Server-side pixels let you send conversion events directly from your backend to Passendo. This provides a secure and reliable way to attribute actions, such as purchases, to the correct click, even if the user’s browser blocks client-side tracking.
With this setup, each conversion you send is linked to a unique order ID and a hashed email identifier, ensuring accurate reporting for publishers and advertisers.
Where to Find It
You can access server-side pixels from any order:
- Open the Order side in your Emperor dashboard.
- Select Server Side Pixels in the menu.
- Copy the autogenerated server-side pixel URL for that specific order.
On this page, you’ll also see a log of all conversion pixels received, including the hashed email, value (if provided), timestamp, and whether each event was successfully marked as converted.
When to Use Server-Side Pixels
Both publishers and advertisers can use server-side pixels to measure conversion outcomes, such as:
- Purchase events
- Sign-ups or other performance actions
- Conversion value for revenue-based optimization
- Understanding which placement, newsletter, or campaign drove the user
If you need dependable conversion tracking that isn’t affected by browsers or frontend limitations, this method is recommended.
How It Works
1. Get Your Pixel URL
In the Server Side Pixels section of your order, copy the provided URL.
It already contains:
- The order ID
- Placeholders for EMAIL_IDENTIFIER and the optional CLIENT_REPLACE_VALUE
2. Replace the Placeholders
Update the URL before sending it:
- Replace EMAIL_IDENTIFIER with your hashed user identifier.
- (Optional) Replace CLIENT_REPLACE_VALUE with a float value if you want to send a revenue or value parameter.
3. Send the Request
Trigger a GET request to the completed URL from your server.
Each time you hit the URL, Passendo logs a conversion event for the associated order.
That’s It — No Additional Setup Required
There are no dependencies beyond the ability to call the URL from your backend.
What You Gain
With server-side pixels, you can:
- Track conversions reliably,
- Attribute conversions to the correct click,
- View timestamped logs of all received conversion events,
- Work with conversion-based KPIs,
- Send optional conversion values for revenue reporting and optimization.
This feature gives publishers and advertisers a clear view of post-click performance, enabling stronger reporting and more data-driven decisions.