Knowledge Base

What types of pixels does LiveIntent use?

Conversion Pixels


LiveIntent uses a Conversion Pixel to track conversions completed by users on a particular website. This helps conversion-based campaigns optimize towards the action. Conversion pixels provide data for our prediction engine, which in turn, helps us better optimize campaigns. Being able to leverage more conversion data allows our engine to make smarter decisions about where to serve the ad.

LiveIntent uses a Retargeting Conversion Pixel to track conversions in LiveVisitor campaigns. It helps LiveVisitor campaigns (or, Retargeting Campaigns) optimize towards the action by feeding the data it gathers into our prediction engine to better optimize the campaign.

What's an example of an image-based URL? 

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A server-to-server (S2S) pixel is similar to other conversion pixels, but is not cookie dependent. Instead, a unique ID is passed in the click URL, and the ID is then passed back in the pixel URL.

This ID is used to map the conversion back to the user who clicked and record a conversion. For instructions on how to implement server-to-server pixels, view this article.

What's an example of a server-to-server URL? 

The server-to-server pixel remains the same regardless of product or client. The
identifying factor in the pixel URL is the ID passed back.

The post back URL is always:{ ID passed in URL }

idExample ID:


Retargeting Pixels

LiveIntent uses the LiveVisitor pixel to build an audience for the advertiser by generating a cookie pool from users who have visited their site. This pixel is placed on multiple web pages of a site where they want to build an audience of visitors to target in email within the LiveIntent platform.

The more pages the pixel is placed on, the bigger the audience!

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