Server-Side Tracking

Capturing a conversion server-to-server — recorded on an external system's server and sent into AnyTrack's server via a Postback URL, incoming webhook, or REST API — with no browser involved.

tracking-methodindustry Also known as: server-to-server, S2S, server-to-server tracking

Server-side tracking (also server-to-server or S2S) is how a conversion reaches AnyTrack without a browser. The conversion fires 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 captures conversions into AnyTrack; tagging delivers them out to ad platforms.
• Conversion API — the outbound channel to ad platforms; server-side tracking is the inbound capture. Don’t equate “server-side” with “CAPI”.

How AnyTrack uses Server-Side Tracking

Once a conversion is captured server-side, AnyTrack stores and attributes it in the Data Store, then forwards 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. Affiliate Postback URLs require a paid plan and 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 captures 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?

Partly. Incoming webhooks that bring store and app conversions in are included on all plans. Affiliate Postback URLs require a paid plan and the Tracking Tag installed so AnyTrack can match the Click ID.

Related terms

Postback URLThe affiliate inbound channel — a network's server posts the conversion to AnyTrackIncoming WebhookThe app and store inbound channel into AnyTrackConversionA conversion captured server-side survives ad-blocker and iOS lossPurchaseStore purchases captured via webhook aren't lost to the browserAttributionServer-side capture preserves attribution when client-side IDs are blocked