Server-to-server (S2S) tracking is the most reliable way to track conversions today. Most tracking relies on the “Client” (the user’s browser). However, browsers are now designed to block these connections to protect privacy. S2S tracking removes the browser from the middle of the conversation.

Instead, your website’s server talks directly to the server of the ad platform (like Facebook or Google). Because the conversation happens “behind the scenes,” it cannot be stopped by ad blockers or browser settings. This is the ultimate solution for businesses that want 100% accuracy in their sales reporting and want to ensure they aren’t wasting their ad budget on “invisible” conversions that the browser failed to report.