Q: Server-to-server postbacks or browser pixels for conversion tracking?

Q: Server-to-server postbacks or browser pixels for conversion tracking?

Go server-to-server (S2S postback) wherever you can. It's the more reliable choice and it's becoming the only choice.

— Pixels fire in the browser, so they break on ad blockers, ITP/cookie restrictions, slow page loads, and mobile webviews. You under-count conversions, partners feel cheated, and disputes pile up.
— S2S fires server-side from your backend when the conversion is confirmed (payment cleared, order valid). It survives blockers and lets you pass only verified conversions — fewer reversals.

Keep pixels only for top-of-funnel signals where precision matters less, or when a partner genuinely can't integrate S2S.

The practical edge: S2S lets you delay the postback until you've validated the order, so you don't pay on fraud you'd otherwise have to claw back.

Caveat: S2S requires dev work and a click-ID handshake. Budget integration time, and test reconciliation before you trust the numbers.

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