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How to set up S2S for Taboola

This guide walks you through setting up server-to-server (S2S) tracking for Taboola. You’ll learn how to properly configure your conversions and tracking, activate the integration, and evaluate performance through an A/B test using the Admetrics Pixel.

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Written by Admetrics
Updated over 2 weeks ago

What you will learn in this article:

  • How to set up Taboola conversions and configure click tracking

  • How to enable and validate S2S integration in Admetrics

  • How to run an A/B test comparing Taboola's pixel vs. the Admetrics Pixel

Step 1: Set Up Conversions

  1. Navigate to the "Tracking" tab in the menu bar

  2. Create the following conversions by clicking "+ New Conversion":

    Purchase Event

    • Conversion Name: AdmetricsPurchase

    • Conversion Type: Event

    • Category: Make Purchase

    • Event Name: AdmetricsPurchase

    • Total Conversions: Do not include in total conversions

    • Total Value: Do not include in total value

    • Aggregation Type: "Aggregated"

  3. Add to Cart Event

    • Conversion Name: AdmetricsAddToCart

    • Conversion Type: Event

    • Category: Add to Cart

    • Event Name: AdmetricsAddToCart

    • Total Conversions: Check Do not include in total conversions

    • Total Value: Do not include in total value

    • Aggregation Type: "Aggregated"

  4. Content View Event

    • Conversion Name: AdmetricsContentView

    • Conversion Type: Event

    • Category: View Content

    • Event Name: AdmetricsContentView

    • Total Conversions: Do not include in total conversions

    • Total Value: Do not include in total value

    • Aggregation Type: "Aggregated"

Note: Conversion names are case-sensitive. Please ensure exact spelling and capitalization.

Network Account Note: Taboola doesn't support conversions on the network account level. If using a network account, you must go to each individual account within the network account and create the required conversions separately.

Step 2: Configure Click Tracking

  1. Access your Taboola Realize dashboard

  2. Add the click parameter tblci={click_id} to your tracking code:

    1. Navigate to the "Campaigns" tab

    2. Create or edit an existing campaign

    3. In the Campaign set-up page, go to the Tracking section at the bottom of the page and add tblci={click_id}, for example utm_source=taboola&utm_medium=referral&tblci={click_id}

      Make sure that all parameters are separated by &

Step 3: Enable Integration in Admetrics

  1. Open Admetrics' Data Studio

  2. Navigate to Settings, the Integration tab

  3. Select your Taboola integration

  4. Enable the S2S setting and save it

Optional: Configure Landing Pages

If you use landing pages on custom domains that don't match your main shop:

  1. Follow this guide to configure your custom domains properly

  2. Add the attribute data-ss-ta="1" to your Admetrics conversion script

    For example:

    <script id="js-app-admq-script"
            src="https://shopify.admetrics.events/conversion-v1.min.js"

            data-ss-ta="1" 
    ></script>

How to set up an A/B test to assess the impact of S2S integration

Test Setup:

To evaluate the effectiveness of the S2S integration with Taboola, an A/B test will be conducted to compare two optimization strategies: using your existing Pixel versus the Admetrics Pixel.

Step 1: Campaign Test with Admetrics "Purchase" Conversion

We recommend switching an existing campaign to the Admetrics "Purchase" conversion in order to test this on a small scale before applying changes across the entire account.

  • The Admetrics "Purchase" events should be included in the Total Conversions.

Step 2: Monitor Performance and Stability

Campaign performance should be closely monitored during the test to detect major fluctuations or signal loss early on.

  • The goal is to analyze how the additional data input affects optimization.

Step 3: Gradually Adjust Conversion Tracking

Once performance is stable and results are positive:

  • Remove the original (non-Admetrics) "Purchase" conversion from the Total Conversions.

  • Continue optimizing based on the Admetrics data, which remains included in Total Conversions.

Additional Important Notes:

  • The "Start Checkout" conversion (non-Admetrics) should remain permanently included in the Total Conversions to ensure a consistent signal level.

  • In the current setup (before Admetrics integration), only conversions attributed to Taboola are considered anyway - so the impact on the algorithm should be minimal.

  • Additionally, the S2S tracking does not show view-through conversions, which reduces the number of tracked conversions.

  • Therefore , it is especially important to maintain a stable signal volume in order to avoid disrupting the algorithm due to sudden drops.

Related Articles
How to set up S2S for Meta
How to set up S2S for Outbrain
Attributes for Pixels and S2S Events
How to set up S2S for Google Ads
Understanding Server-to-Server (S2S) Data Sharing in Admetrics
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