As browsers, privacy laws, and user behavior continue to evolve, it’s more important than ever for marketers to use tracking methods that are accurate, secure, and compliant. AvantLink’s Server-to-Server (S2S) tracking solution delivers all of that — and more.
More Resilient, More Accurate
Traditional pixel-based tracking relies on cookies and JavaScript that run in a customer’s browser. Unfortunately, ad blockers, privacy extensions, and cookie-consent banners often prevent those scripts from firing, leading to missed transactions and under-reported performance.
S2S tracking fixes that. Because conversions are sent directly from the merchant’s server to AvantLink’s servers, results are captured accurately regardless of browser settings or plugins — ensuring every sale counts.
Enhanced Security
With Server-to-Server tracking, no customer data or conversion details are exposed in the browser. The information is transmitted securely between systems, reducing the risk of tampering or fraudulent “fake” conversions. It’s a cleaner, safer approach that keeps sensitive transaction data where it belongs — on your servers.
Cross-Device Attribution
Today’s customers often start shopping on one device and finish on another. Cookie-based tracking struggles to connect those dots. AvantLink’s S2S integration allows conversions to be tied to the original referral even if the customer switches from mobile to desktop — giving you a complete view of the customer journey and more accurate partner performance reporting.
Privacy-Forward by Design
S2S tracking is event-based, meaning it measures transactions rather than individuals. It doesn’t depend on user-level identifiers or cookies, helping merchants align with privacy regulations such as GDPR and CCPA while maintaining full attribution visibility.
The Takeaway
Server-to-Server tracking isn’t just a technical upgrade — it’s a smarter, more future-proof way to measure affiliate performance.
By integrating AvantLink’s S2S tracking, marketers gain more accurate data, greater security, and peace of mind knowing their tracking is built for the modern privacy landscape. S2S is available for the following eCommerce platforms:
- Adobe Commerce (Magento) Integration Guide
- WooCommerce Tracking Integration Guide
- Manual/Custom eCommerce Integration Guide:
S2S tracking is not available for merchant's using Shopify. However, AvantLink does offer a powerful Shopify App: Shopify Tracking App Integration Guide