Myth-Busting Server-to-Server Tracking with Stape
Written by Denis Golubovskyi on 4 minute read
Denis Golubovskyi, Founder of the server-side tracking solution Stape, debunks a variety of common myths surrounding server-to-server tracking.
Server-to-server (S2S) tracking is a cornerstone of Awin’s Conversion Protection Initiative and pivotal to the ongoing raising of industry standards around affiliate tracking.
S2S sends conversion data directly from the advertiser’s website via its server to Awin. In doing so, it offers a robust tracking solution that is independent of any browser restrictions to achieve maximum accuracy, improved channel attribution and revenue protection.
The method is revolutionising how businesses collect and analyse data. Yet, several myths deter companies from adopting this robust solution. Let's debunk these misconceptions and shed light on the realities of S2S tracking.
Myth 1: Server-to-server tracking is expensive.
Many assume that implementing server-to-server tracking comes with a hefty price tag.
Reality: The long-term benefits outweigh the costs, and affordable options exist.
While there are initial setup costs, server-side tracking pays off through better data accuracy, compliance with privacy laws, and improved ROI.
Why?
Traditional client-side tracking is increasingly unreliable due to ad blockers and browser restrictions, leading to data loss and wasted ad spend. S2S ensures precise, uninterrupted data collection, allowing marketers to make smarter, data-driven decisions. And not all S2S solutions require a big budget—platforms like Stape offer affordable and even free plans, making it accessible to businesses of all sizes.
Myth 2: Server-to-server tracking is difficult to set up.
Many believe S2S is overly complex and requires extensive technical expertise.
Reality: Modern tools make setting up fast and easy.
With platforms like Stape, setting up server-side tracking no longer requires coding from scratch.
Why?
Pre-configured solutions and templates eliminate the technical barriers. These platforms integrate seamlessly with Google Tag Manager (GTM), Google Analytics (GA), Meta, TikTok, and other key tools — with no intricate configurations needed.
Once set up, data processing and forwarding happen automatically, reducing maintenance efforts. Plus, professional support is available 24/7, ensuring a smooth experience. With the right tools, S2S can be implemented quickly and efficiently, regardless of the number of platforms involved.
Myth 3: Server-to-server tracking has a limited template gallery.
Some think S2S is only available for Meta and Google Ads.
Reality: Server-side tracking supports a wide range of platforms.
Today, S2S is widely adopted across multiple platforms, including LinkedIn, TikTok, Snapchat, Pinterest, Twitter, and Reddit.
Why?
Affiliate networks like Awin support server-side tracking for more precise conversion attribution, and businesses across industries can use S2S tracking tailored to their needs. The server GTM (sGTM) template library is vast, with Stape being one of its significant contributors, continuously expanding the available solutions.
Myth 4: Server-to-server tracking is only useful for e-commerce.
Many assume S2S is limited to online retail.
Reality: It benefits multiple industries.
From affiliate marketing to SaaS and lead generation, S2S ensures accurate, privacy-compliant data collection.
Why?
S2S is valuable in various digital spaces, including:
- Affiliate and performance marketing: Reduces cookie-tracking issues and ensures accurate conversion validation.
- B2B and lead generation: Helps with deduplication and ensures lead data is properly transferred to ad platforms.
- SaaS and digital products: Enables precise tracking of trial signups, subscriptions, and renewals.
Ultimately, any business that relies on digital interactions can benefit from S2S, unlocking insights that might otherwise be lost.
Myth 5: Server-to-server tracking eliminates the need for consent management.
Some believe that using first-party cookies in S2S means they can skip consent management.
Reality: Compliance with GDPR (General Data Protection Regulation), CCPA (California Consumer Privacy Act), and other regulations is still required.
Server-to-server tracking does not bypass legal requirements for user consent.
Why?
Privacy laws apply to all data processing methods, whether client-side or server-side. Using Google’s Consent Mode V2, businesses can adjust tracking behavior based on user consent, ensuring compliance while respecting privacy preferences.
Implementing a clear and user-friendly consent banner remains essential, giving customers control over their data.
Upgrade your tracking with Stape
Getting started is simple. Whether you're implementing S2S for the first time or looking for an easy solution, Awin and Stape provide the tools and support to make the transition smooth.
You can even benefit from a discount. For plans up to Enterprise level, advertisers receive $60 (£46) off the cost. Simply use the code AWIN60.
And for Enterprise plans and above, you can get the first month free, worth at least $200 (£154).
