Server-to-server conversion tracking is a more accurate way of tracking conversions on campaigns from Passendo. The method eliminates the discrepancy that can arise from users deleting their cookies inbetween clicking an ad and converting on the landingpage.
Passendo can assign a specific tracking id to each click that is made onto a landingpage on a campaign. The macro is "@trackingid@". It should be added as a URL parameter like this:
https://landingpage.com/?tracking-value=@trackingid@
This id can then be picked up by the affiliate/attribution platform, and when a conversion is made from the user who clicked the ad, the 3rd party platform can send that information back to Passendo using the following url to make the call:
https://images.passendo.com/ss/[TRACKINGID_FROM_PASSENDO]/
If you're running a pure CPA campaign, you can leverage Passendo as well to attribute revenue delivery purely from conversion value. The following call would be needed:
https://images.passendo.com/ss/[TRACKINGID_FROM_PASSENDO]/[POTENTIAL_VALUE]
If a value is returned on the call, this will be assigned to the campaign as revenue. Please note that in most cases, this will not be desirable for CPM or CPC based campaigns, as the revenue attributed from conversions will be placed into the total budget of the campaign, thus requiring less and less clicks or impressions to be delivered.
Server-to-server conversion tracking does not require a campaign pixel to be set up on the campaign.