Server to Server (S2S) / Postback Tracking

The destination URL allows tracking conversions and monitoring campaign performance so advertisers know what areas are the most or the least profitable and how to better optimize it.

Along with the user click ID, {cid} token in NewProgrammatic, there are also other dynamic placeholders (tokens), to keep a track of additional information regarding one particular visit.

A full list of available tokens can be found below.

How does S2S/Postback Tracking work?

You can add tokens to the destination URL that allows you to pass on various pieces of information. Each token must be placed after a parameter name. The parameter name is an empty basket and you can decide which values are sent to it. In our example, the empty basket is n1 and we are passing the target ID (with the {target} token) of a particular visit to it.

The parameter names (sometimes referred to as sub IDs – n1,n2, n3…) show your tracking software what kind of data you are sending. In turn, the {target} and {keyword} tokens show NewProgrammatic what data to send (dynamic placeholders) to your tracking software. Here is an example of how these tokens would look paired with the n1 and n2 parameter names in your destination URL:{target}&n2={keyword}

If you would like to add another parameter, n3, you could do this using an ampersand (&) and following the same pattern:{target}&n2={keyword}&n3={match}

You can repeat this process till all your sub IDs are taken (these are only limited by the number of free spaces in your tracker).


The n1, n2, and n3 are only examples of the parameters. If you want to set up the tracking correctly, you should find the corresponding parameter from the tracking software. There are different conventions for different tracking platforms, for example, subID, subID1, subID2. If you do not know what your parameters or subIDs are, you should contact the tracking software company to check you are set-up correctly.