Before you start
- The Social Ads elements on Recipes are available to paid subscribers only. You can check out your plan options here.
- Non subscribers can still launch, manage and measure web ad only Recipes.
AdRoll Recipes are easy to launch multi-channel advertising templates that are set in motion by a specific trigger based on AdRoll best practices. They make it easy to launch full funnel campaigns on Display, Native, Video, and Social with automated advertising sequences across Web, Facebook, Instagram, Pinterest, and TikTok. Learn more about connecting your social channels here.
How it works
We've combined a recommended list of ingredients to help you achieve your desired marketing goal. For example, the Re-engage Browse Abandoners recipe includes display web and social ads across Facebook, Instagram, Pinterest, and TikTok targeting the same audience to optimize towards the same goal of re-engaging browse abandoners.
Channels supported by Recipe
Recipes allow you to advertise on multiple social channels. The channels available vary by recipe:
| Recipe Name | Advertising Tactic | Channels Available |
|---|---|---|
| Attract New Visitors (Brand Awareness) | Lookalike Targeting | Web, Facebook, Instagram |
| Contextual Targeting | Web only | |
| Re-engage Browse Abandoners | Retargeting | Web, Facebook, Instagram, Pinterest, TikTok |
| Convert Cart Abandoners | Retargeting | Web, Facebook, Instagram, Pinterest, TikTok |
| Target Klaviyo Audiences with Ads | CRM List Targeting | Web, Facebook, Instagram, Pinterest |
| Post purchase Thank you | Retargeting | Web, Facebook, Instagram, Pinterest, TikTok |
| Win Back | Retargeting | Web, Facebook, Instagram, Pinterest, TikTok |
Who can Access
All AdRoll customers have access to Recipes for Web display channel, however access to Social Ads within Recipes depends on your AdRoll plan.
| Your AdRoll Plan | Recipes |
|---|---|
| Ads Only |
No add-on: All recipes available for Web Channel only. Social Ads add-on: All Recipes available for Web & Social channels. |
| Advanced | Recipes available for Web and Social ads. |
| Agency | Recipes available for Web and Social ads. |
| MAP (Legacy) | Recipes available for Web and Social ads. |
| Starter (Legacy) | Not available. |
| Growth (Legacy) | Not available. |
To find your current package, log in to AdRoll and navigate to Settings > Billing & Subscriptions > Plan & Usage.
Recipe Spend and Billing
When running Recipes you will be billed as follows:
- Web Channel: All costs associated to recipe web spend will be billed directly by AdRoll.
- Social Channels: All costs associated to any social channel spend will be processed and billed through their social platform directly.
View Recipes in your Social Ad Accounts
- Recipes are managed directly in AdRoll for Web and Social channels while you can see the social channel campaign and audience directly in your social ad accounts.
- All social campaigns launched within a Recipe will use our AdRoll audiences. In the social channels, this will look like a CRM audience. Please do not remove this audience from your Social platform as it is important to the recipe.
- Campaigns will show up in your Social Channels as “Recipe Name - Date - Channel”.
- Edits made in the Social Channels directly will be applied to these campaigns.
Create a Recipe
- Log in to AdRoll and navigate to Campaigns > Recipes.
- Click Create.
Select one of the recipes you want to follow and Get Started to follow the prompts:
- Choose your channels: Select the channels you’d like to run ads on. You must connect your Social Ad Account in order to run Facebook, Instagram, Pinterest, and TikTok. Learn more about connecting your social channels here.
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Add your ad creative: Within each channel, choose or upload the ads you would like to run. For social, you are able to use ads that have been imported or you can use ads you’ve created in our Ads Library.
- For Web channel we support all add types including Dynamic ads.
- Ensure your product feed is parsed correctly to access Dynamic ads. If parsing fails, the dropdown in the Recipe edit page while choosing the ads will display "0" dynamic ads, regardless of their status in the Ad Library. Learn more about Product Feed Status Definitions.
- For Social channels we do not support Dynamic ads.
- For Web channel we support all add types including Dynamic ads.
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Select your Location Targeting: Within each channel card, verify your location targeting.
- Web and Facebook default to “All Locations”.
- TikTok and Pinterest require country selection manually.
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Set your budget: Enter the daily budget you would like to spend.
- By default, we will split the budget evenly across all selected channels.
- If you would like to manually set your budgets, deselect “Split evenly across channels” and you can set a daily budget per channel.
Recipe Templates
Brand Awareness campaigns focus on driving potential prospects for your business to your website by finding people outside of your network and introduce them to your brand.
The Trigger and Exit criteria for this recipe are automatic and cannot be edited. A user is added to this recipe if they haven't visited your site and exit this recipe once they have visited one page on your website.
