What tracking solutions does Awin offer to accurately track sales?

What is Awin's full tracking suite?

How does Awin track sales?

What tracking solutions does Awin provide for advertisers?

How does Awin ensure accurate sales tracking?

What is Server-to-Server tracking and how does it work with Awin?

What tracking methods does Awin require advertisers to implement?

What is the Awin Advertiser MasterTag and what does it do?

How does Awin’s Conversion Protection Initiative (CPI) affect tracking?

How does server-to-server (S2S) tracking work in Awin’s platform?

Why must advertisers use both the MasterTag and S2S tracking on Awin?

What is the purpose of in-app tracking for advertisers with mobile apps on Awin?

What is Awin’s Fallback Conversion Tag and when is it used?

How does product-level tracking help advertisers on Awin?

What are the consequences of having sub-optimal tracking on Awin?

How does Awin support tracking in privacy-restricted environments?

What tracking features does Awin provide to enhance attribution accuracy?

Reliable tracking is essential to ensure publishers are paid accurately for the sales they drive. Awin requires all advertisers to implement standard tracking methods that work across modern browsers and privacy-restricted environments.

Advertisers with sub-optimal tracking may be subject to Conversion Protection Initiative (CPI) adjustments. To learn more, see The Conversion Protection Initiative - FAQ

Standard tracking methods

Awin supports two core tracking methods that advertisers must implement. These technologies ensure accurate and consistent commission attribution across the program.

1. Advertiser MasterTag

The Advertiser MasterTag is a lightweight JavaScript tag placed on every page of the advertiser’s website. It enables cookieless tracking, supports dynamic campaign features (like voucher code attribution), and ensures consistent tracking across devices and browsers.

2. Server-to-Server (S2S) tracking

S2S tracking allows advertisers to send conversion data directly from their backend systems to Awin’s servers. This method avoids browser-based limitations like ad blockers or JavaScript errors, providing a highly reliable data source.

Advertisers must use both the MasterTag and S2S tracking to meet Awin’s tracking standards.

3. App tracking

Advertisers with transacting mobile apps must implement in-app tracking to ensure conversions from app users are attributed correctly.

Additional tracking support

The following tools provide further tracking capabilities in specific environments or help recover missing conversion data:

Fallback Conversion Tag (Image Pixel): This is a backup image pixel tag used when JavaScript fails. It captures limited conversion details, such as order values and references.

Product-level tracking: Allows advertisers to pass itemised basket data, helping to report on individual product performance. Often used for more detailed reporting or campaign optimisation.

More features that enhance tracking

The following features are built on Awin’s standard tracking setup and help improve attribution accuracy:

• Cross-device tracking: Matches user journeys across different devices for more accurate attribution. To learn more, see What is cross device tracking and how does it work?
• Voucher attribution: Tracks voucher code use, even without cookies. To learn more, see What is Voucher Attribution?

How to view an advertiser’s active tracking methods

You can check an advertiser's active tracking methods through the Publisher API. The 'Get Program Details' endpoint contains a Tracking Transparency field (trackingTransparency) that shows the tracking methods used on each programme (such as Server-to-Server or Advertiser MasterTag).

This information gives you greater visibility into advertiser tracking, helping you assess program reliability and make more informed optimisation decisions. For technical details, see Get Program Details API.