Overview

Server-to-Server (s2s) click redirection improves the user experience of an ad click and subsequent redirection to the app store.

Typically, when a user clicks on an ad with Mobile Measurement Partner (MMP) tracking link, the user gets redirected to MMP server, which opens the browser window. Then the user gets redirected to a final destination like play/app store or to the App's custom Page (if it's a retargeting link). There is an extra step resulting in more delay from the time the user clicks on the ad to landing on the app store.

When s2s click tracking is enabled, and a user clicks on an ad, the user lands directly to the App store while the MMP tracking link is called in parallel without impacting user redirection flow. This results in one less step in the redirection thereby improving performance

Non-Video Click Flow without s2s

Non-Video Click Flow with s2s

Video click flow without s2s

Video click flow with s2s

Supported MMP's and Adformats?

S2S is supported for all Creative Formats and for the following MMPs -

Adjust, AppsFlyer, Branch, JustTrack, Kochava, Singular

How to set up s2s click tracking with Kayzen?

In the Kayzen console, when creating/editing the tracker asset, you will have an option to add Click URL, S2S URL along with Impression URL and other fields.

Example of tracker assets when using S2S

Example of tracker assets when using Non-S2S

Click URL: Your landing page URL or Play Store or App Store URL

S2S URL: MMP click tracker (with mandatory modifications discussed below)

Note: The impression URL will not change when generating S2S tracking.

If you're using any of the MMPs mentioned below, S2S click tracking will be automatically available in your account. If you don't see this option, please reach out to your Programmatic Success Specialist.



Adjust

Sample Click URL

This will be Play Store or App Store URL + Adjust parameters with Kayzen Macros.

Android:

https://play.google.com/store/apps/details?id=com.myapp&kayzen_click_id={CONVERSION_ID}&gps_adid={DEVICE_PLATFORM_ID}

iOS:

https://apps.apple.com/ca/app/my-app/id758940393&kayzen_click_id={CONVERSION_ID}&idfa={DEVICE_PLATFORM_ID}

Sample S2S URL

This is similar to non s2s click URL but with additional parameters:

  • os_name={DEVICE_OS_NAME}

  • ip_address={USER_IP}

  • s2s=1

Fields marked in bold below are mandatory.


Android:

https://s2s.adjust.com/<tracker_id>?kayzen_click_id={CONVERSION_ID}&campaign={CAMPAIGN_NAME}&adgroup={COUNTRY_CODE}_{EXCHANGE_NAME}&publisher_id={APP_ID}&impression_id={CONVERSION_ID}&creative={CREATIVE_NAME}&gps_adid={DEVICE_PLATFORM_ID}&device_type={DEVICE_TYPE}&device_name={MODEL_NAME}&os_version={DEVICE_OS_VERSION}&language={DEVICE_LANGUAGE}&user_agent={USER_AGENT}&os_name={DEVICE_OS_NAME}&ip_address={USER_IP}&s2s=1


iOS:

https://s2s.adjust.com/<tracker_id>?&kayzen_click_id={CONVERSION_ID}&campaign={CAMPAIGN_NAME}&adgroup={COUNTRY_CODE}_{EXCHANGE_NAME}&publisher_id={APP_ID}&impression_id={CONVERSION_ID}&creative={CREATIVE_NAME}&idfa={DEVICE_PLATFORM_ID}&device_type={DEVICE_TYPE}&device_name={MODEL_NAME}&os_version={DEVICE_OS_VERSION}&language={DEVICE_LANGUAGE}&user_agent={USER_AGENT}&os_name={DEVICE_OS_NAME}&ip_address={USER_IP}&s2s=1


AppsFlyer

Sample Click URL

This will be Play Store or App Store URL + Appsflyer parameters with Kayzen Macros.

