Publisher S2S Tracking
Postback URL tracking is also known as Server-to-Server (S2S) tracking. There are multiple methods to track unique conversions, however, click ID/unique ID tracking is the most popular in the Affiliate Marketing industry.
How S2S tracking works?
A user surfs the publisher Ad, which has been served in an APP or on the web
The user clicks on the Ad and is redirected to the Swaarm tracker
Swaarm tracker stores the publisher click ID (unique ID to track the conversion) and forwards the user to the corresponding Google Play Store or Apple AppStore page through the MMP that has been used by the advertiser
The MMP stores Swaarm click ID
The user installs and opens the app
MMP loads the server postback with the Swaarm click ID to notify Swaarm tracker a successful conversion
Once Swaarm tracker tracks the successful conversion, it matches with the corresponding publisher click ID which is responsible for that conversion and loads the server postback URL which has been configured in the Platforms publisher page.
Click Parameters Supported by Swaarm for Publisher Tracking Links
The following parameters are available from the Swaarm tracker to use in the publisher tracking URL. In any publisher tracking link offer_id and pub_id parameters are mandatory to use in order to redirect a successful click to the advertiser. The parameter pub_click_id is mandatory to pass back the successful conversion to the publisher. There are many other following parameters that can be used for publisher tracking URL.
Parameter | Description | Example |
offer_id | Offer ID generated by Swaarm tracker | 12345 |
pub_id | Publisher ID generated by Swaarm tracker | 1234 |
pub_click_id | click ID (Unique ID) sent by publishers in order to track conversions | 0a81ad386f991aef1c191dfd60cc |
pub_sub_id | Publisher sub ID
| abc123 |
pub_sub_sub_id | Publisher sub sub ID | abc123_def |
placement | Publisher Placement name/ID | abc_game123 |
app | Publisher APP name/ID | coolgame_app |
app_store_id | App store id of Ad placement | 343204456 |
site | Publisher Site ID | abc_game123 |
creative | Publisher creative name/ID | coolgame_320×50 |
idfa | iOS Advertising ID | 4D6F-1226–9C60–0050E4C04654 |
gaid | Android Advertising ID | GR56-1886–9D60–005776FC0465 |
user_ip | IP of the user device | 102.109.100.2 |
user_ua | User-agent of the user device | Mozilla/5.0 (iPhone; CPU iPhone OS 10_3_1 like Mac OS X) AppleWebKit/603.1.30 (KHTML, like Gecko) Version/10.0 Mobile/14E304 Safari/602.1 |
user_language | Language of the user device (ISO codes are followed) | EN |
unique1 | Publisher unique value1 | 0a81ad386f991aef1c191dfd60cc_0a81ad386f991ae |
unique2 | Publisher unique value2 | 0a81ad386f991aef1c191dfd60cc_0a81ad386f991ae |
unique3 | Publisher unique value3 | aef1c191dfd60cc_0a81ad386f991ae |
rec_link_id | Recommendation link ID | 256 |
lp_id | Swaarm Landing Page ID | 65432 |
pea_chain | non-unique token generated by Swaarm platform | e6UKM7lLUwlwAWXUyNO25TCY |
ext_offer_id | Publisher's offer ID (Only for Privacy enabled Attribution tracking) | 123145 |
ext_pub_id | Publisher's Source ID (Only for Privacy enabled Attribution tracking) | 324 |
ext_publisher_id | Publisher's Source ID (Only for Privacy enabled Attribution tracking) | 324
|
user_model | Device model number of the user device | e.g. GM-9621 |
user_make | Device manufacturer name of the user device | e.g. Samsung |
user_os | Operating System of the user device | Android |
user_os_version | OS version of the user device | 9.2.2 |
term | The Search Term by the publisher | Electric Vehicle |
Publisher ATT Parameters
Parameters | Description | Example |
idfv | Identification for Vendor | 3K0XXXXX-83XX-HEXX-KIXX-29KH83XXXXXX |
traffic_type | If the traffic is in app, mobile web, or desktop. |
|
att | App Tracking Transparency |
|
att_time | UNIX timestamp (Authorization time for IOS ATT) | 1622163110 |
att_duration | Time in seconds took the user to respond to the iOS ATT prompt. | 59175525 |
att_detail | Authorization status of ATT |
|
Sample Publisher Tracking URL:
https://yourcompany.trckswrm.com/click?offer_id=9876&pub_id=1234&pub_sub_id=[Publisher_id_Macro]&pub_click_id=[Publisher_click_id_Macro]&idfa=[Publisher_idfa_macro]&gaid=[Publisher_gaid_macro]
Postback Macros Supported by Swaarm for Publishers
The following table contains Swaarm supported exclusive set of macros that can be used to send raw data and information via real-time callbacks (or postbacks) to the publisher in their parameters.
