How S2S Integration Drove +189% More Tracked Conversions

Success story: Admitad and GRAN

What is S2S Integration?

S2S (Server-to-Server) integration is a conversion-tracking method in which data is sent directly from the advertiser’s server to the platform’s server, without relying on the user’s browser.
This approach ensures far greater accuracy and reliability, even when users have cookie restrictions, tracking prevention, or ad blockers enabled.

As privacy regulations tighten and cookie-based tracking becomes less reliable, many advertisers face under-attribution, lost sales data, and lower campaign ROI. To address this, Admitad encourages brands to migrate to S2S, a more transparent, secure, and future-proof tracking solution.

The Challenge

Before implementing S2S, GRAN relied on browser-based tracking, which is increasingly vulnerable to:

• Ad blockers
• Cookie restrictions (Safari, Firefox, Chrome updates)
• Redirect failures
• Cross-device journeys
  

These limitations led to lost conversions, reduced visibility over real performance, and under-attribution for publishers, affecting campaign investment and scale.

It also impacted user experience: cashback, coupons, and rewards were not always validated correctly, resulting in more support tickets for both GRAN and partners such as Méliuz.

The Solution

To solve these issues, GRAN migrated to S2S tracking via GTM Server-Side, enabling:

• Direct conversion delivery from GRAN’s server to Admitad’s server
• Protection against cookie blocking and browser limitations
• Higher attribution accuracy for all channels
• Improved earning potential for publishers

This migration required coordinated work between GRAN’s IT and Marketing teams to ensure correct parameter mapping and validation — an investment that quickly proved its value.

Results (45 days before vs. 45 days after S2S migration)

• +126% Clicks
• +189% Actions (conversions tracked)
• +150% Conversion Rate
• +149% EPC (publisher earnings per click)

These results demonstrate a dramatic improvement in tracking accuracy and campaign performance.

“Admitad is a key partner in GRAN’s sales success. Over the past two years, we’ve built a strong and strategic relationship that has helped us scale performance and achieve high-impact results.”

Henrique Morelli

Marketplace & Affiliates Coordinator at GRAN

Benefits Observed

• Far more sales are tracked correctly
• Increased transparency across channels
• Strengthened relationships with strategic affiliates
• Reduction in customer support requests related to cashback/coupon validation

About GRAN

With 12 years in the market, GRAN is one of Brazil’s leading EdTech companies, offering one of the country’s most complete and recognized digital education platforms.
They have been running an active affiliate program with Admitad since 2023.

Gran.com