Firstly, what is S2S tracking?
For desktop campaigns, normally S2S is an alternative to pixel tracking. With pixel tracking, the conversion pixel will load on a user’s machine, and a message is sent from the client to the server that hosts the conversion pixel to tell the server that a conversion event has occurred. This is an example of client-to-server tracking. With S2S, the app developer can write code to send a message that there was a conversion from their servers directly to our server i.e. server-to-server tracking.
On mobile, there are no pixels, so almost all post-install data is sent via S2S. When clients work with an MMP, this is essentially s2s tracking. When a user performs an action in the app, this is sent to the app company’s server to record in their system, and then they would send that conversion over to us directly (via an S2S call) or to Facebook.
What does postback mean?
Postback refers to sending data about the install or actions after the user installs the app. The “post” refers to the HTTP POST, and "back" just means send it back to its origin (since we drove the user to the ad, the data is being sent back to AdParlor).
The AdParlor system has been set up to receive data from all of the major Mobile Measurement Partners (MMPs) supported by Facebook as well as the Facebook SDK. Custom development is required for non-Facebook accredited MMPs - if this is critical for you, please contact our support team to discuss your options.
Does AdParlor directly receive data from the Facebook SDK or MMP?
No. The Facebook SDK sends the data from the app directly to Facebook. Whenever AdParlor does it's regular data sync (typically every 15 minutes), the data from the Facebook SDK is also retrieved.
On the other hand, MMPs can send their data directly to Facebook, and then we ingest the data during our regular stats pulls (the same as for the Facebook SDK), or the MMP can send an S2S call directly from their system to ours, circumventing Facebook. The latter method means that Facebook wouldn’t even know that this data exists; it would only exist in the AdParlor system.