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Server-side Conversion Pixels

Advanced guide for implementing server-side conversion tracking with Standard Pixels for complex attribution scenarios.

Server-side conversion pixels are essential for tracking conversions in environments where traditional browser-based cookies cannot be used effectively. This advanced guide covers implementation with Standard Pixels.

Prerequisites: Before implementing server-side tracking, create a Standard Pixel to generate the necessary server-side tracking URL. For basic pixel setup, see our main pixel creation guide.

Understanding Server-side Conversion Pixels

A server-side conversion pixel is a URL that registers conversions on the server side, bypassing traditional browser-based tracking limitations. This method is essential for accurately attributing conversions to digital advertisements in environments where users interact with ads within mobile apps or similar isolated frameworks.

Use Cases for Server-side Pixels

  • Mobile Conversions: Ideal for tracking installations or other conversions from mobile app stores where a standard pixel cannot follow the user through the entire conversion process.
  • Complex User Journeys: Useful in scenarios where conversions involve multiple steps or occur across different environments that a single client-side pixel cannot fully capture.

How Server-side Pixels Work

  1. Ad Interaction: When a user interacts with an ad served by ad:personam, a unique server-side pixel token is generated and passed along with the creative.
  2. Conversion Tracking:
  • As the user clicks on the ad, they are directed to a landing page that contains macros embedding the server-side pixel token and possibly other device-specific IDs.
  • When the user completes a conversion action (e.g., app download and open), the app or webpage makes a call to an attribution server with the embedded token.
  1. Attribution and Reporting: The attribution server records the conversion, attributes it to the correct advertising action, and informs Microsoft Advertising via a server-side pixel call that includes the conversion pixel ID and the token.

Generating Server-side Pixel URLs from Standard Pixels

Server-side tracking URLs are automatically generated when you create a Standard Pixel:

Access Your Server-side URL:

  1. Navigate to the Pixels section in your dashboard
  2. Create or locate your Standard Pixel
  3. Click the preview icon next to your pixel
  4. Copy the server-side implementation URL from the code snippet

Example Server-side Pixel URL:

http://sspx-router.adnxs.net/sspx?id=59633&sspdata=[SSPDATA]

The [SSPDATA] token is dynamically generated when users interact with your ads and must be captured on your landing page for proper attribution.

Adding Parameters to a Server-side Pixel Call

Parameters like order_id, value, and others can be appended to the URL to provide additional conversion details:

https://sspx-router.adnxs.com/sspx?id=25619&order_id=1234&value=5678&sspdata=ams1AAAAAAAAkQC8rFPulI3JKKU9tUKckv1Oj1WFMAAAAAGULAAA3AAAAUQIAAD4AAA

Testing and Troubleshooting

  • Testing: Test the server-side pixel by setting up a test ad campaign that includes a landing page with the server-side pixel URL. After clicking the ad, use tools like cURL to simulate a conversion event:
curl --verbose -L 'https://sspx-router.adnxs.com/sspx?id=78874&sspdata=nym1CJjYiJ3oq6LkMxACGIHey7vM0vGDRyIJMTAuMS4xMi42KAE.'
  • Troubleshooting: Ensure any issues with server-side pixels are documented with verbose logs from the pixel fires, as these are crucial for investigations.