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Taboola

Taboola S2S (server-to-server) conversion tracking – How To Set Up

Send Purchases and other conversions attributed by Able to Taboola S2S API.

Contents

Send purchases, leads and other conversions to Taboola S2S API

Able CDP integration with Taboola’s server-to-server (S2S) API ensures accurate attribution of conversions from Taboola’s native advertising campaigns, even for offline or cross-device events that browser-based tracking can’t capture.

With Able CDP’s S2S integration, conversion data flows directly to Taboola, enhancing campaign reporting and optimization. Key advantages include:

  • Precise Attribution: Track offline conversions (e.g., sales closed in CRMs or processed via Stripe) and multi-device journeys, ensuring Taboola credits the right campaigns.

  • Better ROI Insights: Measure true return on ad spend (RoAS) by connecting ad clicks to actual business outcomes, optimizing budget decisions.

  • Enhanced Optimization: Provide Taboola’s algorithms with reliable, first-party data to improve ad targeting and performance.

Ideal for e-commerce, lead generation, and any campaign leveraging Taboola’s content discovery platform, this setup maximizes the value of your native advertising efforts.

Create an event-based conversion rule in Taboola

  1. Open Realize, and select the account (top, right) that you will use to track this conversion.

  2. In the sidebar (left), select Tracking.

  3. Click on + CREATE (far right) and select Conversion. For some accounts, this button is labelled + New Conversion.

  4. Type in a Conversion Name of your choice - e.g. App install. This is a descriptive name for your convenience. It is not used for matching purposes.

  5. For Conversion Type, select EVENT

  6. (Optional) If relevant, fill in a Fixed Value. If the event returns a dynamic value, leave this field blank.

  7. Scroll through the list of categories provided and select the relevant Category - e.g. App Install.

  8. Enter the Event Name. Important! In order for the Taboola S2S Integration work, you should spell the Event Name identically to the event name conversion used in Able CDP (such as 'Purchase'). If the naming convention is not identical, Taboola will not receive the event.

  9. (Optional) If desired, edit the following fields:

    1. Click Through Conversion Window
    2. View Through Conversion Window

  10. (Optional) If relevant, clear the Include in total conversions checkbox. Always include the most important conversions, so that the Taboola algorithm will optimize towards them.

  11. (Optional) If relevant, clear the Include in total value checkbox.

  12. (Optional) If desired, edit the following fields:

    1. Audience Properties
    2. Aggregation Type

  13. Skip the Event Code section.

  14. Review your chosen settings, and click on Create (bottom, right).

Enable sending of the events to Taboola

In Able Dashboard, press "Add Service Integration" and select "Taboola".

References

  1. Manual S2S Integration, Taboola, accessed 30 July 2025
  2. How to Track Conversions Using Server-to-Server Integration (S2S), Taboola, accessed 30 July 2025
This page has been written by the Able CDP Customer Success Team, formed of digital marketing practitioners and seasoned marketing data experts.
If you have any questions or suggestions, please contact us using the contact form.