# impact.com Tracking Methods & Terminology Explained

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This article explains the various tracking methods available on impact.com, including pixel tracking, non-pixel tracking (API and FTP), and CPC tracking. Learn how each method works and how to implement them to track conversions and optimize your performance campaigns.

#### Pixel tracking

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Pixel tracking is the standard tracking method for impact.com Performance programs. A 1x1 transparent JavaScript image pixel is placed into the HTML body of your conversion page (sometimes referred to as the “Thank you page” or “Confirmation page”) and works in conjunction with impact.com's [Universal Tracking Tag](https://help.impact.com/brand/what-would-you-like-to-learn-about/platform-features/tracking/javascript-tag-tracking/tracking-with-universal-tracking-tag-utt) and Identify scripts. These scripts use a `trackConversion` function to notify impact.com when a conversion is recorded.

impact.com's pixel tracking sets cookies via JavaScript that may not be compliant with [Intelligent Tracking Prevention (ITP)](https://webkit.org/tracking-prevention-policy/) , meaning visitors using Safari can’t be tracked accurately. impact.com solves this inability to track by offering custom tracking environments with a unique tracking domain. See our [blog post](https://impact.com/partnerships/safaris-done-it-again-what-you-need-to-know-about-itp-2-2/) on this for more information.

#### Non-pixel tracking

Non-pixel tracking includes two methods: *API tracking* and *FTP tracking*:

|                  |                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          |
| ---------------- | ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- |
| **API tracking** | <p>API tracking (sometimes referred to as “cookie-less tracking” or “server-to-server tracking”) is a non-pixel tracking method that uses the impact.com API to report conversions. API tracking, is fully ITP compliant and becoming the standard and recommended tracking solution for Brands.</p><p>Using our API tracking solution, you’ll send an API call to impact.com with anonymized data about a visitor when they click a tracking link. When a visitor converts, you’ll send another API call to impact.com with anonymized data on the conversion page about the conversion, and impact.com will compare the conversion data with the tracking link click data to establish attribution.</p><p>impact.com uses a deterministic identity graph to traverse a large set of identifiers to ensure we’re finding every relevant match for that converted visitor’s journey.</p> |
| **FTP tracking** | <p>FTP tracking is another version of “server-to-server tracking” that uses an FTP server to either receive or push tracking data. As a brand, you’ll need to capture data about visitors on your website both before and after a conversion. Many brands will store this data in first-party cookies.</p><p>Then, you’ll create a .CSV file of all the conversions that occurred on your site and submit them to impact.com via FTP. impact.com will then compare <code>ClickID</code> and other data points to attribute credit to a partner and appear in reporting.</p>                                                                                                                                                                                                                                                                                                              |

#### CPC tracking

Cost per Click (CPC) tracking is the tracking method used for CPC programs. impact.com's latest version of CPC lets you create sophisticated payouts, like partner payouts that scale based on the web browser, geographical location, or type of device that performed the click. This allows you to structure your contract terms in a way where only very specific types of clicks are credited.

Setting up the click tracker (also known as the click event type) is similar to setting up other kinds of event types, but you won’t need to place a tracking code on your website. Contact your CSM for assistance in setting up a click event type, and refer to [Set Your Click Payout Rules with CPC V2](https://help.impact.com/brand/what-would-you-like-to-learn-about/platform-features/contracts-and-template-terms/template-terms/set-your-click-payout-rules-with-cpc-v2) for help setting up custom payout rules.

#### Other tracking methods

If you’re using Shopify to power your sales, impact.com offers a connector app that uses a modified version of our pixel tracking method to [integrate with Shopify](https://integrations.impact.com/impact-brand/docs/shopify). Depending on your setup and requirements, this integration can also use a unique tracking domain to remain compliant with ITP.

View-through attribution is no longer supported on impact.com, as this method of tracking proved unreliable and didn't meet modern privacy standards. impact.com now offers more accurate and privacy-compliant tracking methods to measure partner-driven conversions.