Macro Name |
Description |
Example | Availability in Privacy-Enabled Conversion |
#{click.id} | Network’s own click ID | ATALzPEAAAFpCxU2EAAA3o8AAFB6 | No |
#{id} | Swaarm Unique Postback ID (no user info provided) | Ne_tpNr2ZAAAAAF-spRETwAAAU8AAA9oAAAAXA | Yes |
#{click.publisher.clickId} | Publisher click ID | ff49c078-3512-11e9-a602-114519a709ee_98_1212087_cpi | No |
#{click.publisher.id} | Publisher ID | 1235 | Yes |
#{click.publisher.subId} | Publisher sub ID | 10762_6eae4874d9c3 | Yes (If passed by Advertiser) |
#{click.publisher.subSubId} | Publisher sub sub ID | 10762_6eae4874d9c3_abc | No |
#{click.publisher.originalSubId!=null ?click.publisher.originalSubId :click.publisher.subId } | Publisher Sud ID (Original) | 10762_6eae4874d9c3 | Yes (If passed by Advertiser) |
#{payout.theyGetInDollars} | TheyGet in dollars, the amount we pay to the publisher per conversion | 1.7 | Yes |
#{payout.theyGetInDollarsExact} | TheyGet in dollars, the amount we pay to the publisher per conversion with up to 12 digits precision | 1.701234 | Yes |
#{payout.theyGetInCents} | TheyGet in cents, the amount we pay to the publisher per conversion | 170 | Yes |
#{payout.theyGetInCentsExact} | TheyGet in cents, the amount we pay to the publisher per conversion with up to 12 digits precision | 170.1234 | Yes |
#{click.device.idfa} | IDFA | 4D6F-1226–9C60–0050E4C04654 | No |
#{click.device.gaid} | GAID | 4R45-1226–D565–0050E4C04654 | No |
#{click.publisher.site} | Publisher site ID | abc_game123 | No |
#{click.publisher.app} | Publisher APP name/ID | coolgame_app | No |
#{click.publisher.appId} | Publisher APP ID | 343204456 | No |
#{click.publisher.creative} | Publisher creative name/ID | coolgame_320×50 | No |
#{click.publisher.unique1} | Additional unique ID 1 | 0a81ad386f991aef1c191dfd60cc_0a81ad386f991ae | No |
#{click.publisher.unique2} | Additional unique ID 2 | 0a81ad386f991aef1c191dfd60cc_0a81ad386f991ee | No |
#{click.publisher.unique3} | Additional unique ID 3 | 0a81ad386f991aef1c191dfd60cc_0a81ad386f991dd | No |
#{click.time} | User clicking time tracked by Swaarm, if not available for Privacy enabled postback, click time from Advertiser postback parameter will be passed | 2 019-06-04T21:00:56 | Yes (If passed by Advertiser) |
#{click.unixTime} | Click time in unix Timestamp format | 1576857465 | Yes (If passed by Advertiser) |
#{time} | Postback event time | 2019-06-27 14:44:47.854 | Yes (If passed by Advertiser) |
#{dateTime.conversionTimestamp} | Postback time in Timestamp format | 16456875856 | Yes (If passed by Advertiser) |
#{offer.offerId} | Swaarm network Offer ID | 12345 | Yes |
#{offer.name} | Swaarm network Offer name | Cool Game | Yes |
#{offer.eventTypeId} | Swaarm Offer event type ID | 1234 | Yes |
#{eventType.advertiserEventTypeId} | Swaarm Adv event ID [Must be used by the clients who migrated from another tracking platform to Swaarm] | Purchase123 | Yes |
#{click.user.connection.ip} | User IP | 102.192.135.251 | No |
#{click.user.device.ua} | User Device User-agent | Mozilla/5.0 (iPhone; CPU iPhone OS 10_3_1 like Mac OS X) AppleWebKit/603.1.30 (KHTML, like Gecko) Version/10.0 Mobile/14E304 Safari/602.1 | No |
#{click.user.device.language} | User Device Language | EN (ISO codes are followed in tracking link) | No |
#{user.connection.isp} | User Internet/Cellular Connectivity Service Provider | Verizon Internet | No |
#{click.user.geo.country} | User country info | US | Yes (If passed by Advertiser) |
#{click.user.device.os} | User device OS Name | iOS | Yes (If passed by Advertiser) |
#{eventType.name} | Swaarm Event type name | Registration (for Default - empty string) | Yes (If passed by Advertiser) |
#{status.state} | Postback status | APPROVED / REJECTED | Yes |
#{attributionPartner.rejectionReason} | Advertiser rejection reason | ctit_anomalies | Yes (If passed by Advertiser) |
#{peaChain} | Pea Chain value passed by the publisher | e6UKM7lLUwlwAWXUyNO25TCY | Yes |
#{ext.offerId} | Publisher's offer ID passed via click | 12345 | Yes |
#{ext.publisherId} | Publisher's source ID passed via click | 432 | Yes |
#{click.publisher.term} | The Search Term passed by the publisher | Electric Vehicle |
|
Sample Publisher Postback URL
http://offers.publisher.com/postback?clickid=#{click.publisher.clickId}&payout=#{payout.theyGetInDollars}&event_id=#{offer.eventTypeId}&unique_id=#{click.publisher.unique1}