Tracking is everything when it comes to performance marketing. If you’re running campaigns for verticals like casino, betting, mvas, or sweepstakes, understanding S2S (Server-to-Server) postbacks can be the difference between a profitable campaign and a money pit.
In this guide, we’ll break down what S2S postbacks are, how they work, and how to use them effectively. Plus, we’ll show you how Traffic Nomads lets you track two separate events—like sign-ups and deposits—to help you optimize smarter and scale faster.
What Are S2S Postbacks?
S2S (Server-to-Server) postbacks are a method of conversion tracking where your ad platform communicates directly with your tracking platform or affiliate network, without relying on browser cookies.
Unlike traditional pixel tracking, S2S postbacks are more accurate, cookie-less, and perfect for mobile traffic or campaigns where user privacy is critical.
How Do S2S Postbacks Work?
Each time a user completes a specific action (like registering or making a deposit), the following steps happen:
Step-by-Step Breakdown:
- The click is tracked by your tracker with a unique ID.
- That ID is passed to the affiliate network or offer.
- When the user completes an action, the event is registered.
- The affiliate network triggers a postback to your tracker.
- Your tracker then fires a postback to the ad platform (like Traffic Nomads).
- You see the conversion appear in your campaign dashboard.
Why Should You Use S2S Postbacks?
S2S postbacks are essential for serious media buyers. Here’s why:
- 🔒 Accuracy – No reliance on browser cookies or pixels
- 📱 Mobile Friendly – Ideal for mobile and in-app traffic
- 📈 Real-Time Optimization – Get data instantly to adjust bids and creatives
- 🔁 Multiple Event Tracking – Track more than just one event per funnel
Track More Than One Event: Sign-Ups & Deposits with Traffic Nomads
At Traffic Nomads, we understand that many affiliates and advertisers need more granular insights, especially in verticals like casino or betting, where the real ROI happens after the user signs up.
That’s why our DSP allows you to track two different conversion events via S2S postbacks:
Example Events:
- ✅ Event 1: Sign-Up – See how many users registered after clicking your ad
- 💰 Event 2: Deposit – Track which users went on to deposit and generate revenue
This feature helps you separate lead quality from revenue-generating behavior and lets you optimize your campaigns based on true performance—not just surface-level metrics.
How to Set Up S2S Postbacks on Traffic Nomads
Setting up postbacks on our platform is simple:
Step-by-Step Instructions:
- Create your campaign and make sure your tracker supports postback URLs
- Go to the campaign settings and copy the postback URL, located under the Ad URL field.
- Configure the postbacks on your tracker, if possible configure both, to fire two postbacks—one for sign-up and another for deposit
- You can contact support our your AM directly to ask for a testlink
- Check your Traffic Nomads dashboard to see both events tracked
Final Thoughts: Start Tracking Like a Pro
S2S postbacks are a must for any serious affiliate or media buyer in 2025. With Traffic Nomads, you’re not just tracking one event—you’re getting deeper insights with dual-event tracking so you can make smarter decisions and boost your ROI.
🛠️ Ready to set up your postbacks? Get started with Traffic Nomads now
