time for IOS ATT)

1622163110

att_duration

Time in seconds took the user to respond to the iOS ATT prompt.

59175525

att_detail

Authorization status of ATT

  • Authorization

  • Denied

  • Restricted

  • notDetermined

Sample Publisher Tracking URL:

https://yourcompany.trckswrm.com/click?offer_id=9876&pub_id=1234&pub_sub_id=[Publisher_id_Macro]&pub_click_id=[Publisher_click_id_Macro]&idfa=[Publisher_idfa_macro]&gaid=[Publisher_gaid_macro]

Postback Macro Supported by SWAARM for Publishers

The following table contains Swaarm supported exclusive set of macros that can be used to send raw data and information via real-time callbacks (or postbacks) to the publisher in their parameters.

Macro Name

Description

Example

Availability in Privacy-enabled conversion

#{click.id}

Network’s own click ID

ATALzPEAAAFpCxU2EAAA3o8AAFB6

No

#{id}

Swaarm Unique Postback ID (no user info provided)

Ne_tpNr2ZAAAAAF-spRETwAAAU8AAA9oAAAAXA

Yes

#{click.publisher.clickId}

Publisher click ID

ff49c078-3512-11e9-a602-114519a709ee_98_1212087_cpi

No

#{click.publisher.id}

Publisher ID

1235

Yes

#{click.publisher.subId}

Publisher sub ID

10762_6eae4874d9c3

Yes (If passed by Advertiser)

#{click.publisher.subSubId}

Publisher sub sub ID

10762_6eae4874d9c3_abc

No

#{click.publisher.originalSubId!=null ?click.publisher.originalSubId :click.publisher.subId }

Publisher Sud ID (Original)

10762_6eae4874d9c3

Yes (If passed by Advertiser)

#{payout.theyGetInDollars}

TheyGet in dollars, the amount we pay to the publisher per conversion

1.7

Yes

#{payout.theyGetInDollarsExact}

TheyGet in dollars, the amount we pay to the publisher per conversion with up to 12 digits precision

1.701234

Yes

#{payout.theyGetInCents}

TheyGet in cents, the amount we pay to the publisher per conversion

170

Yes

#{payout.theyGetInCentsExact}

TheyGet in cents, the amount we pay to the publisher per conversion with up to 12 digits precision

170.1234

Yes

#{payout.weGetInDollars}

WeGet in dollars, amount we got paid for each conversion

2.50

Yes

#{payout.weGetInDollarsExact}

WeGet in dollars, amount we got paid for each conversion with up to 12 digits precision

2.50001233

Yes

#{payout.weGetInCents}

WeGet in cents, amount we got paid for each conversion

250

Yes

#{payout.weGetInDollarsExact}

WeGet in cents, amount we got paid for each conversion with up to 12 digits precision

250.001233

Yes

#{click.device.idfa}

IDFA

4D6F-1226–9C60–0050E4C04654

No

#{click.device.gaid}

GAID

4R45-1226–D565–0050E4C04654

No

#{click.publisher.site}

Publisher site ID

abc_game123

No

#{click.publisher.app}

Publisher APP name/ID

coolgame_app

No

#{click.publisher.appId}

Publisher APP ID

343204456

No

#{click.publisher.creative}

Publisher creative name/ID

coolgame_320×50

No

#{click.publisher.unique1}

Additional unique ID 1

0a81ad386f991aef1c191dfd60cc_0a81ad386f991ae

No

#{click.publisher.unique2}

Additional unique ID 2

0a81ad386f991aef1c191dfd60cc_0a81ad386f991ee

No

#{click.publisher.unique3}

Additional unique ID 3

0a81ad386f991aef1c191dfd60cc_0a81ad386f991dd

No

#{click.time}

User clicking time tracked by Swaarm, if not available for Privacy enabled postback, click time from Advertiser postback parameter will be passed

2 019-06-04T21:00:56

Yes (If passed by Advertiser)

#{time}

Postback event time

2019-06-27 14:44:47.854

Yes (If passed by Advertiser)

#{offer.offerId}

Swaarm network Offer ID

12345

Yes

#{offer.name}

Swaarm network Offer name

Cool Game

Yes

#{offer.eventTypeId}

Swaarm Offer event type ID

1234

Yes

#{eventType.advertiserEventTypeId}

Swaarm Adv event ID [Must be used by the clients who migrated from another tracking platform to Swaarm]

Purchase123

Yes

#{click.user.connection.ip}

User IP

102.192.135.251

No

#{click.user.device.ua}

User Device User-agent

Mozilla/5.0 (iPhone; CPU iPhone OS 10_3_1 like Mac OS X) AppleWebKit/603.1.30 (KHTML, like Gecko) Version/10.0 Mobile/14E304 Safari/602.1

No

#{click.user.device.language}

User Device Language

EN (ISO codes are followed in tracking link)

No

#{user.connection.isp}

User Internet/Cellular Connectivity Service Provider

Verizon Internet

No

#{click.user.geo.country}

User country info

US

Yes (If passed by Advertiser)

#{click.user.device.os}

User device OS Name

iOS

Yes (If passed by Advertiser)

#{eventType.name}

Swaarm Event type name

Registration (for Default - empty string)

Yes (If passed by Advertiser)

#{status.state}

Postback status

APPROVED / REJECTED

Yes

#{attributionPartner.rejectionReason}

Advertiser rejection reason

ctit_anomalies

Yes (If passed by Advertiser)

#{peaChain}

Pea Chain value passed by the publisher

e6UKM7lLUwlwAWXUyNO25TCY

Yes

#{ext.offerId}

Publisher's offer ID passed via click

12345

Yes

#{ext.publisherId}

Publisher's source ID passed via click

432

Yes

Sample Publisher Postback URL

http://offers.publisher.com/postback?clickid=#{click.publisher.clickId}&payout=#{payout.theyGetInDollars}&event_id=#{offer.eventTypeId}&unique_id=#{click.publisher.unique1}
Did this answer your question?