> For the complete documentation index, see [llms.txt](https://addressable.gitbook.io/knowledge-base/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://addressable.gitbook.io/knowledge-base/event-tracking/addressable-event-api/event-api-attribution/attribution-without-the-addressable-pixel.md).

# Attribution Without the Addressable Pixel

### What If You Can't Install the Addressable Pixel?

This guide outlines how to achieve attribution and campaign optimization without using the Addressable pixel.

### Goal

To enable campaign performance tracking and wallet intelligence **without** installing the Addressable pixel, customers can leverage **server-to-server (S2S) event reporting**. This method allows Addressable to:

* Attribute users to campaigns
* Optimize performance based on funnel events
* Maximize Return on Ad Spend (ROAS)

### Requirements for S2S Attribution

To ensure accurate tracking and attribution, the customer should:

1. **Use a persistent unique user identifier**\
   Ensure each user has a unique ID that persists for at least 30 days. This allows Addressable to correlate multiple events to the same user.
2. **Report funnel events via the S2S API**\
   Events may include: `page_view` (or site visit), `button_click` , `sign_up` , `wallet_connect` , `conversion`
3. **Include tracking parameters in each event**\
   Send the following metadata alongside each event: `user_id` , URL parameters (e.g., UTMs, `ViewID`)
4. **Include revenue-related parameters**\
   For ROAS calculation and deduplication: `amount` , `transaction_hash` , `tokens_transferred` or `currency_exchanged` 

***

### Attribution Overview

Attribution is divided into two categories: **post-click** and **post-view**.

**Post-Click Attribution**

Triggered when a user clicks an ad.

* UTM parameters such as `utm_campaign`, `utm_source`, `utm_medium`, `utm_content`, and `clickID` are generated.
* These parameters should be captured in the page URL and reported back to Addressable via the S2S API on the `page_view` event.

**Post-View Attribution**

Triggered when a user views (but does not click) an ad.

* The ad sends UTM parameters along with a unique `ViewID`.
* When the user later engages with the website, the event should include both: 
  * The `user_id`
  * The original `ViewID`

This enables Addressable to match the ad view to the user and attribute the action accordingly.

***

####


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