S2S Tracking

S2S (server-to-server) tracking stores the click ID server-side at click time, then reports conversions via postbacks rather than browser pixels. The player’s browser is only involved once — at the click.

Why iGaming standardized on it

Long conversion windows, cross-device play and heavy ad-blocker usage among gambling audiences make browser-based tracking lossy. S2S typically recovers 5–15% of conversions that pixel setups silently drop — enough to change the economics of a CPA deal.

The trade-off is integration work: the operator must store and return the click ID through registration and deposit flows, which is why platform migrations always start with re-testing S2S chains.