The Attract New Visitors Recipe uses two different targeting methods:
| Targeting Method | Description | Channels available | Other Filters |
|---|---|---|---|
| Lookalike Targeting | Keep your top of funnel healthy by finding and engaging new potential customers. Let us do the work of identifying people who behave like those who already interact with your brand. |
Web Facebook* Instagram* |
User Location |
| Contextual Targeting | Showcase your brand alongside content that matters the most to your ideal customer. Simply select from a curated list of content categories for Web that are relevant to your brand or target market. | Web only |
User Location |
Follow these steps to launch an Attract New Visitors recipe:
- Before you start you must connect your website to AdRoll, this enables us to track your website visitors. Learn how.
- Log in to AdRoll and navigate to Campaigns > Recipes on the left side navigation.
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Choose the template called Attract New Visitors and click Get Started.
- Name your recipe and click Create.
- Your Trigger and Exit Criteria are predefined and cannot be edited: users will be targeted by this recipe as long as they have never visited your website, and will be removed from the campaigns once they view one page on your site.
- Right below there trigger there are two default brand awareness campaigns: Contextual and Lookalike.
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Click on the Set Up button or the ellipsis within each campaign and follow the prompts.
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For the Contextual sub-campaign select:
- Contextual Targeting Categories
- Location
- Creative Ads
- Budget
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For the Lookalike sub-campaign select:
- Location
- Creative Ads
- Budget
This recipe creates multi-channel retargeting campaigns targeting the same audience to bring back visitors who bounced from your site by serving them ads on the web, Facebook, Instagram, Pinterest, and TikTok.
The Trigger criteria for this recipe is automatic and cannot be edited. A user is added to this recipe if they visit one page on your website where the Pixel is placed. The Exit Criteria to determine when a user should stop receiving ads from this can be customized to a specific action, for example, a purchase is completed, a product is added to the card, or a specific page is viewed.
The Re-engage Browse Abandoners uses our retargeting tactic:
| Targeting Method | Description | Channels available | Other Filters |
|---|---|---|---|
| Retargeting | Bring back visitors to your website that have already visited your site. |
Web Facebook* Instagram* Pinterest* TikTok* |
User Location How long to show ads to users if they don't meet the exit criteria |
To launch a Re-engage Browse Abandoners recipe:
- Before you start you must connect your website to AdRoll, this enables us to track your website visitors. Learn how.
- Login to AdRoll and navigate to Campaigns > Recipes on the left side navigation.
- Choose the template called Re-Engage Browse Abandoners and click Get Started.
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Name your recipe and click Create.
- Your Trigger Event cannot be customized and a user will enter this recipe when it has visited your website.
- Next, click Set Up Event, to configure your exit criteria when a user should stop receiving ads from this recipe.
- Enter the pages that should make your visitor stop receiving ads from this recipe, for example a purchase confirmation thank you page.
- You can add multiple pages to your Exit Criteria logic, for example, if you want to also exclude customers that have added a product to their cart.
- Under Exit Criteria, if you connected your website to AdRoll using one of our Ecommerce integrations like Shopify you will have the option to select these audiences automatically.
- Save & Close when you are done defining your Exit Criteria.
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Back on the Recipe editor click Set Up Ad Campaign or the ellipsis to edit your creative ads, channels and budget.
- Adjust for how many days do you want visitors who enter this trigger to see your ads unless they meet the exit criteria. You can select between 1 and 120 days.
- Next, select your location, creative ads and budget and Save and Close.
Drive visitors with products in their carts back to your website and over the finish line to complete a purchase. When a customer walks away from an item in their cart, this recipe launches display and social ads reminding them of the product they just abandoned.
The Trigger and Exist Criteria for this recipe are customizable. A user is added to this recipe if they land on their cart of they add an item to it. The Exit Criteria to determine when a user should stop receiving ads from this can be customized to a specific action, for example, a purchase is completed.
The Convert Cart Abandoners uses our retargeting tactic:
| Targeting Method | Description | Channels available | Other Filters |
|---|---|---|---|
| Retargeting | Bring back visitors to their cart after they have added an item to their cart. |
Web Facebook* Instagram* Pinterest* TikTok* |
User Location How long to show ads to users if they don't meet the exit criteria |
Convert Cart Abandoners Recipe pre-requirements:
- Website Connected to AdRoll: enables us to track your website visitors. Learn how.
- Cart Abandonment Audience defined: allow us to identify visitors who abandon their carts and have not yet made a purchase
To launch a Convert Cart Abandoners recipe:
- Log in to AdRoll and navigate to Campaigns > Recipes on the left side navigation.
- Choose the template called Convert Cart Abandoners and click Get Started.
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Name your recipe and click Create.
- Next, click Set Up Events, to configure your Trigger Event and Exit Criteria when a user should stop receiving ads from this recipe.
- Under Trigger Event enter the page that indicates your customer has landed on their cart or added an item to their cart.
- Under Exit Criteria enter the pages that should make your visitor stop receiving ads from this recipe, for example a purchase confirmation thank you page.
