Configuring and implementing tracking codes server to server

Before you start

In most cases you will implement tracking codes in the source code or the tag management system used for your advertiser's website. The conversion code will be integrated on the confirmation page of the conversion target, the on-page code will be implemented on all other pages. There are also cases in which the conversion code will have to be triggered by other systems, as a so called callback URL. This is done via so called server to server tracking.

This article explains you how you can configure and implement a conversion code for server to server tracking. Please note that server to server tracking is limited to the image pixel version of the conversion code, because javascript is not suitable for this kind of implementation.

Configuring the code

Getting started

Make sure you are logged in to your admin UI and click on 'manage advertisers' in the advertiser section of the main menu. Find the advertiser for which you want to configure and implement the conversion code and click on the icon in the technical section. You will be taken to the page on which you can find all the tracking codes.

Scroll down until you reach the conversion code and select 'show image pixel only' in the drop down menu above the code. If you do so, a the image pixel will appear below. Make sure you copy it and paste it to an editor.

Preparing the image pixel

Following changes need to be made to the image pixel to prepare it for server to server tracking:

  • Change the value of the 'type' parameter to 's'.

  • Add a parameter called 'cli' to make sure the ID of the click can be transmitted. You can transmit one or multiple click Ids here. To learn how the system will perform attribution and how you can control attribution with multiple click IDs, please read the article Working with the clickId.

If you do so, you conversion code will look more or less like this:


If you want, you can add any parameters that can be added to regular conversion codes. When you are applying server to server tracking, you might find it necessary to overwrite rating values by using the corresponding parameter. If so, please make sure you add the magic key to the conversion code as well. If you do so, the conversion code will look more or less like this:


Adjusting the additional parameters to capture the click ID

To fill the 'cli' value of the conversion with the correct click ID, you need to capture and store the click ID before the conversion happens, which is at the moment the user performs the click interaction.  The platform can transmit the click ID in the moment of the click to you through a query parameter. To make sure that the click ID value is transmitted, you need to adjust the additional parameter settings of your advertiser. Make sure you are logged in to the platform UI, go to 'manage advertisers' in the advertiser section of the main menu and find the advertiser you are configuration the tracking for. Proceed to click on the icon to go to the tracking settings and scroll down the page until you see the additional parameter settings section. Here, you need to do the following:

  • Start to create a new parameter by clicking on the icon. If you do so, three new fields will appear under the columns 'parameter name', 'value type' and 'value'.

  • Under 'parameter name' fill in the parameter name the system via which you will trigger the conversion code requires.

  • Under 'value type', select 'dynamic'.

  • Under 'value' select 'click ID'.

When you are done, scroll down the page and click on the button 'save' in the right lower corner.

Device Id on server to server conversions

Server to server conversions themselves do not contain device information so the device id of the most appropriate touchpoint is applied on them to be used in reports.

Optional you can provide the appropriate device id using a parameter called 'device_type' set to one of supported device id values: “mobile“, “tablet“, “desktop“

Implementing the code

When you have configured the conversion code and added all the parameters you need, the code is ready for implementation in the external system. How this needs to be done will depend on the demands of the external system you use. Please make sure the code is triggered unconditionally.