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How to Track Conversions with Server-to-Server Integration (Postback URL)
How to Track Conversions with Server-to-Server Integration (Postback URL)
Updated over a week ago

How does server-to-server (S2S) tracking work?

S2S conversion tracking (also known as cookie-less or postback URL conversion tracking) enables you to track conversions through your own or a 3rd party server and eliminates the need to install the Zemanta Pixel.

Instead, when a user clicks on an ad, Zemanta will generate a unique click ID using the {postbackid} macro that must be passed on each postback call. That unique ID gets stored in a third-party server (or your own if you’re using a custom solution). If that same user converts later on the click ID will be matched back to that user and passed to the Zemanta server so we can assign the conversion to your campaign.

Third-Party Mobile Measurement Platforms

If you’re looking to track conversions in your mobile app, you can do this with all the major Mobile Measurement Platforms.

Set Up Server to Server Conversion Tracking

1. Navigate to the Conversions tab in the main menu.

2. Click on the + Add new conversion definition to open up the setup dialogue window.

3. Give your conversion definition a name, a description, select the account on which S2S conversion tracking will be used, select the Zemanta Pixel available, and select the nature of events to be tracked.

4. This step is very important. Define the method for triggering conversions. In this case, select Server to Server. Tick the box Treat all received events as already attributed conversions if the events sent via S2S are already attributed on your or on a third-party server and you do not want Zemanta to attribute any.

5. Define attribution rules by your choice and click on the Save button.

6. Further instructions and information will appear as shown in the image below.

IMPORTANT: To set up either S2S integration or mobile app tracking, you are not required to implement a pixel on your site. Instead, for every conversion send an HTTP GET request to the postback URL with the postback id value appended to the postback id GET parameter.

For the postback, a correctly generated URL with postback id value 1234 would be:

Add the postback ID parameter to your ad group tracking or click-through URLs

You can add the postback ID parameter in the tracking section when setting up a new ad group. Scroll down to the Tracking codes box and add the following parameter:


Make sure to leave “{postbackid}” as it is since this parameter is dynamic and will enable Zemanta One to populate the user’s unique click ID for every click on your ad.

Alternatively, you can add the {postbackid} parameter to every content ad URL when uploading your content ads.

For Third-Party Measurement Platforms - use the parameter as specified by the third-party platform and set it as equal to the {postbackid}. Please refer to your platform’s documentation for more information.

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