Server-to-server (S2S) conversion tracking complements pixel-based tracking. Implementing both provides redundancy and more accurate attribution. (For example, a given browser might block the pixel from reporting events.)

In some cases, S2S conversion tracking might be the only option available. Some common scenarios are listed below.

When should I use S2S tracking?

1. For improved tracking coverage (together with Taboola pixel).

   See: S2S Manual Integration

2. To track app installs and in-app events (e.g. in-app signups and purchases).

   See: S2S conversion tracking with MMP platforms

3. To track events recorded by your CRM system (e.g. phone orders and in-person appointments).

   See: Track CRM-based conversions using S2S

4. To report conversions according to a third-party tracking platform.

   See: S2S conversion tracking with other platforms

5. If you are not allowed to install a 3rd-party tag (e.g. banking sites), or you do not have access to do so (e.g. as an affiliate marketer).

   See: S2S Manual Integration

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Testing your S2S setup

Once you have set up S2S conversion tracking, use the S2S verification tool to verify that events are being tracked correctly.

Additional info

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Where can I see reports?

Server-to-server conversion tracking is similar to pixel-based tracking.

Both can be used under the same Taboola account, and both are reflected in Realize reports.

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Some limitations

S2S tracking is designed for attributed conversions only, not all site events. This means:

• Audience marking is limited - Only users with attributed conversions are added to audiences.
• Retargeting is limited - Retargeting audiences are based on attributed conversions, not broader site engagement.
• Optimize for Engagement is not supported - This optimization strategy requires engagement data that S2S does not collect.
• Attentive Audiences are not supported - These audiences require engagement metrics that are not available with S2S tracking.