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Server 2 Server (S2S)

Optimise's S2S tracking consists of two components, and is our most robust solution for campaign tracking:

  1. Event Postback – Add to every page along your campaign's journey.
  2. Conversion Postback – Add to the post-sale confirmation page of your campaign's journey.

S2S Overview Flowchart

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If your journey changes domains at any point, please review the flow chart below:

S2S Crossdomains

S2S Crossdomain Flowchart

Capture SSKEY​

An SSKEY (unique) click reference will be automatically be appended to every link to the landing page (or deep link) defined for the campaign. See the below examples:

Website:

https://www.advertiser.com/?SSKEY=86a0a0b15e0143c8a14bd9c25628aecb

Mobile App:

mobileapp://home?SSKEY=86a0a0b15e0143c8a14bd9c25628aecb

To capture the SSKEY, it must:

  1. Be retrieved from the landing page QueryString.
  2. Stored in a local object.
  3. Returned to Optimise when a conversion event takes place.
    1. For web, this should be a persistent cookie for 30 days (or the agreed attribution window for the campaign).
    2. The cookie should be a 1st party, secure, server-side cookie on the primary domain (e.g., in the above example: advertiser.com).
    3. For Mobile Apps this must be a persistent variable in local storage for 30 days (or the agreed attribution window for the campaign).

Event Postback Setup​

An event postback is an S2S request used to track specific actions taken by users on a website or application (such as arriving at the landing page or obtaining a quote). This allows for accurate data capture accross all data points, journey events and devices as well as user interactions, and other critical events.

Example Request:

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  • POST requests are currently unsupported. Below is an example of a built GET request.
https://track.omguk.com/e/q/s2s/?AppID=%Reference%&MID=%MID%&PID=%PID%&Action=%Event%&SSkey=&DeviceIP=%DeviceIP%&ref=https%3A%2f%2fwww.yourwebsitecom%2fcar-insurance%2f
  • For a full list of all available parameters and values, please visit the Parameters section.
  • %MID% and %PID% need to be replaced with actual values. These will be provided by Optimise or can be found in the Setup Wizard.

Conversion Postback Setup​

The postback must be activated on the post-sale confirmation page of your site with the SSKEY from the cookie. This will capture and attributing sales when upon a completed transaction.

A unique identifier needs to be generated which can be used to validate sales on. This will populate the APPID parameter for each transaction, ensuring accurate attribution.

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  • POST requests are currently unsupported. Below is an example of a built GET request.
  • For a full list of all available parameters and values, please visit the Parameters section.
  • %MID% and %PID% need to be replaced with actual values. These will be provided by Optimise or can be found in the Setup Wizard.
https://track.omguk.com/e/s/s2s/?AppID=%SaleReference%&MID=%MID%&PID=%PID%&Action=Sale&Status=&TransactionValue=%TotalOrderValue%&SSKEY=%SSKEY%&Channel=Optimise&CustID=%CustomerID%&Vcode=%VoucherCode%

Additional parameters, such as Basket Item Tracking, may be appended to the URL as seen in the below Conversion Postback examples.

If not already, we recommend adding either our Universal Tag, or Event Postback to every page on your campaigns journey to take full advantage of Optimise reporting capabilities, which include benefits like Market Intelligence and cross-device attribution (using CustID).

Conversion Postback Examples​

Finance​

https://track.omguk.com/e/s/s2s/?APPID=%SaleReference%&MID=%MID%&PID=%PID%&Action=Sale&Status=&TransactionValue=%TransactionOrderValue%&iPurpose=%PurposeOfLoan%&iDuration=%DurationOfLoan%&Vcode=%VoucherCode%&Channel=%Channel%&iMeta=%Meta%

Insurance​

https://track.omguk.com/e/s/s2s/?APPID=%SaleReference%&MID=%MID%&PID=%PID%&Action=Sale&Status=&TransactionValue=%TransactionOrderValue%&iPolicytype=%PolicyType%&iPolicyValue=%PolicyValue%&iStartDate=%StartDate%&iEndDate=%EndDate%&iPolicySpecific=%PolicySpecific%&iPaymentType=%PaymentType%&Vcode=%VoucherCode%&Channel=%Channel%&iMeta=%Meta%

Retail​

https://track.omguk.com/e/s/s2s/?APPID=%SaleReference%&MID=%MID%&PID=%PID%&Action=Sale&Status=&TransactionValue=%TransactionOrderValue%&Shipping=%ShippingValue%&Tax=%TaxValue%&iID=%SKU%&iName=%ItemName%&iVol=%ItemVolume%&iVal=%ItemValue%&iCategory=%ItemCategory%&iBrand=%ItemBrand%&Vcode=%VoucherCode%&Channel=%Channel%&CustType=%CustomerType%