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# What is it? Server-to-Server conversion tracking (aka S2S, Postback URL and Cookie-less) is an alternative method of reporting conversion data back to MediaAlpha when placing a tag (aka client-side or pixel) on your web page is not desirable or possible. It is generally a more reliable method of reporting conversions since the client-side method relies on browser cookies which may not always be available. However, it may require a developer to make updates to the advertiser's web application and/or reporting platform. # How to set it up **Update MediaAlpha Account Settings** * Define up to 5 conversion events via the "Pixel" tab under the advertiser account settings. * Pass the {token_guid} macro as a variable in all tracking URLs in MediaAlpha. For example, it can be **&ma_token=**{token_guid} * This macro enables MediaAlpha to match conversions with the click origin and associated campaign data. * Whitelist the advertiser's IP address. **Update Advertiser Web Site** * When a user hits the advertiser's landing page the unique token will be available in the URL. * The token should be stored so that it can be recalled upon successful conversion event. * When a conversion happens, the advertiser's web application should make a server to server call passing that token back to MediaAlpha along with the corresponding pixel ID and optional conversion value. Here is the MediaAlpha conversion API endpoint: https://insurance.mediaalpha.com/conversion.json?u=(pixel_id)&token=(token captured) **Example usage** For pixel 1 fire - https://insurance.mediaalpha.com/conversion.json?u=1&token=asdh2341JKAhp-sn836bsb-dk8192Hkh For pixel 2 fire with revenue value of 50 - https://insurance.mediaalpha.com/conversion.json?u=2&v=50&token=asdh2341-JKAhpsn836-bsbdk8192Hkh