What you will learn in this article:
What Server-to-Server (S2S) Data Sharing means and why it matters
Which ad platforms/vendors Admetrics supports with S2S, and what events and parameters are shared
How attribution models (First Touch / Last Touch) work in the S2S context
When you enable Server-to-Server (S2S) Data Sharing, Admetrics sends conversion events directly from your server to your ad platform’s API (rather than relying solely on client-side tracking). This helps improve reliability, reduce data loss (e.g. from ad blockers or browser limitations), and maintain compliance with privacy rules.
1. What Is Server‑to‑Server (S2S) Data Sharing?
Server‑to‑Server Data Sharing - also called server‑side tracking or conversion API integration - means conversion events like purchases or checkouts are sent directly from your backend to the vendor’s server. You still collect interactions on your website, but the conversion data is forwarded from Admetrics servers to each ad platform, with complete user and purchase metadata. You can choose the attribution model (First or Last Touch), which determines which click ID is sent with the event.
All events are reported based on when the conversion happened.
1.1 Attribution Models in S2S
First Platform Touch: sends the earliest click that initiated the user’s journey.
Last Platform Touch: sends the most recent platform interaction before the conversion.
You can select your preferred model per ad platform in the Admetrics UI.
2. Supported Platforms and Shared Parameters
2.1 Google
Attribution model: First Touch or Last Touch
Supported conversion event:
PurchaseMarketplace platforms supported: Shopify, Shopware
Event | Shared Parameters |
Purchase | timestamp, order ID, items (ID, Quantity, Price), value, currency code, email (hashed), first name (hashed), last name (hashed), phone number (hashed), country code, state / province, city, postal code, GCLID, user agent |
More details can be found in Google’s Conversion Adjustment API documentation.
2.2 Meta
Attribution model: First Touch or Last Touch
Supported conversion events:
ViewContent,AddToCart,InitiateCheckout,PurchaseMarketplace platforms supported: Shopify (all events), Shopware (Purchase only)
Event | Shared Parameters |
ViewContent | timestamp, event_id, city, country, fbc, fbp, user agent, IP address, action_source (WEB), event_name, event_source_url, content_category, content_type, content_name, content_ids, items (ID, Price), currency |
AddToCart | timestamp, event_id, city, country, fbc, fbp, user agent, IP, action_source (WEB), event_name, event_source_url, content_category, content_type, content_ids, items (ID, Quantity, Price), value, currency |
InitiateCheckout | timestamp, event_id, email (hashed), first name (hashed), last name (hashed), phone (hashed), country code, state, city, postal code, currency, value, fbc, client_user_agent, client_ip_address, action_source, event_name, event_source_url, content_ids, items (ID, Quantity, Price, num_items), external_id (hashed), fbp |
Purchase | timestamp, event_id, email (hashed), first name (hashed), last name (hashed), phone (hashed), country code, state, city, postal code, currency, value, fbc, client_user_agent, client_ip_address, action_source, event_name, event_source_url (Order Status Page URL), content_ids, items (ID, Quantity, Price), order ID (hashed), external_id (hashed), fbp |
For a full list of Meta’s parameters and rules, see their Conversions API documentation.
2.3 Outbrain
Attribution model: Last Touch
Supported conversion events:
ViewContent,AddToCart,PurchaseMarketplace platforms supported: Shopify (all events), Shopware (Purchase only)
Event | Shared Parameters |
ViewContent | timestamp, event_id, Outbrain Click ID (ob_click_id), event_name |
AddToCart | timestamp, event_id, Outbrain Click ID (ob_click_id), event_name |
Purchase | timestamp, event_id, Outbrain Click ID (ob_click_id), event_name, order ID, currency, value |
See Outbrain’s S2S integration instructions for more information.
2.4 Taboola
Attribution model: Last Touch
Supported conversion events:
ViewContent,AddToCart,PurchaseMarketplace platforms supported: Shopify (all events), Shopware (Purchase only)
Event | Shared Parameters |
ViewContent | timestamp, event_id, Taboola Click ID (click_id), event_name |
AddToCart | timestamp, event_id, Taboola Click ID (click_id), event_name |
Purchase | timestamp, event_id, Taboola Click ID (click_id), event_name, order ID, currency, value, quantity |
Detailed guidance is available via Taboola’s conversion tracking docs.
2.5 TikTok
Attribution model: First Touch or Last Touch
Supported conversion event:
PurchaseMarketplace platforms supported: Shopify
Event | Shared Parameters |
Purchase | timestamp, external ID (order ID), value, currency code, email (hashed), phone number (hashed), TikTok click ID, user agent, IP address, URL, referrer, items (ID, Quantity, Price, Type, Category, Name) |
For more, refer to TikTok’s standard event parameter documentation.
2.6 Snapchat
Attribution model: First Touch or Last Touch
Supported conversion event:
PurchaseMarketplace platforms supported: Shopify, Shopware
Event | Shared Parameters |
Purchase | timestamp, order ID, items (ID, Quantity, Price), value, currency code, email (hashed), first name (hashed), last name (hashed), phone (hashed), country code, state, city, postal code, GCLID, user agent |
For a full list of Snapchat’s Conversion API parameters, check their developer docs.
3. How Admetrics Handles Reporting and Timing
Admetrics uses the conversion timestamp as the primary reporting time. This ensures accurate conversion date reporting.
No separate click date is sent.
Events are always assigned to the date/time the conversion occurred.
This approach aligns better with business KPIs and daily revenue metrics.
Server‑to‑Server data sharing ensures you maintain data integrity and attribution accuracy across your ad channels, even in a privacy-first world. By leveraging Admetrics' flexible S2S setup, you ensure critical conversion events are always delivered.