S2S overview

Server to server (S2S) conversion tracking is suitable when:

1. You need to track post-click conversions that occur off your website. (Since the event is not on your website, it's not possible for the Taboola pixel to submit it.)
2. You are unable to implement a pixel-based solution on your website.

Common scenarios include:

• Tracking app installs, and in-app 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.

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Best practice for S2S

1. Add the the base pixel to your website or landing page (if relevant).

   This will allow Taboola to gather data about user behavior and optimize your campaigns.

2. Use S2S (Server to Server) tracking to track the conversions.

   (Covered in this section)

S2S flows

1. If you are using a MMP (Mobile Measurement Partner) to track your app conversions, see: S2S conversion tracking with MMP platforms
2. If you are using a third party platform to track your conversions, see: S2S conversion tracking with third party platforms
3. In all other cases, see (below): S2S Manual Integration

Additional info

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Where can I see reports?

Server-to-sever 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

1. No engagement data is collected. This is a limitation for retargeting.
2. Attentive audiences are not supported.