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Server-to-Server (S2S)

Direct server-to-server communication method for sending event and tracking data between systems without requiring client-side SDKs or browser-based code execution

Server-to-Server (S2S) tracking, also known as server-side tracking, enables platforms to exchange data directly between their servers rather than through client devices. This architecture provides greater control over data transmission, enhanced privacy compliance, and reduced dependency on client-side code, making it a cornerstone of modern privacy-first measurement infrastructure.

Unlike client-side tracking where JavaScript or SDKs on user devices send data, S2S processes occur entirely on backend infrastructure, invisible to end users and unaffected by browser restrictions or ad blockers.

Key benefits for marketing analytics data

  • Enhanced Privacy Control: Process, filter, and anonymize data before sending to third parties, ensuring PII protection and regulatory compliance

  • Ad Blocker Immunity: Server-side requests cannot be blocked by browser extensions or privacy tools

  • Reduced Client-Side Load: Eliminates multiple SDKs from apps and websites, improving performance and reducing app size

  • Data Quality: Verify and validate events before transmission, ensuring only accurate data reaches destinations

  • Faster Deployment: Make tracking changes server-side without updating app code or waiting for app store approvals

  • Centralized Data Governance: Single point of control for data hashing, redaction, and transformation

FAQ: Server-to-Server (S2S) tracking

What is Server-to-Server tracking?

Server-to-Server (S2S) tracking is when your application servers send event data directly to destination platforms (analytics, advertising, attribution) without relying on client-side SDKs or browser code.

S2S or client-side — which should I use?

Choose S2S when privacy control and ad‑blocker resistance are critical. Prefer client-side for rapid A/B testing and granular visual interaction tracking.

How server-to-server (S2S) works?

In S2S tracking, data flows directly from your application servers to destination platforms (analytics, advertising, attribution services) through HTTP/HTTPS requests. Unlike client-side tracking where JavaScript or SDKs on user devices send data, S2S processes occur entirely on backend infrastructure, invisible to end users and unaffected by browser restrictions or ad blockers.