Server to server and pixel tracking are two different technologies for tracking events on your side and reporting those events into our platform
Tracking pixels are snippets of code that are placed on your website, in specific pages, to track when a user has carried out the actions you want to track. Think of a confirmation page after a purchase for example.
When the user visits the confirmation page, thanks to that code you placed on the page, we are able to read the cookie that we have placed in the user's browser when we displayed your ad and we will register a conversion for that ad and campaign.
This technology has unfortunately limitations.
For example you are not able to pass us a conversion value dynamically because this value would be in clear view and could be faked by bad actors to disrupt the values reported in our system.
But the biggest drawback of this technology is the fact that you most likely need to create one tracker for every campaign you run with us: if multiple campaigns with the same tracker, in fact, are seen by the same user, we have no way to distinguish which campaign led to the pixel "firing" and we resort to last touch attribution, meaning we attribute the conversion to the campaign, among those with that same tracker, that was viewed most recently.
Server to server tracking
In server to server tracking there is no need to resort to last touch attribution because every time a user views your ads we generate a unique transaction ID which we pass to you as a parameter.
You will take care to pass this parameter back to us when the conversion happens and have the possibility to add a dynamic conversion value to the server to server operation if needed.
We will then tie the conversion with the exact ad view that generated it.