Tracking Conversions in Voluum: S2S Postback URL or Tracking Pixel

Voluum supports two options for tracking conversions:

  • Server-to-Server (S2S) postback URL 
  • Tracking pixel 

When using either of these two methods, Voluum requires specific values for conversion tracking to work correctly. If you want to track your conversions automatically, you will need to set up your postback URL on your affiliate networks. 

We always recommend using the postback URL option as opposed to the tracking pixel option as it is safer and far more accurate.

Server-to-Server (S2S) Postback URL

If you are tracking conversions for an offer with an S2S postback URL, then it is necessary to pass clickid to the network. The parameters used to pass values are specific for each different network (or group of networks). Below you can find a breakdown of the S2S postback URL function.

In the Voluum platform where the click conversions are registered, a unique clickid value is generated for the click. This unique clickid will be sent to your affiliate network and then, the affiliate network captures and passes the clickid back to Voluum after the conversion is recorded on their end (via S2S postback URLs). When the postback URL gets sent back to Voluum from the network, the clickid is used to associate it to the original click. 


The clickid is passed to the network and next, compared to the clickid that is passed back; when it is matched in the Voluum platform, the conversion is registered. To make this work, Voluum will pass the clickid to the network using the {clickid} token in the offer URL.

An example of the offer URL:{clickid}

When that offer URL is clicked, the {clickid} is replaced with a unique value, for example  c384EFV6JHQODRN70575OK6UG5. Below you can take a look at the offer URL sample with the unique clickid value:

Upon click, the postback URL is used to send back the recorded clickid from the network and it looks as follows: 

In the postback URL you might find also other parameters that are used to pass additional information about the registered tracking event:
  • The example of the postback URL configured to pass the payout information automatically with a dynamic token: 

  • The example of the postback URL configured to pass the payout information with a fixed static payout value

Voluum Note: Parameters used in the offer URL such as s2 and placeholders used in the postback URL such as #s2# or #price# need to be in compliance to those ones which are supported by your network.

Client-to-Server Tracking Pixel

When S2S postbacks are not supported, then the alternate solution to track conversions is to use a tracking pixel. Tracking pixels are cookie-based, so they do not rely on the clickid being passed in the offer URL. The cid is stored in the initial cookie logged for that visitor, so conversion tracking will still work, even if the parameter is missing. Tracking pixels are always placed after the conversion actually takes place, for example on the thank you page.

Both conversion tracking formats can be found within the Setup tab in your Voluum panel settings. You need to place those on your affiliate network preferably as global to avoid the need to place them on each offer you run.


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