Overview
Server to Server (S2S) conversion tracking allows you to track post-click conversions that occur off your website. (Since the event is not on your website, it's not possible for Taboola Pixel to record it.)
Common scenarios include:
- Tracking app installs.
- Tracking post install events - e.g. in-app signups and purchases.
- Tracking events recorded by your CRM.
Server to Server tracking has an additional advantage - if the Taboola server is unavailable to receive an update, the sending server can try again later.
Just like pixel-based tracking, server-to-server tracking helps you gather important insights about user actions in your app or site. It gives you the ability to measure your campaign impact and return on spend - and to optimize your campaign accordingly.
A 2-step flow
When conversions occur off your website, carry out this 2-step flow:
- Add the the base pixel to your website.
This will allow Taboola to gather data about user behavior and optimize your campaigns.
- Use S2S (Server to Server) tracking to track the conversions.
(covered in this section)
MMP
If you are using a MMP (Mobile Measurement Partner) to track your app conversions, see the following Help Center resources:
Where can I run reports?
Server-to-sever conversions are similar to pixel-based conversions (but work with event-based conversions only).
Both conversion types can be used under the same Taboola account, and both appear in the same Taboola Ads reports.
Some limitations
- No engagement data is collected (retargeting.limitation).
- Attentive audiences are not supported (audience limitation).
Updated 11 days ago