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A guide to server-to-server tracking for affiliates

Tracking is a key element of your affiliate program, and there’s no better time than now to ensure that all the main tracking parameters are in place and implement server-to-server tracking. Here at Modo25, we recommend that your affiliate program is set up to gather as much data as possible, as this will help shape up your strategy and will support with any future optimisation decisions.

In this blog, we’ll focus on server-to-server tracking, looking at the importance and benefits of this particular tracking element within your affiliate marketing program.

Why implement server-to-server tracking?

An important tracking element to consider for your program is server-to-server. This is designed to minimise any revenue loss affected by recent browser updates such as Apple’s Intelligent Tracking Prevention (ITP) and Firefox’s Enhanced Tracking (ETP).

According to AWIN, the number of people using an ad-blocker extension is going to increase in the upcoming years, meaning that by relying on third-party cookies, affiliate sales will become less and less accurate to track.

Server-to-Server Benefits

The benefit of Server-to-Server tracking is that this is based on first-party cookie directly exchanged between the advertiser and the network. The data is directly passed over to the network with the publisher who completed the sale, without sharing any customer related information.

Additional benefits:

  • It is designed to meet all the GDPR regulations
  • Sales will accurately be distributed to the correct channel
  • Can help speed up your website and have a positive impact on your organic ranking
  • First-party cookie lives longer

What to do next?

Make sure you get in touch with your network to check if Server-to-Server is something you need to integrate in your affiliate program, your account manager should be able to guide you through the process. You might find that your network will get in touch first, as some have already made this compulsory, such as AWIN.

Need help with affiliate marketing?

If you need any support and guidance with server-to-server tracking or you’d like to know more about our affiliate marketing service, get in touch with the Modo25 team by sending us an email to

Ioana Dobos - Modo25
Ioana Dobos
Ioana Dobos - Modo25
Ioana Dobos

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