Tracking Methods & Technologies
Server-to-Server (S2S) Postback Tracking
S2S tracking is the most reliable method available. When a conversion happens, your server sends a postback directly to the tracking platform with the click ID and conversion details. No browser involvement means no cookie restrictions, no ad blockers, and no cross-device attribution issues.
How S2S Postbacks Work
- 1. User clicks affiliate link -- click ID is generated and passed to your landing page
- 2. Your site stores the click ID (in session, database, or URL parameter)
- 3. User converts (signup, deposit, purchase)
- 4. Your server fires a postback URL to the tracking platform with the click ID
- 5. The platform matches the conversion to the original click and calculates commission
UTM Parameters and Custom Parameters
UTM parameters (utm_source, utm_medium, utm_campaign) help you identify traffic sources in analytics tools. Custom parameters (sub_id, click_id, partner_id) carry affiliate-specific data through the conversion flow. Always pass both -- UTMs for analytics, custom parameters for commission calculation.
Coupon Code Tracking
Not all conversions start with a click. Influencer marketing, podcast sponsorships, and offline referrals often use coupon codes instead. The user enters a code at checkout, and the system matches it to the affiliate who owns that code. This is especially common in prop trading and e-commerce verticals.
Smart Links
Smart links are dynamic URLs that route users based on device, location, or other criteria while maintaining tracking parameters. A single link can send mobile users to an app store and desktop users to a website, with the same affiliate getting credit for both paths.
For maximum tracking reliability, implement S2S postbacks as your primary method and use coupon codes as a supplementary method for influencer and offline channels. This covers both click-based and non-click-based conversions.
Key Takeaways
- S2S postback tracking is the most reliable method -- no browser dependency
- Always pass both UTM parameters (for analytics) and custom parameters (for commissions)
- Coupon code tracking covers non-click conversions from influencers and offline channels
- Smart links handle multi-device attribution with a single URL per affiliate
Explore Further
Key terms and tools related to this lesson. Deepen your understanding and see how Track360 supports these concepts.
Postback
A postback is a server-to-server HTTP callback used to confirm that a conversion event -- such as a registration, FTD, or purchase -- has occurred. Postbacks are more reliable than browser-based tracking because they are not affected by ad blockers, cookie restrictions, or client-side failures.
Click ID
A click ID is a unique identifier generated for each click on an affiliate tracking link, serving as the key that connects an initial click event to downstream conversions for attribution purposes.
Smart Link
A smart link is a single tracking link that automatically routes users to the most relevant offer or landing page based on parameters like geographic location, device type, or other predefined rules.
UTM Parameters
UTM parameters are standardized URL query strings -- utm_source, utm_medium, utm_campaign, utm_term, and utm_content -- appended to links to identify the traffic source, marketing channel, and campaign that drove a visit. Analytics platforms read these parameters to attribute traffic and conversions to specific marketing efforts.