To be able to track conversion on your website, you must have at least one active campaign in your advertiser account. You can find out more on Advertiser FAQ.

Measure Your Performance!

Use AdUp Technology Conversion Tracking to find out which of your campaigns and keywords are most efficient and increase your ROI. You can also track which actions follow after a user clicked on an ad, such as buying a product or subscribing to a newsletter. 

How It Works

All you have to do is create a conversion code and integrate the <img> tag on your webpage where the conversion is generated (e.g. the booking confirmation page).​

As soon as a user gets to your website by clicking on a creative, a temporary cookie is stored, which is then used to evaluate or rather track the conversion.

Create A Conversion Code

Step1 1

Log in here with your log in data in our advertiser frontend.

Step 2

Click the 'Tools' tab and select 'Conversion Tracking'.

Step 3

Now create a new conversion code using the 'Create Conversion Code' button.

Step 4

Enter a name and define the type (used only for internal classification):​

  • Request

  • Registration

  • Page View

  • Sale

  • Other


Step 5 (optional)

Specify a value for the conversion (this and other values can also be transferred dynamically subsequently when the conversion tag is called using URL-Parameters).


After you have clicked on the 'Save' button, the 'Conversion Tracking' page should update automatically and the new conversion code should be available in the list.


Adding Conversion Pixel To Your Website


Embed a <img> tag with the corresponding URL parameters in the <body> area of your website where the conversion should be tracked (e.g. on the booking confirmation page).

You can easily track different conversions by creating multiple conversion codes and embedding them where the different types of conversion occur.

The integration code of your conversion tracking can be viewed under 'Tools' > 'Conversion Tracking' in the advertiser frontend. Simply select the option 'Integration code' in the column 'Actions' of the desired conversion code.

Required Parameter





Your unique conversion code

  • max. 255 characters

  • UTF-8- & URL-encoded

Optional Parameter





Unit price

  • Max. 2 decimal places

  • Dot as separator for decimal places

  • No grouping of the thousand position 

  • Max. 99999.99



  • Max. 2 decimal places

  • Dot as separator for decimal places

  • No grouping of the thousand position 

  • Max. 99999.99


Total value of your conversion

  • Max. 2 decimal places

  • Dot as separator for decimal places

  • No grouping of the thousand position 

  • Max. 99999.99


Item number

  • max. 25 characters

  • UTF-8- & URL-encoded


Order ID

  • max. 25 characters

    UTF-8- & URL-encoded


Description of the Conversion

  • max. 255 characters

  • UTF-8- & URL-encoded

Server-to-Server Conversion Tracking (Postback)

In addition to conversion tracking via a pixel, there is now an alternative, server-to-server conversion tracking, which can be installed on the advertiser's side.

With Server-To-Server Conversion Tracking (also known as: Server2Server-, S2S-Tracking, Postback Conversion Tracking) the pixel is no longer called from the user's browser, but the advertiser's server calls the conversion tag (the "pixel").

Since more and more browsers cause problems with 3rd party cookies, postback conversion tracking is a good alternative to pixel tracking.


  • Cookies are not required


  • Conversions can be tracked more reliably because pixels are not suppressed by the browser

  • Only in case of an actual conversion the request is transmitted to AdUp


  • Downloads from the iOS AppStore or Google Play Store, as well as in-app events can be tracked


  • Expense for the advertiser during implementation

  • View conversions cannot be measured

  • More difficult to test

Requirements & Integration

The installation of server-to-server tracking is somewhat more complicated, as technical adjustments have to be made. This form of tracking is therefore only recommended for experienced users.


The following steps are necessary for use:


  • The advertiser must provide a tracking server that stores the transaction_id in case of clicks and recalls it in case of conversion

  • The transaction_id must be passed via the final URL. For this there is a placeholder "{transaction_id}", which can be used for the suffix of the final click url in the URL options of the advertiser account. The parameter can be named as you like (for example t_id={transaction_id}). It must only be able to be processed by the Advertiser




  • Advertiser-ID: 1234

  • Conversion-Code: ABCDEF


  • Advertiser-ID: 1234

  • Conversion-Code: ABCDEF

  • Description: Order

  • Order ID: abc123

  • Item number: def456

  • Unit Price: 15,50 €

  • Quantity: 3

  • Total value: 46,50 €


Test Conversion

Step 1

Log in here with your log in data in our advertiser frontend.

Step 2

Click the 'Tools' tab and select 'Conversion Tracking'.


Schritt 3

In the column 'actions' select 'create trial conversion'.

Step 4 (optional)

Add a comment for the test conversion.

Step 5

Click on the button 'Create test conversion'.


Step 6

Now open, in a new browser tab, the website on which your conversion code was integrated (e.g. your order confirmation page).



Then refresh the page 'Conversion-Tracking' in the advertiser frontend or call it again via the menu: 'Tools' > 'Conversion-Tracking'. A new test conversion should be visible now in the 'Test Conversions' column of the corresponding conversion code.


AdUp Technology


+49 (0) 40 350 1698-199

Interested or any questions? Contact us!

© 2019 Axel Springer Teaser Ad GmbH