S2S postback closes 11-18% more conversions than pixel tracking
Server-to-server (S2S = network fires a callback URL on conversion) vs browser pixel, measured on iOS 14.5+ paid traffic.
— Match rate S2S: 96% ▏▏▏▏▏▏▏▏▏▏
— Match rate pixel: 79-85% ▏▏▏▏▏▏▏▏
— Gap widens to 22% on in-app webviews (n=14 offers)
— Pixel still wins setup speed: ~5 min vs 30-90 min S2S
Read: pixel is fine for testing creatives; switch to S2S before scaling spend past ~$200/day, where the lost 15% is real money. n=14 offers, 4 networks, 90-day window.
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S2S postback closes 11-18% more conversions than pixel tracking
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