In this guide
- Awin adds an
awcparameter to the landing page address. You must store it and send it with the order. - A server container can report the order to Awin from the server, with order reference, amount, currency and voucher code.
- Use the same order reference for a pixel and S2S so Awin deduplicates.
Awin is one of the largest affiliate networks, and many advertisers use its tracking through a browser tag and a first-party cookie. As browser limits grew, Awin added ways to report sales from the server, often called server-to-server or a conversion API. This page explains the pattern for a Tag Manager server container. Awin's endpoints, parameter names and options change, so use its current documentation for the exact request. See the general guide to affiliate conversion tracking.
The click reference
When a visitor arrives through an Awin link, the landing page address carries a click reference in the awc parameter. Awin's own scripts store it in a cookie. For server-side reporting you need that value at the time of the order, so save it: read the parameter on arrival and store it in a first-party cookie set by your tagging server, which lasts longer in Safari than a script cookie. With Open Tracked, Cookie Keeper (every plan) can restore the cookie for returning visitors, with consent.
Connected in minutes
Add your domain, install the pixel, connect your ad platforms and watch the first events land.
What to send with an order
| Data | Notes |
|---|---|
Click reference (awc) | The stored value from the visitor's arrival |
| Order reference | Your unique order ID |
| Amount | Order value as Awin's programme rules define, often net of tax and shipping |
| Currency | Three-letter code |
| Voucher code | If a code was used |
| Commission group | If your programme uses groups, such as new and returning customers |
| Test flag | Use test mode while you test |
Steps
Agree the set-up with Awin
Confirm your advertiser ID and the S2S or API method your programme supports.
Store awc on arrival
First-party cookie from your tagging subdomain.
Add awc and order fields to the purchase event
From the data layer, with the transaction_id and event_id.
Create the server-side tag or request
In the server container, to Awin's documented endpoint, on the purchase trigger.
Handle the pixel
Keep it while you test. Send the same order reference so Awin deduplicates, then decide whether to keep both.
Test with test mode
Place a test order and check Awin's interface for the test transaction.
Works with your stack
Grab a logo and throw it. These are the tools Open Tracked already talks to.
Refunds and changes
Report cancellations and partial refunds using the method Awin provides, so commissions are corrected. A sale that is reported once and never corrected will be paid in full. Keep the same order reference.
Common problems
awc value is missing.Runs on your domain, anywhere
Your tracking runs on your own domain, so a visit from any country is handled the same way.
Frequently asked questions
What is awc in Awin?
The click reference Awin adds to landing page addresses, used to tie a sale to a partner click.
How do I track Awin sales from the server?
Store awc on arrival and send it with the order reference, amount, currency and voucher from your server container, following Awin's documentation.
Do I still need the Awin pixel?
Many advertisers keep it while testing and share an order reference so Awin deduplicates.
How do I handle refunds?
Report cancellations with the same order reference using Awin's method.
Can Open Tracked host this?
Yes. The tagging server and power-ups such as Cookie Keeper are available on every plan.
Do I need spreadsheets to read my results?
No. Once tracking is live, the Open Tracked analytics shows spend, revenue, ROAS and profit, and you can ask Ari, the built-in AI assistant, questions about your own numbers in plain words. Ari's allowance depends on your analytics plan.
Is Open Tracked different from Open Track or Open Space Track?
No. Open Tracked is the official name of our server-side tracking platform, and the website is opentracked.io. Many people search for it as Open Track, OpenTrack or Open Space Track. All of them lead to the same product: server-side Google Tag Manager hosting, first-party analytics and a CRM pipeline.
Fix your tracking at the source
Open Tracked hosts your server-side Tag Manager, keeps first-party cookies alive and shows what each ad is really worth.
The Open Tracked team
We build Open Tracked: server-side tracking hosting, analytics and the tools around them, for stores that spend on ads. Questions about this guide, or an idea for the next one?
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