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⭐ Available on the following plans: Agency, Business
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For native advertisers on Taboola, accurate measurement is key to optimizing campaigns and driving performance. With the server-to-server (S2S) API, you can reliably track customer behavior without relying on browser-based tracking.
This approach helps you overcome common challenges such as ad blockers, cookie restrictions, and browser limitations—ensuring you always have the data you need to make smarter decisions.
💡 Server to Server (S2S) conversion tracking allows you to track conversions, without installing the Taboola Pixel.
Setup
Step 1: Set up Tracking Event
Go to your Taboola Ads Realize Manager and click on Tracking on the left.
If you want to use an existing conversion event, you can find its name in the events overview under Conditions. Only use the part after
Event:later. You can also find the Account ID on the top.
If you're creating a new conversion event, click on Account Tracking Setup on the top right and choose Server to Server.
Under the Campaign Setup, you can simply scroll down and click Create Conversion.
Here, you can insert your Conversion Name and select Event as your Conversion Type.
Under Conversion Properties, you have to select the event category, e.g. Lead and also insert a unique Event Name you later need in Heyflow's integrations settings. Optionally, you can also adjust other conversion settings.
Finally, click on Create Conversion.
Step 2: Connect your flow
In Heyflow, click on Connect to access your integrations.
Under Tracking select Taboola.
Insert your Account ID. You can find your Account ID under Tracking on the top or in the website's URL:
Insert your Event Name. This should match your Conversion Name in Taboola Realize dashboard.
Step 3: Set up Conversion Value & Currency (Optional)
Optionally, you can insert a Conversion Value, which is a static monetary value for your conversion event.
Also, you can optionally select the Currency for your conversion value from a list of all available currencies in Taboola.
Step 4: Set Live
Click on Connect and republish your flow. Congratulations, you've set up your Taboola integration in Heyflow!
Troubleshooting
I don't see any events
There may be several reasons for this:
Changes not published yet: First, make sure that your flow has been republished after you have made changes to the integration.