The world of digital advertising is changing fast—and in this fierce race, data precision and marketing agility are key. That’s why the introduction of the Taboola Server-to-Server (S2S) integration is such a game-changer. Designed to elevate attribution accuracy and maximize return on ad spend, this powerful update reshapes how brands track, optimize, and grow their campaigns.
So, what’s the buzz all about? Buckle up. This blog dives deep into the Taboola S2S solution—what it is, why it matters, and how you can get started today.
Why Taboola S2S Integration Is a Big Deal
Taboola S2S stands at the forefront of performance marketing. It bridges the gap between ad clicks and reliable conversions—minimizing data loss and skewed attribution. In simpler terms, it helps ensure that the sales or leads you’re tracking actually line up with your real results.
Traditional pixel tracking has its pitfalls—browser limitations, ad blockers, and privacy updates all eat away at data reliability. Enter S2S tracking: a backend solution that allows data to flow directly between servers without relying on browser-based events.
Now, let’s talk impact.
Top Benefits of Taboola S2S You Can’t Afford to Miss
More Accurate Attribution
Gone are the days of guesstimating where your conversions came from. With S2S, Taboola matches clicks with conversions using server-level data, ensuring your campaign analytics reflect real-world performance.
Optimization on Steroids
Thanks to cleaner data, you can now optimize campaigns not just on total conversions, but on specific actions—like purchases from new vs. returning customers. This opens the door to smarter bidding, better targeting, and ultimately, more profitable campaigns.
Massive ROI Gains
When every conversion is tracked properly, you can allocate your budget more wisely. That means you’re spending less per acquisition and squeezing every bit of value from your ad dollars.
What’s New in the Taboola S2S Update?
- Enhanced Conversion Enrichment: Track deeper, more contextual events—from first-click to final sale.
- Flexible Optimization: Optimize for total conversions or zoom in on new or reactivated users.
- Improved User Matching: Sync identifiers like user IDs, emails, or transaction IDs to link actions to users precisely.
This update brings the kind of granular control every performance marketer dreams of.
How Taboola S2S Works Behind the Scenes
It’s surprisingly straightforward. Here’s the process:
- User Clicks Ad – Taboola logs the click with a unique ID.
- User Converts on Site – Your backend (server) tracks the conversion.
- Your Server Sends Conversion Info to Taboola – Using that same click ID, you inform Taboola about the conversion event.
- Taboola Matches Conversion to Ad Click – Voila! Full attribution achieved.
No need to worry about browser restrictions, cookies, or blocked scripts.
How to Set Up Taboola S2S with Admetrics
To set up S2S (Server-to-Server) tracking for Taboola using Admetrics, begin by configuring your conversions within the Taboola dashboard. Navigate to the "Tracking" tab, click “+ New Conversion”, and create three events with exact case-sensitive names: AdmetricsPurchase (Make Purchase category, included in total conversions and value), AdmetricsAddToCart (Add to Cart category, included only in total conversions), and AdmetricsContentView (View Content category, excluded from totals).
Use “Aggregated” as the aggregation type for each. Keep in mind that Taboola doesn’t support conversions at the network account level, so you must configure them per individual account.
Next, access your Taboola Realize dashboard and set up click tracking by adding the parameter tblci={click_id} in the Tracking section of your campaign settings, ensuring parameters are separated by ampersands (e.g., utm_source=taboola&utm_medium=referral&tblci={click_id}).
Then, go to Admetrics Data Studio, open Settings → Integrations, select your Taboola integration, and enable the S2S setting, saving your changes. If you’re using custom domain landing pages that differ from your main site, follow Admetrics’ configuration guide and add the attribute data-ss-ta="1" to your conversion script to ensure accurate tracking.
Why Server-to-Server Beats Traditional Pixel Tracking
Let’s be honest: pixel tracking is fragile. It can be blocked, delayed, or even dropped entirely due to:
- Ad blockers
- Browser updates (especially on iOS and Safari)
- Slow network connections
- JavaScript failures
By contrast, Taboola S2S is bulletproof. Your servers handle the data exchange, bypassing all those hurdles and ensuring no click or conversion gets lost in translation.
Importance Of Server To Server Integration In DTC And E-commerce
As privacy laws evolve and tracking limitations tighten, S2S integrations are no longer just "nice to have"—they’re essential. Brands that adopt Taboola S2S early gain:
- A clear measurement advantage
- Increased ability to scale campaigns
- Better alignment with compliance standards
Don’t get left behind. This is your chance to future-proof your strategy and stay ahead of the curve. Read all you need to know about Server to Server Integration.
Taboola S2S Use Case: New vs. Returning Customers
Want to know who’s converting for the first time—and who’s back for more?
With Taboola S2S, you can segment conversions by customer type:
- New customers: Tailor campaigns to target new audiences.
- Reactivated users: Rekindle interest and track re-engagement efforts.
- All conversions: See the full picture and optimize accordingly.
This insight gives marketers powerful tools to allocate budget, personalize messaging, and double down on what works.
Taboola S2S Is a Marketing Must-Have
Here’s the bottom line: if you want clean data, better performance, and smarter optimization, Taboola S2S is the way to go. It’s simple to implement, powerful in action, and essential for staying competitive in today’s digital landscape.
Thank you for trusting Admetrics to empower your data-driven decisions. We're excited to help you unlock the full potential of your marketing. Start your free trial today.
Frequently Asked Questions
What is Taboola S2S tracking?
Taboola S2S is a server-to-server integration that allows accurate conversion tracking by passing data directly from your backend to Taboola’s servers.
Do I need a developer to set it up?
Yes, basic backend development is required to capture and send conversion data using the tbclid.
Is Taboola S2S GDPR-compliant?
Yes, when implemented correctly with consent management tools, Taboola S2S can be fully compliant with GDPR and other privacy regulations.
Can I track custom conversion events?
Absolutely. You can define and track custom events such as purchases, sign-ups, or any goal that's important to your business.
Will S2S work with other ad platforms?
Yes. Most ad platforms now support S2S, making it a flexible and scalable solution.
What are the benefits over pixel tracking?
S2S offers higher accuracy, bypasses browser limitations, and provides better data control.
