Server-Side Tracking

Server-side tracking (also server-to-server or S2S) is how a conversion reaches AnyTrack without a browser. The conversion happens in an external system, is recorded on that system’s server, and is then sent server-to-server into AnyTrack’s server — through a Postback URL, an incoming webhook, or a REST API call. A classic example: an affiliate network’s tracking server notifies AnyTrack of a credited sale.

The inbound side of going server-side. The outbound side — delivering conversions to ad platforms — is Server-Side Tagging. The full chain is server-side tracking in, server-side tagging out.

What Server-Side Tracking means for each marketer

Affiliate marketer: The core inbound path — the network’s server calls a Postback URL with the Click ID when a sale is credited.
eCommerce marketer: Store and checkout events (Shopify order webhooks) confirm the Purchase server-side even when the browser pixel is blocked.
Lead-gen marketer: CRM and offline-close events (HubSpot, Stripe) flow in via incoming webhooks, often reshaped through Zapier or Make first.
Business owner: The “data coming in” side — their own app or funnel server tells AnyTrack a conversion happened.

Server-Side Tracking vs Server-Side Tagging vs Conversion API

Server-Side Tagging — the outbound counterpart: tracking collects conversions into AnyTrack; tagging delivers them out to ad platforms.
Conversion API — the outbound channel to ad platforms; server-side tracking is the inbound collection. Don’t equate “server-side” with “CAPI”.

How AnyTrack uses Server-Side Tracking

Once a conversion is collected server-side, AnyTrack stores and attributes it in the Data Store, then sends it to your ad platforms via Server-Side Tagging. Incoming webhooks that bring store and app conversions in are included on all plans (Free included), because they are an inbound channel. The Free plan includes one conversion source integration, such as an affiliate network’s Postback URL; Starter and above allow unlimited sources, and custom integrations start on Personal (see Plan Comparison). A Postback URL needs the Tracking Tag installed so AnyTrack can match the Click ID — and a postback must never be trimmed, since removing the Click ID parameter breaks the match.

Frequently asked questions

FAQ was last reviewed on 2026-06-24

What is the difference between server-side tracking and server-side tagging?

Direction. Server-side tracking collects a conversion INTO AnyTrack from another server — an affiliate postback, a store or CRM webhook, a REST API call. Server-side tagging delivers conversions OUT to ad platforms via their Conversion APIs. The full chain is server-side tracking in, server-side tagging out.

Which channels count as server-side tracking?

Any server-to-server way a conversion reaches AnyTrack without a browser: a Postback URL (affiliate networks), an incoming webhook (Shopify, CRM, custom apps), or a REST API call. The event is recorded on the source system's server and posted to AnyTrack's server.

Is server-side tracking available on the Free plan?

Yes. The Free plan tracks server-side with one conversion source integration, for example a store webhook or an affiliate network's Postback URL. Starter and above allow unlimited conversion sources, and custom integrations start on Personal. A Postback URL needs the Tracking Tag installed so AnyTrack can match the Click ID.