How Server-To-Server (S2S) Conversion Tracking Works In XPO

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Knorex Support
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For Server-To-Server (S2S) conversion campaigns, you must have a postback URL mechanism enabled from your server. Once it is enabled, you will be ready to use S2S.

The digital advertising industry is facing significant challenge with the imminent phasing out of third-party advertising cookies. One of the solutions that Knorex has introduced to meet the challenge in the post-cookies world is called Server-to-Server (S2S).

S2S is a way to track your customers' conversions directly from your server. You can track multiple conversions (e.g. installs, signups, registrations, purchases, and so on) across channels, without having to embed XPO pixel on your website. 

S2S does not use cookies, but conversion details are stored in the form of unique IDs or click IDs once the customer interacts with the ad creative. The click IDs are unique for each click.

Tracking conversion data helps you analyze and derive insights about your customers' actions on mobile apps or/and websites, and aid in measuring the impact, return on ad spend and also optimize campaigns.


  1. S2S is automatically activated at the partner level. Further, for accounts created under it, you can create the Conversion Goals.
  2. Once the customer clicks or interacts with the advertisement, Knorex generates a unique click ID (kcid) to the landing URL, which then redirects the customer to the clicked URL.
  3. For instance, if the landing URL is "", once a user clicks on the ad, it will change to
  4. These click IDs are sent and saved to your server. Once the consumer completes the funnel and the conversion (purchase, sign-up, etc.) is generated, you will need to send the click ID to Knorex from your server via a postback URL.

Postback Application Programming Interface (API) is available for your integration.

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