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Cookieless Affiliate Tracking Guide (2025 Edition)

Learn how to track affiliate conversions without cookies using S2S postbacks and lightweight redirects. Privacy-compliant affiliate tracking.

The Shift to Cookieless Tracking

With increasing privacy regulations (GDPR, CCPA) and browser restrictions on third-party cookies, cookieless affiliate tracking has become essential. Server-to-server (S2S) postback tracking provides a reliable, privacy-compliant alternative to cookie-based tracking.

Cookieless tracking offers several advantages: better privacy compliance, works across browsers and devices, not blocked by ad blockers, and provides more accurate attribution.

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How Cookieless Tracking Works

  1. User clicks affiliate link on your site
  2. Your server records the click and generates a unique tracking ID
  3. User is redirected to the merchant with the tracking ID
  4. Merchant stores the tracking ID with the user's session
  5. When conversion occurs, merchant sends postback to your server
  6. Your server validates and records the conversion

Implementation Methods

Server-Side Redirects

Use serverless functions to handle redirects and track clicks. This method provides the best performance and reliability.

Postback URLs

Configure postback URLs with affiliate networks. When conversions occur, networks send postbacks to your server with conversion data.

HMAC Validation

Secure postbacks using HMAC signatures to prevent fraud and ensure data integrity. See our guide on Secure Postbacks with HMAC.

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Benefits of Cookieless Tracking

  • Privacy-compliant (GDPR, CCPA friendly)
  • Works across all browsers and devices
  • Not blocked by ad blockers or privacy tools
  • More accurate attribution
  • Better cross-device tracking
  • Future-proof as browsers restrict cookies

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FAQ

Is cookieless tracking as accurate as cookie-based tracking?

Yes, cookieless tracking can be more accurate because it's not blocked by browsers or privacy tools. Server-to-server tracking provides reliable attribution.

Do all affiliate networks support cookieless tracking?

Most major affiliate networks support server-to-server postback tracking. Check with your affiliate network for postback URL configuration options.