Knowledge Base

How to implement a server-to-server pixel

Ultimately, how exactly the server-to-server process will be implemented is up to your internal technology team and depends on what systems you use.

To Begin Implementing

Include an empty parameter in your Click URLs. LiveIntent will pass the “tracker ID” into this parameter. When a user clicks and lands on your page, grab the content of the parameter. The contents need to be held in the background, or passed across each page of the conversion process.

Format of Click URL: {tracker_id}

Note: "ref_id" is an example - you can use any name. Make sure that you keep its value between the landing page and conversion. 

Example of Click URL: c01dba4f-bb87-4649-9972-3a35007838ac

Conversion URL

Once the user completes the conversion process, the contents of the parameter needs to be input into the pixel and fired via server-to-server HTTP request.

Format of Conversion URL: {tracker_id}

Example of Conversion URL: c01dba4f-bb87-4649-9972-3a35007838ac

How To Improve Functionality

There are few additional parameter which help drive better ROAS and improve People-Based recognition:

order_id - internal advertiser’s CRM purchase ID

upa - user purchase amount

m - user’s md5 hash of email

sh - user’s sha1 hash of email

sh2 - users’s sha2 hash of email

Complete Conversion Format: {tracker_id} &upa= {amount} &order_id= {order_id} &m={md5}&sh={sh}&sh2={sh2}

Complete Conversion Example: c01dba4f-bb87-4649-9972-3a35007838ac &upa= 27.99 &order_id=100003&m=0c801bafe5e5244fc5546f3e5695fe0a&sh=567703cae539e8148fb6775cec06f89b44dae6ed&sh2=0ca4dc46a071696cf7926c73fc115c27e7a1ac24c9962ae4e3095b6e9c929dd3

For server-to-server pixel troubleshooting, view this article



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