Campaign
Which Pixels are available?
Author
Tom Wendt
30 Apr 2026
Get an overview of all AdUp tracking pixels and find out which pixel is suitable for conversion tracking, engagement measurement, retargeting or server-side tracking.
Overview
With AdUp tracking pixels, you can measure the success of your campaigns and optimise them in a targeted manner.
Depending on the use case, different pixels are available – from conversion measurement and engagement tracking to retargeting.
This page provides an overview of all available pixels and explains when you should use which tracking method.
Conversion Pixel
The conversion pixel measures whether users perform a desired action on your website after clicking an ad.
Typical conversions are:
Purchases
Contact enquiries
Registrations
Newsletter sign-ups
Downloads
The recorded conversions are assigned to your advertiser account and are available for evaluations and campaign optimisation.
The conversion pixel also forms the basis for automated bidding and campaign optimisations.
Ideal for:
Performance campaigns
Lead generation
E-commerce
Conversion optimisation
Engagement Pixel
The engagement pixel measures how intensively users interact with your website.
In contrast to the conversion pixel, this does not record completed conversions, but rather traffic quality signals.
These include, for example:
Page views
Time on site
Scroll depth
Other interactions on the website
The collected data is incorporated into your campaigns' engagement score and helps to optimise delivery.
Ideal for:
Content websites
Branding campaigns
Traffic quality assessment
Campaign optimisation
Retargeting Pixel
With the retargeting pixel, you can re-engage visitors to your website.
As soon as a user visits your website, they can be added to a retargeting audience. You can then run targeted campaigns to guide users back to your website.
Retargeting is particularly suitable for users who have:
viewed products
abandoned a shopping basket
started forms
visited content
but have not yet completed a conversion.
Ideal for:
Remarketing
Shopping basket abandoners
Existing customers
Lead nurturing
S2S Conversion Tracking (Postback)
As an alternative to the conversion pixel, you can also record conversions on the server side.
With Server-to-Server tracking (S2S), conversions are transmitted directly between your system and AdUp – completely without a browser pixel.
This method is particularly suitable when:
browser tracking is restricted
ad blockers are used
server-side tracking processes are preferred
highest data quality is required
Ideal for:
Shops
Apps
CRM systems
Server-side integrations
Which tracking is suitable for which use case?
Goal | Recommended Tracking |
|---|---|
Measure purchases and leads | Conversion Pixel |
Evaluate user interactions | Engagement Pixel |
Re-engage visitors | Retargeting Pixel |
Server-side tracking | S2S Conversion Tracking |
Best Practices
Combine the matching tracking
Many campaigns benefit from using multiple tracking methods simultaneously.
For example:
Conversion pixel for measuring success
Engagement pixel for quality assessment
Retargeting pixel for remarketing campaigns
Integrate tracking early
If possible, integrate tracking pixels before the campaign starts so that all relevant data is captured from the beginning.
Check tracking regularly
After implementation, check whether:
pixels are firing correctly
conversions are being recorded
engagement data is coming in
audiences are being built up
