Implementing Direct Tracking (Server-to-Server / Postback) with Hybrid and gclid Support

Direct Tracking is Daisycon’s server-side tracking method (also known as Server-to-Server or S2S tracking). It allows you to track conversions without relying on client-side pixels or browser cookies. This article explains how to implement a robust server-side setup that includes hybrid tracking using the Synergy Pixel and optional gclid support for Google Shopping and CSS campaigns. These features help ensure accurate attribution even when Click IDs are unavailable or parallel tracking limits traditional tracking methods.

Important: Hybrid tracking is required if technically feasible. Always combine your server-to-server postback with a Synergy Pixel to ensure accurate attribution when the Click ID is unavailable. These changes are becoming increasingly important and have already been proven to increase campaign performance by 10% or more. If you run Google Shopping or CSS campaigns, we strongly recommend also including the gclid parameter in your postback for optimal performance. Traditional tracking solutions will progressively reduce in performance as Google expands parallel tracking for Google Shopping traffic.

Note: This guide is intended for those with a technical background. For standard pixel-based tracking, please refer to Implementing the Conversion Pixel.

How Server-to-Server tracking works

1. Click ID generation: Daisycon generates a unique Click ID instead of using traditional cookies.
2. URL parameterization: The Click ID is appended as a parameter in the URL, which you can store in a cookie, local storage, or your own database.
3. Conversion reporting: When a conversion occurs, your system calls Daisycon’s postback URL, including the stored Click ID.
4. Transaction attribution: Daisycon uses the postback data to attribute the conversion to the correct publisher.

Most third-party tracking platforms (such as Tune, Cake, or Post Affiliate Pro) support Click ID handling and postbacks. Custom setups are also possible.

Important: As an advertiser, you are responsible for ensuring accurate Click ID storage and reporting. If your attribution model differs from Daisycon’s (last-click with 100-day validity), be sure to mention this clearly in your campaign description.

Implementation guide

Basic URL structure

Append your selected URL parameters and the required Click ID parameter to your landing pages:

https://advertiser.com/?clickid=%DCI%&utm_source=daisycon&utm_medium=affiliate

Ensure the Click ID parameter is present in all relevant materials, including product feeds and deep links. Daisycon Support can help verify your setup if needed. Strong advice is to place a click-id parameter as first parameter.

Postback URL structure

Use the Direct Tracking endpoint (/d/) instead of the pixel endpoint (/t/), and include the necessary parameters:

https://[matching_domain]/d/?ci=[campaign_id]&dci=[click_id]&a=[amount]&ti=[transaction_id]&r=[revenue]&pn=[description]&iv=[description_internal]&c=[country_code]

Improving reliability with hybrid tracking

While standard server-to-server tracking relies solely on the Click ID (DCI), this identifier is not always available at the moment of conversion. To improve reliability, Daisycon offers a hybrid tracking approach by combining the postback with a lightweight (privacy-friendly) client-side pixel known as the Synergy Pixel.

The Synergy Pixel sends a unique, transaction-level reference from the browser to Daisycon. If the Click ID is missing when the postback is fired, this reference can still be used to attribute the transaction to the correct publisher. All other product or transaction data is handled server-side.

When to use hybrid tracking

• You are using direct server-to-server tracking via postback.
• You want to improve attribution rates in privacy-restricted or cross-device scenarios.
• You can generate a persistent transaction reference (e.g. order number, cart ID).

How it works

• You fire a lightweight pixel (Synergy Pixel) from the browser when the transaction is created.
• This pixel sends a unique reference to Daisycon, such as ref=123456.
• The same reference is included in your server-side postback as the ref parameter.
• If no Click ID is present, Daisycon uses the reference to match the transaction.

Note: The Synergy Pixel must always be used together with your server-side postback. It does not track conversions on its own.

Implementation

A typical example looks like:

https://[tracking_domain]/tr/?ci=[campaign_id]&ref=[order_id]

Replace {{order_id}} with your transaction reference variable (e.g. order number or cart ID, must be persistent and unique). This tag should fire once per transaction, either on the confirmation page or immediately after the value used for the reference has been generated.

In your server-to-server postback, include the same value using the parameter ref and fire the postback for every conversion, including non-affiliate conversions and conversions without a DCI (Click ID):

https://[matching_domain]/d/?ci=[campaign_id]&dci=[click_id]&ref=[order_id]

This ensures Daisycon can match both signals, improving attribution even when the Click ID is missing or stripped.

Note: The example above is a simplified version. Your Partner Manager can supply you with the full Synergy Pixel code.

Future-proof support for Google Shopping and CSS campaigns

If you use Google Shopping or Comparison Shopping Services (CSS), you can improve attribution by sending the Google Click ID (gclid) in your server-to-server postback. This helps Daisycon better match transactions to affiliate clicks in cases where redirects are bypassed due to parallel tracking or campaign setup.

How to store the gclid

On the landing page, check if a gclid parameter is present. Only store this value if one of the following is also true:

• The URL contains utm_source=daisycon
• The URL contains a valid Daisycon Click ID (e.g. clickid= or dci=)

This prevents unrelated Google Ads traffic from interfering with affiliate tracking. We recommend storing the value in a dedicated variable, such as dcgclid, to avoid overwriting or conflicting with other systems using the default gclid.

Postback example with gclid

Include the stored value in your server-side call using the parameter gclid:

https://[matching_domain]/d/?ci=12345&dci=[click_id]&ref=[order_id]&gclid=[dcgclid]

This enhancement is strongly recommended if you run campaigns via Google Shopping or CSS providers.

Switching from pixel to Server-to-Server tracking

Planning to transition to S2S tracking? Follow these best practices to ensure a smooth migration:

• Transition period: Do not switch tracking overnight. Allow time for thorough testing.
• Notify Daisycon in advance: Contact your Daisycon account manager at least one month before the switch. This lead time ensures proper Click ID implementation. Note: Once S2S is active, pixel-based tracking will no longer function. Missing Click IDs will result in lost attributions.
• Dual tracking: Run both pixel and S2S tracking in parallel during testing. This helps validate whether all conversions are captured correctly.
• Expect minor variances: Slight attribution differences may occur, especially with multi-device or cross-browser journeys. These are common and vary by publisher.
• Adjust compensation: Monitor performance metrics. If key publishers experience lower EPC due to tracking changes, consider temporary payout increases.

Following these steps will help ensure accurate and consistent attribution when adopting Server-to-Server tracking with Daisycon.

Conclusion

By combining server-to-server tracking with the Synergy Pixel and gclid support, you create a future-proof, reliable attribution setup that maximises campaign performance even under increasing browser and platform restrictions. This setup is strongly recommended for all advertisers using Daisycon.