ExplorAds RSoC environment supports several variations of S2S (server-to-server) integrations. In all these integrations, our applications will automatically publish some event data to the customer’s API or Traffic Source Platforms (Facebook, Google Ads, etc).
Important: the same S2S mechanisms run from several ExplorAds environments (RSOC, Gamob, Taboola, and others), and not all event types described in this document are available in every environment. Please ask your account manager which postbacks are available for your specific integration.
Frontend events and their Facebook event type mapping: - article_pl → ViewContent - article_st_loaded → ViewContent - article_clickout → Lead - serp_pl → Search - serp_st_loaded → Search - serp_clickout → Lead
Sent from: Article page (article.layout.html)
Event types: article_pl, article_st_loaded, article_clickout
Parameters: - page_url - URL-encoded current page URL - ref - URL-encoded referrer URL (or “none”) - pl_id - Unique page load event ID (UUID) - landing_pl_id - Landing page load ID (from sessionStorage) - cs - Session ID (from URL param or generated UUID) - mon - Channel number from URL parameter - tspid - Traffic source platform ID - page_type - Always "article" - event_type - One of: "article_pl", "article_st_loaded", "article_clickout" - event_id - Same as pl_id (UUID) - style_id - Style identifier (default: 7146518121) - fbc - Facebook click ID from cookie (or empty string) - fbp - Facebook browser ID from cookie (or empty string) - All UTM parameters from URL (e.g., utm_campaign, utm_source, fbclid, gclid, etc.)
Sent from: SERP page (serp.layout.html)
Event types: serp_pl, serp_st_loaded, serp_clickout
Parameters: - page_url - URL-encoded current page URL - ref - URL-encoded referrer URL (or “none”) - pl_id - Unique page load event ID (UUID) - landing_pl_id - Landing page load ID (from sessionStorage) - cs - Session ID (from URL param or generated UUID) - mon - Channel number from URL parameter or UTM params - channel - Dynamic channel (async fetched) - tspid - Traffic source platform ID - page_type - Always "serp" - event_type - One of: "serp_pl", "serp_st_loaded", "serp_clickout" - event_id - Same as pl_id (UUID), or new UUID for serp_clickout - external_id - Same as cs (session ID) - style_id - Style identifier (default: 7146518121) - fbc - Facebook click ID from cookie (or empty string) - fbp - Facebook browser ID from cookie (or empty string) - All UTM parameters from URL
Backend events sent to Facebook: - article_pl → Facebook: ViewContent - serp_pl → Facebook: Search - serp_clickout → Facebook: Lead - adsense_adclick → Facebook: Lead - conversion → Facebook: Purchase - conversion_static → Facebook: Purchase
Parameters sent to Facebook: - event_name - One of: "ViewContent", "Search", "Lead" - event_time - Unix timestamp (seconds) - event_source_url - Extracted from page_url, page_path, headers.origin, or headers.referrer - action_source - Always "website" - event_id - From frontend event - user_data: - client_ip_address - User IP address - client_user_agent - Browser user agent - fbc - Facebook click ID (from cookie or generated from fbclid) - fbp - Facebook browser ID (from cookie or generated from fbc) - external_id - Session ID (cs) - country - Hashed country (from CloudFront header) - ct - Hashed city (from CloudFront header) - custom_data - Not included for these events
Note: For serp_pl, serp_clickout, and adsense_adclick, if fbc/fbclid is missing, backend attempts to fetch from parent article_pl event in DynamoDB.
Event types: conversion → Purchase, conversion_static → Purchase
Parameters sent to Facebook: - Same structure as base events but: - event_name - Always "Purchase" - custom_data: - value - Commission amount (float) - currency - Currency code (default: "eur") - event_time - Import time timestamp (for conversions)
serp_clickout and conversion S2S events represent similar user actions, but conversion will always be lower in count and delayed, because it shows only the events that you receive AdSense commission for.
Sum of the money value of the conversion S2S events will usually be higher than the commission you receive from the API in both reports. Google AdSense updates/deletes the conversions from low quality traffic, but we do not report these cancellations in S2S.
Frontend events (article_pl, serp_pl, serp_clickout) are sent directly from the browser to our event tracking API. Backend S2S events are processed server-side and sent to external platforms (Facebook, custom endpoints, etc.).
The backend enriches events with additional data (IP address, user agent, hashed location data) that is not available in frontend events for privacy reasons.
This is a generic mechanism that can support sending events to your HTTPS endpoint. We support only HTTPS protocol, unencrypted HTTP is scheduled for deprecation. HTTPS S2S Postback supports both GET and POST methods. In order to enable the postback you have to specify a list of:
Event Type : Method : URL of your API with macros{clid} - will take the first one of from your landing URL: [‘clid’, ‘fbclid’, ‘gclid’, ‘ttclid’, ‘sclid’, ‘ScCid’]{wbraid}, {gbraid} - Google Enhanced Conversions{mon} - your dedicated channel number{commission} - money value (only for conversions){created_at} - timestamp of event you are reporting (for conversions this is import time){clickout_timestamp} - only for conversions{user-agent} - Browser user agent{country} - User country{utm_campaign} - Can be used for conversions with money value approximation{utm_content} - Should be used only for events without money value (serp_pl, serp_clickout){utm_medium} - Should be used only for events without money value.{q} - Should be used only for events without money value (serp_pl, serp_clickout) to add query from serp_pl/serp_clickout event{landing_q} - Should be used only for events without money value (serp_pl, serp_clickout) to add query from article_pl pageExample of a good URL: https://api.your-site.com/callback-purchase?yourId={clid}&query={q}&campaign={utm_campaign}&value={commission}
Keys of the attributes should be the ones supported by your API of course.
We support automatic reporting to your Facebook account Events Manager. In order to enable, your should provide: - Facebook Pixel ID - API key with relevant permissions to push events - Event types to report
Also the fbclid must be configured in your tracking URL.
Automatic mapping of event types:
article_pl -> ViewContent
serp_pl -> Search
serp_clickout -> Lead
adsense_adclick -> Lead
conversion -> Purchase
conversion_static -> PurchaseWe can also configure custom mapping of event types per TSPID if required.
Keep in mind that if enabled the first three event types will be reported both from the front-end (using Meta Pixel) and our backend via Facebook Graph API. The front-end events will fire only in the countries/regions with no privacy law restrictions like GDPR and CCPA. Facebook is supposed to deduplicate these events automatically by their unique fbclid, fbc, fbp identifiers.