Android:

https://play.google.com/store/apps/details?id=com.myapp&clickid={CONVERSION_ID}&advertising_id={DEVICE_PLATFORM_ID}

iOS:

https://apps.apple.com/ca/app/candy-crush-saga/id758940393&clickid={CONVERSION_ID}&advertising_id={DEVICE_PLATFORM_ID}

Sample S2S URL

This is similar to non s2s click URL but with additional parameters:

  • af_lang={DEVICE_LANGUAGE}

  • af_ua={USER_AGENT}

  • af_ip={USER_IP}

  • redirect=false

Fields marked in bold below are mandatory.


Android:
https://app.appsflyer.com/com.myapp?clickid={CONVERSION_ID}&advertising_id={DEVICE_PLATFORM_ID}&c={CAMPAIGN_NAME}&pid=dataliftretargeting_int&af_click_lookback=7d&af_siteid={APP_BUNDLE}&af_c_id={CAMPAIGN_ID}&af_ad_id={CREATIVE_ID}&af_ad={CREATIVE_NAME}&af_channel={EXCHANGE_NAME}&af_ad_type={CREATIVE_TYPE}&af_lang={DEVICE_LANGUAGE}&af_ua={USER_AGENT}&af_ip={USER_IP}&redirect=false

iOS:

https://app.appsflyer.com/id1537594881&c={CAMPAIGN_NAME}&af_siteid={APP_BUNDLE}&pid=dataliftretargeting_int&af_click_lookback=7d&clickid={CONVERSION_ID}&idfa={DEVICE_PLATFORM_ID}&af_c_id={CAMPAIGN_ID}&af_ad_id={CREATIVE_ID}&af_ad={CREATIVE_NAME}&af_ad_type={CREATIVE_TYPE}&af_channel={EXCHANGE_NAME}&af_lang={DEVICE_LANGUAGE}&af_ua={USER_AGENT}&af_ip={USER_IP}&redirect=false


Branch

Sample Click URL

This will be Play Store or App Store URL + Branch parameters with Kayzen Macros.

Android:

https://play.google.com/store/apps/details?id=com.myapp&~click_id={CONVERSION_ID}&%24aaid={DEVICE_PLATFORM_ID}

iOS:

https://apps.apple.com/ca/app/my-app/id758940393&~click_id={CONVERSION_ID}&%24idfa={DEVICE_PLATFORM_ID}

Sample S2S URL

This is similar to non s2s click URL but with additional parameters:

  • %24aaid={DEVICE_PLATFORM_ID} (for Android)

  • %24idfa={DEVICE_PLATFORM_ID} (for iOS)

  • device_ip={USER_IP}

  • user_agent={USER_AGENT}

  • %24s2s=true

Fields marked in bold below are mandatory.

Note: Please use %24aaid or %24idfa according to the OS and not both in S2S setup.

Android:

https://ei3k.app.link/avoDH9ojYrb?%243p=a_kayzen&%24aaid={DEVICE_PLATFORM_ID}&~campaign={CAMPAIGN_NAME}&~channel={EXCHANGE_NAME}&~click_id={CONVERSION_ID}&~placement={APP_ID}&ad={CREATIVE_NAME}&device_ip={USER_IP}&user_agent={USER_AGENT}&%24s2s=true

iOS:

https://ei3k.app.link/avoDH9ojYrb?%243p=a_kayzen&%24idfa={DEVICE_PLATFORM_ID}&~campaign={CAMPAIGN_NAME}&~channel={EXCHANGE_NAME}&~click_id={CONVERSION_ID}&~placement={APP_ID}&ad={CREATIVE_NAME}&device_ip={USER_IP}&user_agent={USER_AGENT}&%24s2s=true


JustTrack

Sample Click URL

This will be play store or app store URL + JustTrack parameters with Kayzen Macros.

