# Introduction

Online sale conversions can be tracked and reported to impact.com via a server-side API integration.

## How it works

* A visitor is redirected to your site from an impact.com partner tracking link, which appends a unique impact.com `im_ref` query string parameter to the landing page URL and populates with a unique value.
* The `im_ref` query string parameter value is captured by your site and stored in either a first-party cookie, or stored server-side. The effective lifetime of the cookie should match how long your contracts' referral window is set to — typically 30 days.
* When that visitor converts, a POST request is made to the [Conversions](https://integrations.impact.com/impact-brand/reference/conversions-model) endpoint, with a payload that includes the stored `ClickId` value for the visitor along with the associated conversion data.

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**Note:** This integration **requires a skilled web developer**.
{% endhint %}

## What to expect

This integration guide is simplified into two primary steps.

1. Complete the [Installation](https://integrations.impact.com/impact-brand/docs/api-integration-implementation) steps on your site — this involves developing and implementing a method to capture the `im_ref` value and make **server-side API calls** to the [Conversions](https://integrations.impact.com/impact-brand/docs/integrate-with-squarespace?isFramePreview=true) endpoint of the impact.com Brand API.
2. Complete an [End-to-End Test](https://integrations.impact.com/impact-brand/docs/api-end-to-end-testing) on your site — create a test partner account and complete a full test of following an impact.com tracking link, completing a test conversion, and verifying that the reported conversion data both appears in your account and is accurate.

Once the two main steps are completed, reach out to your Onboarding contact for a final *Tech Verification* from the impact.com team — we'll verify that everything looks good from our side.


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