Server-Side Tracking
Server-side tracking records a conversion on the server where it happens and sends it server-to-server into AnyTrack, through an integration, a Postback URL, a webhook, or the Collect API. Learn how it works and how it differs from Server-Side Tagging.
What Is Server-Side Tracking?
Section titled “What Is Server-Side Tracking?”Server-side tracking records a conversion on the server where it happens and sends it server-to-server into AnyTrack. No browser is part of the step. The conversion reaches AnyTrack through a native integration, a Postback URL, an incoming webhook, or the Collect API.
A typical example: a visitor buys through your affiliate link. The affiliate network’s server credits the sale and calls your Postback URL. AnyTrack receives the conversion with the Click ID and attributes it to the ad click that started the session.
Server-side tracking is also called server-to-server tracking, or S2S tracking. Affiliate marketers use the term S2S for network postbacks.
Server-Side Tracking vs Server-Side Tagging
Section titled “Server-Side Tracking vs Server-Side Tagging”The two terms name opposite directions of the same data flow. Server-side tracking brings conversions in. Server-Side Tagging sends them out.
| Server-side tracking | Server-Side Tagging | |
|---|---|---|
| Direction | Inbound, into AnyTrack | Outbound, from AnyTrack to ad platforms |
| What moves | A conversion recorded by a store, CRM, affiliate network, or your own server | The enriched conversion, sent to each connected ad platform |
| How | Native integration, Postback URL, incoming webhook, or Collect API | The Conversion API of each ad platform |
| Depends on an ad platform | No. The conversion arrives the same way for one ad platform or six | Yes. It goes to the ad platforms that you connect |
Between the two steps, AnyTrack stores the conversion and resolves the visitor’s identity. It also attributes the conversion to a campaign and removes duplicates. In short: tracking in, tagging out.
Do not use “server-side” as another name for the Conversion API. The Conversion API is one outbound channel. For the definitions, see the glossary entries Server-Side Tracking and Server-Side Tagging.
Why Track Conversions Server-Side
Section titled “Why Track Conversions Server-Side”Many conversions do not happen on a page that you control. The sale closes on a merchant’s checkout, in a CRM, or on the phone. A browser pixel cannot see these conversions. The server that records the conversion can send it.
Server-side tracking replaces the thank-you page pixel. A thank-you page pixel has three problems:
- It misses conversions: the visitor closes the tab, an ad blocker stops the pixel, or the thank-you page never loads.
- It counts conversions twice: a reload or a second visit to the page triggers the pixel again.
- It credits the wrong source: a payment page or booking tool, such as PayPal or Calendly, can take the credit from your campaign.
A server-side conversion does not depend on the browser. The conversion reaches AnyTrack when the external system records it.
How Server-Side Tracking Works in AnyTrack
Section titled “How Server-Side Tracking Works in AnyTrack”- A visitor clicks your ad and lands on your website. The Tracking Tag records the session and gives it a Click ID.
- AutoTag adds the Click ID to your outbound links and forms, so the next system receives it.
- The visitor converts in the external system: an affiliate network, a store, a form tool, or a CRM. That system stores the Click ID with the conversion.
- The external system’s server sends the conversion to AnyTrack, with the Click ID.
- AnyTrack matches the conversion to the original session. It uses the Click ID first. If the Click ID is missing, AnyTrack tries other identifiers, such as the email address.
- AnyTrack attributes the conversion to the campaign and shows it in your reports. On Starter and above, AnyTrack then sends it to your ad platforms through the Conversion API.
The Click ID must travel with the conversion. If a system drops it, AnyTrack cannot match the conversion to the ad click with certainty.
Ways to Send Conversions Into AnyTrack
Section titled “Ways to Send Conversions Into AnyTrack”| Method | Use it for | Where to start |
|---|---|---|
| Native integration | Stores, funnel builders, CRMs, and affiliate networks that AnyTrack supports, such as Shopify, WooCommerce, ClickFunnels, GoHighLevel, and ClickBank | Integration Catalog |
| Postback URL | Affiliate networks and trackers that call a URL when they credit a sale | Affiliate Networks |
| Incoming webhook | Platforms that post events to a URL, directly or through Zapier or Make | Webhooks |
| Collect API | Your own server, app, or checkout | Custom Integrations |
Use a native integration when one exists. It maps the platform’s events to AnyTrack’s standard events for you.
- Free: server-side tracking with one conversion source integration. Free includes the webhooks that come with a native integration, such as Shopify orders.
- Starter and above: unlimited conversion source integrations. Starter also adds the Conversion API. The Conversion API sends your conversions to ad platforms.
- Personal and above: custom integrations, which use the Collect API, an incoming webhook, or a Postback URL.
For the full list, see Plan Comparison.
Check That Conversions Arrive
Section titled “Check That Conversions Arrive”Each conversion source has an Events Log tab. Open Integrations, select your integration, and open the Events Log tab. Each event shows one of these statuses:
- OK: AnyTrack recorded the conversion.
- Discarded: AnyTrack received the event and skipped it on purpose, for example a pending sale or an event type that you did not map.
- Deduplicated: AnyTrack already had this conversion.
- Error: AnyTrack could not process the event. Read the error message.
For details, see Events Log. To check the full setup, see Verify and Validate Your AnyTrack Setup.
Server-Side Tracking FAQ
FAQ was last reviewed on 2026-10-05