Android:

https://play.google.com/store/apps/details?id=com.myapp&clickId={CONVERSION_ID}&mobileId={DEVICE_PLATFORM_ID}&referrerId={CONVERSION_ID}

iOS:

https://apps.apple.com/ca/app/my-app/id758940393&clickId={CONVERSION_ID}&mobileId={DEVICE_PLATFORM_ID}

Sample S2S URL

This is similar to non s2s click URL but with additional parameters:

  • mobileId={DEVICE_PLATFORM_ID}

  • s2s=true

  • redirect=false

  • referrerId={CONVERSION_ID} (for Android)

Fields marked in bold below are mandatory.

Android:

https://tracking.justtrack.io/click?appBundleId=<advertiser_app_bundle>&network=225_kayzen&sourceCampaignId={CAMPAIGN_ID}&sourceCampaignName={CAMPAIGN_NAME}&platform={DEVICE_OS_NAME}&clickId={CONVERSION_ID}&sourceId={APP_ID}&sourceName={APP_NAME_ALPHANUM}&sourceBundleId={APP_BUNDLE}&sourcePublisher={PUBLISHER_ID}&exchangeId={EXCHANGE_ID}&exchangeName={EXCHANGE_NAME}&creativeName={CREATIVE_NAME}&creativeId={CREATIVE_ID}&mobileId={DEVICE_PLATFORM_ID}&ip={USER_IP}&deviceModel={MODEL_NAME}&country={COUNTRY_CODE}&userAgent={USER_AGENT}&osVersion={DEVICE_OS_VERSION}&deviceType={DEVICE_TYPE}&s2s=true&redirect=false&referrerId={CONVERSION_ID}

iOS:

https://tracking.justtrack.io/click?appBundleId=<advertiser_app_bundle>&network=225_kayzen&sourceCampaignId={CAMPAIGN_ID}&sourceCampaignName={CAMPAIGN_NAME}&platform={DEVICE_OS_NAME}&clickId={CONVERSION_ID}&sourceId={APP_ID}&sourceName={APP_NAME_ALPHANUM}&sourceBundleId={APP_BUNDLE}&sourcePublisher={PUBLISHER_ID}&exchangeId={EXCHANGE_ID}&exchangeName={EXCHANGE_NAME}&creativeName={CREATIVE_NAME}&creativeId={CREATIVE_ID}&mobileId={DEVICE_PLATFORM_ID}&ip={USER_IP}&deviceModel={MODEL_NAME}&country={COUNTRY_CODE}&userAgent={USER_AGENT}&osVersion={DEVICE_OS_VERSION}&deviceType={DEVICE_TYPE}&s2s=true&redirect=false


Kochava

Sample Click URL

This will be Play Store or App Store URL + Kochava parameters with Kayzen Macros.

Android:

https://play.google.com/store/apps/details?id=com.myapp&click_id={CONVERSION_ID}&device_id={DEVICE_PLATFORM_ID}

iOS:

https://apps.apple.com/ca/app/my-app/id758940393&click_id={CONVERSION_ID}&device_id={DEVICE_PLATFORM_ID}

Sample S2S URL

This is similar to non s2s click URL but with additional parameters:

  • device_id={DEVICE_PLATFORM_ID}

  • ip_address={USER_IP}

  • device_ua={USER_AGENT}

  • pbr=1

Optional fields:

utm_source={CONVERSION_ID}

Specific to Android, if you want to match on referrer, you’ll need to add the parameter utm_source to your click URLs and S2S URLs,

