Webgains Resilient Tracking Suite

Why you need the Resilient Tracking Suite

In today’s digital environment, affiliate tracking faces numerous challenges:

• Privacy regulations (e.g., GDPR, CCPA)

• Browser restrictions like Safari’s Intelligent Tracking Prevention (ITP)

• Ad blockers and anti-tracking technologies

• App-based consumer behaviour

These trends make single-method tracking not as reliable as it could be.

Webgains' Recommendation:

We recommend using a combination of all available tracking methods, Website Tracking, Server-to-Server (S2S) Tracking, and App Tracking, together as part of the Resilient Tracking Suite. This layered approach ensures maximum data accuracy, compliance, and performance.

What is the Resilient Tracking Suite?

The Webgains Resilient Tracking Suite combines three complementary tracking methods to ensure comprehensive coverage across all platforms and devices:

Each tracking method offers its own strengths, seamlessly complementing the others to create a reliable and resilient tracking system.

Tracking Methods Breakdown

1. Website Tracking (Pixel / Cookie-Based)

What It Is:

Website tracking uses JavaScript code placed on the advertiser’s website to capture user actions, such as clicks, leads, and purchases.

Advantages:

• Supports all publisher types, including content, cashback, voucher, and influencer sites.

• Enables Post-View & Parallel Tracking for comprehensive conversion attribution.

• Fast, easy implementation with minimal setup—fully managed by Webgains.

• Works across all devices, including desktop, tablet, and mobile.

Limitations:

• Impacted by Intelligent Tracking Prevention (ITP) and other browser privacy measures.

• Susceptible to ad blockers or disabled JavaScript.

• Tracking can break if users clear/remove cookies or use private browsing modes.

Strategic Role:

Website tracking is foundational and should be implemented as a starting point. However, it must be supported by more resilient methods (like S2S and App Tracking) to ensure accurate attribution in all cases.

2. Server-to-Server (S2S) / Conversion API Tracking

What It Is:

Server-to-server (S2S) tracking eliminates reliance on browser-based methods. Instead, clicks and conversions are sent directly from the advertiser’s server to Webgains through secure APIs, ensuring greater reliability.

Advantages:

• Immune to ITP, ad blockers, and other browser restrictions, making it more resilient than traditional methods.

• Preserves cookie duration and attribution windows even if users delete cookies or disable JavaScript.

• High data accuracy and security, with reduced risk of manipulation or data loss.

• Can be used in conjunction with Website tracking and App tracking

• Provides deeper insights, such as customer type, transaction ID, and custom values.

Limitations:

• Requires technical integration with the advertiser’s backend.

• Integration complexity may require ongoing support from the advertiser’s development team.*

* Integration complexity can be reduced by using server-side tag managers such as Google’s sGTM or third-party solutions such as Stape.io

Strategic Role:

S2S tracking is a critical layer of defence for accurate attribution. It should always be used alongside Website Tracking to ensure comprehensive and reliable conversion tracking, particularly in privacy-sensitive environments.

3. App Tracking (via Mobile Measurement Partners)

What It Is:

App tracking enables conversion tracking for affiliate-driven installs and in-app events via Mobile Measurement Partners (MMPs) such as Adjust, AppsFlyer, and Branch.

Advantages:

• Tracks user behaviour in mobile apps, capturing installs, purchases, signups, and other in-app events.

• Provides complete coverage of the user journey from web to app.

• Optimised for mobile-first user experiences and app-based conversions.

Limitations:

• Requires integration with an MMP and collaboration with their team for event tracking.

• Limited control for Webgains—tracking events are managed primarily by the MMP.

Strategic Role:

App tracking is essential for any brand with a mobile app. It completes the attribution picture for users who install and convert within mobile apps, ensuring full-funnel visibility from web to app.

Why Use All Three?

No single tracking method can guarantee complete, uninterrupted performance data across all channels and devices. The Webgains Resilient Tracking Suite is designed to ensure you capture every conversion, across every channel, without gaps in your data.

Benefits of Combining All Three Tracking Methods:

• Redundancy: If one method fails, the others ensure no data is lost.

• Complete visibility: Capture data across web, mobile, and in-app environments.

• Privacy compliance: Ensure tracking complies with current privacy laws and is adaptable to future regulations and browser updates.

• Improved data quality: More complete data leads to better campaign optimisation.

By combining Website Tracking, Server-to-Server Tracking, and App Tracking, you can ensure your affiliate program is resilient to changes in technology and regulation, while maximising data accuracy.

Getting Started with the Resilient Tracking Suite

1. Start with Website Tracking

Quick to set up and implement, website tracking should be the first step. Webgains will handle the technical setup and ensure it's properly integrated into your affiliate program.

2. Add Server-to-Server Integration

Next, work with your development team to integrate Server-to-Server (S2S) tracking via API. Webgains’ integration specialists will assist you in the setup and ensure smooth operation.

3. Enable App Tracking via MMPs

For advertisers with a mobile app, app tracking is essential. We’ll collaborate with your Mobile Measurement Partner (MMP) to integrate and ensure proper conversion tracking within your app.

What you gain with the Resilient Tracking Suite

• Full-funnel visibility across web and mobile environments

• Privacy-resilience through S2S tracking

• Ad blocker resistance, ensuring accurate conversion data

• Improved campaign performance through complete, high-quality data

By implementing the Webgains Resilient Tracking Suite, you will future-proof your affiliate program, enabling it to thrive in an increasingly complex and privacy-conscious landscape.