Server-to-server integration of tracking events

A method comprising:

• receiving, from a first computing device of a content provider, provider data generated by a third-party tracking service that is different than the content provider;
• storing association data that associates the provider data with one or more content items provided by the content provider;
• after storing the association data, receiving, from a second computing device that is different than the first computing device, a first message that includes a first identifier and that indicates an event with respect to a content item of the one or more content items;
• in response to receiving the first message, determining whether to report the event to the third-party tracking service;
• in response to determining to report the event:
• determining a second identifier based on the first identifier;
• based on the association data and the content item, retrieving the provider data that is associated with the content item;
• transmitting, over a network, to the third-party tracking service, the second identifier and the provider data;
• after storing the association data, receiving, from a third computing device that is different than the first computing device, a second message that indicates a second event;
• determining to not report the second event to the third-party tracking service;
• wherein the method is performed by one or more computing devices.