Android:

https://control.kochava.com/v1/cpi/click?campaign_id=sample&network_id=5105&app_name={APP_NAME}&click_id={CONVERSION_ID}&ip_address={USER_IP}&country_code={COUNTRY_CODE}&creative_id={CREATIVE_ID}&creative_name={CREATIVE_NAME}&device_id={DEVICE_PLATFORM_ID}&device_id_type=adid&device_model={MODEL_NAME}&device_vendor={MANUFACTURER_NAME}&exchange_name={EXCHANGE_NAME}&partner_campaign_id={CAMPAIGN_ID}&partner_campaign_name={CAMPAIGN_NAME}&site_id={APP_ID}&ad_platform={AD_PLATFORM}&device_ua={USER_AGENT}&device_os_version={DEVICE_OS_VERSION}&device_carrier={CARRIER_NAME}&exchange_id={EXCHANGE_ID}&user_zip={ZIP_CODE}&user_lat={GPS_LAT}&user_lon={GPS_LON}&pbr=1

iOS:

https://control.kochava.com/v1/cpi/click?campaign_id=sample&network_id=5104&app_name={APP_NAME}&click_id={CONVERSION_ID}&ip_address={USER_IP}&country_code={COUNTRY_CODE}&creative_id={CREATIVE_ID}&creative_name={CREATIVE_NAME}&device_id={DEVICE_PLATFORM_ID}&device_id_type=idfa&device_vendor={MANUFACTURER_NAME}&device_model={MODEL_NAME}&exchange_name={EXCHANGE_NAME}&partner_campaign_id={CAMPAIGN_ID}&partner_campaign_name={CAMPAIGN_NAME}&site_id={APP_ID}&skad_campaign_id={SKAN_CAMPAIGN_ID}&skad_mapping=partner_campaign_name&att={ATT_BOOLEAN}&att_detail={ATTS}&ad_platform={AD_PLATFORM}&device_ua={USER_AGENT}&device_os_version={DEVICE_OS_VERSION}&device_carrier={CARRIER_NAME}&exchange_id={EXCHANGE_ID}&user_zip={ZIP_CODE}&user_lat={GPS_LAT}&user_lon={GPS_LON}&pbr=1


Singular

Sample Click URL

This will be Play Store or App Store URL + Singular parameters with Kayzen Macros.

Android:

https://play.google.com/store/apps/details?id=com.myapp&cl={CONVERSION_ID}&aifa={DEVICE_PLATFORM_ID}

iOS:

https://apps.apple.com/ca/app/my-app/id758940393&cl={CONVERSION_ID}&idfa={DEVICE_PLATFORM_ID}

Sample S2S URL

This is similar to non s2s click URL but with additional parameters:

  • ip={USER_IP}

  • ve={DEVICE_OS_VERSION}

  • redirect=false

Fields marked in bold are mandatory.

Android:

https://general.sng.link/Dnazr/8n3f?aifa={DEVICE_PLATFORM_ID}&s={APP_ID}&paffn={EXCHANGE_NAME}&ps={APP_NAME}&psn={APP_NAME}&ve={DEVICE_OS_VERSION}&cl={CONVERSION_ID}&ip={USER_IP}&pcrn={CREATIVE_NAME}&pcid={CAMPAIGN_ID}&pc={CAMPAIGN_NAME}&pscid={ORDER_ID}&pcn={CAMPAIGN_NAME}&pnetworkn={EXCHANGE_NAME}&pcrid={CREATIVE_ID}&paffid={EXCHANGE_ID}&psid={APP_BUNDLE}&cr={CREATIVE_NAME}&pshid={APP_ID}&redirect=false

iOS:

https://general.sng.link/Dnazr/8n3f?idfa={DEVICE_PLATFORM_ID}&s={APP_ID}&paffn={EXCHANGE_NAME}&ps={APP_NAME}&psn={APP_NAME}&ve={DEVICE_OS_VERSION}&cl={CONVERSION_ID}&ip={USER_IP}&pcrn={CREATIVE_NAME}&pcid={CAMPAIGN_ID}&pc={CAMPAIGN_NAME}&pscid={ORDER_ID}&pcn={CAMPAIGN_NAME}&pnetworkn={EXCHANGE_NAME}&pcrid={CREATIVE_ID}&paffid={EXCHANGE_ID}&psid={APP_BUNDLE}&cr={CREATIVE_NAME}&pshid={APP_ID}&redirect=false

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