In the field of digital marketing, many practitioners have their own specific resources, such as budgets or traffic. Generally speaking, the promotion tasks of advertisers usually require the cooperation of multiple agencies and channels to reach end users.

When a user clicks on an advertisement on a terminal device, they pass through the tracking and redirection of the systems of various channels and agencies in the promotion chain in turn before finally reaching the page of the advertiser.

If the entire process is completed within two or three seconds, the user experience is still acceptable. However, if there is a system in the middle that does not respond in time, users will be lost and advertising expenses will be wasted.

To prevent this situation, users can be directly sent to the merchant page. Each system notifies the act of users clicking through server reporting in the background. This scheme is known as Server Click.

The Server Click scheme allows users to reach the merchant directly with a single click. There is less click loss and greater effectiveness. The back-end of each system in the promotion chain can report click data and also record this user behavior. However, a new problem has emerged. The reported data may not conform to the country/region targeting rules (GEO Targeting) of advertisements.

The advertising system identifies the national administrative division of the requester according to the requested IP address. For server-reported data, the request is issued by the server rather than from the user’s device. As a result, the IP address obtained by the advertising system is that of the server. The location parsed based on this is not the user’s location. Either it does not comply with the GEO Targeting rules or it is judged as invalid traffic.

LeadsADN is a SaaS platform that serves the performance advertising industry. It has a function specifically designed to solve the above problem, which is called S2S Traffic.

In the header of an HTTP request, X-Forwarded-For and Remote Address record the IP sequence of network nodes that the data packet passes through during transmission. After the S2S Traffic function is enabled, when the LeadsADN server parses the request IP, it ignores the reserved IP segments in the intranet. It gives priority to using request headers such as X-Forwarded-For and X-Real-IP instead of Remote Address. In this way, the user’s IP can be obtained, so that the user’s country and region can be correctly parsed and thus match the GEO Targeting rules.

When actions such as users downloading applications or purchasing goods take place, these actions will be sent from the advertiser system and the attribution system (MMP) in the form of postbacks. Each system in the promotion chain will record this action and then conduct settlement.

The LeadsADN platform has both Server Click and S2S Traffic functions. Server Click is used for sending server-reported data, while the S2S Traffic function is used for receiving server-reported data.

The combination of these two functions can perfectly fit the scenario of server reporting and improve the promotion effect.