- If you connected your website to AdRoll using one of our Ecommerce integrations like Shopify you will have the option to select these audiences automatically.
- Back on the Recipe editor click Set Up Ad Campaign or the ellipsis to edit your creative ads, channels and budget.
- Adjust for how many days do you want visitors who enter this trigger to see your ads unless they meet the exit criteria. You can select between 1 and 120 days.
- Next, select your audience location, creative ads, and budget. Click Save & Close.
Target your existing Klaviyo lists and segments to launch AdRoll ads across the web, Facebook, Instagram, and Pinterest. Set up multiple recipes targeting your Klaviyo lists with strategies like cart abandonment recovery, exclusive VIP offers, and personalized product recommendations.
The Target Klaviyo Audiences with Ads Recipe uses our contact targeting tactic:
| Targeting Method | Description | Channels available | Other Filters |
|---|---|---|---|
| Contact Targeting | Bring back visitors to your website who have already visited your site. |
Web Facebook* Instagram* Pinterest* |
User Location Klaviyo Audiences (CRM Lists) |
Klaviyo Recipe pre-requisites:
- Connect your website to AdRoll to track your website visitors
- Connect your Klaviyo account to AdRoll to import Klaviyo lists & segments
- Connect your social accounts to AdRoll
How to launch a Klaviyo Recipe in AdRoll:
- Log in to AdRoll and navigate to Campaigns > Recipes on the left side navigation.
- Choose the template called Target Klaviyo Audiences with Ads and click Get Started.
- Click Choose Audience under Targeted Audience to select your Trigger and Exit Criteria:
- Trigger Criteria is required: A visitor will enter this recipe when they are a member of the selected Klaviyo connected audiences.
- Exit Criteria is optional and depends on your recipe strategy: A visitor will stop receiving ads from this recipe when they are a member of the selected Klaviyo Audience. An example of when you would leverage exit criteria, would be to exclude a conversion audience to avoid showing ads to who have already completed a purchased.
- Click Save & Close.
- Back on the Recipe editor click Set Up Ad Campaign or the ellipsis to edit your creative ads, channels and budget.
- Adjust for how many days do you want visitors who enter this trigger to see your ads unless they meet the exit criteria. You can select between 1 and 120 days.
- Next select your audience location, creative ads, and budget. Click Save & Close.
Post-Purchase Thank You recipes help you build customer loyalty and encourage repeat business. This recipe allows you to automatically show a targeted ad to visitors immediately after they have completed a purchase on your website. You can use it to thank them, offer a special discount on their next order, or promote related products.
A visitor will enter this automation when they complete the event you specify, such as landing on your order confirmation page (e.g., a URL containing /thankyou). By default, visitors will see these ads for 30 days or until they meet an optional Exit Criteria that you can set.
The Post Purchase Thank You Recipe uses our retargeting tactic:
| Targeting Method | Description | Channels available | Other Filters |
|---|---|---|---|
| Retargeting | Bring back visitors to your website who completed the specified event. |
Web Facebook* Instagram* Pinterest* TikTok* |
User Location
|
Post Purchase Thank You Recipe pre-requisites:
- Connect your website to AdRoll to track your website visitors.
How to launch a Post Purchase Thank You Recipe in AdRoll:
- Log in to AdRoll and navigate to Campaigns > Recipes on the left side navigation.
- Choose the template called Post Purchase Thank You and click Get Started.
- Name your recipe and click Create.
- You'll now see the recipe builder for your "Post Purchase Thank You" campaign.
- First, you need to define what starts your campaign. In the Trigger Criteria box, click Set Up Event. This is where you will specify the condition that activates the recipe, such as a visitor landing on your order confirmation page.
- Next, you will set up your ad campaigns. In the Ads - Post Purchase Thank You box, click Set Up Ad Campaign. This will guide you through setting your campaign budget, selecting your ad channels, and designing the ad creative.
- After clicking Set Up Event, you are brought to the Trigger and Exit Criteria page. This is where you'll define exactly what action a visitor needs to take to enter your campaign.
- In the Trigger Event section, select the event that fires when a customer completes a purchase. This is typically an event associated with your order confirmation or "thank you" page.
- The Exit Criteria section is optional. You can use this to set a condition that would remove someone from the campaign.
- Click Save & Close in the top right corner to save your trigger.
- After clicking Set Up Ad Campaign, you are brought to a page for the selection of a channel to run ads.
- You are now on the main campaign setup page. Here you'll add your ad creative and set your daily budget.
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Add Your Ad Creative: In the Choose Ads section, you need to add the ads you want to show to customers who have just purchased from you. You have a few options:
- Click Create to build a new ad inside the platform.
- Click Upload to use your own ad images or videos.
- Click Choose to select from ads you've previously created.
- Or Request Free Ads if you haven’t done that in last 90 days.
- Set Your Budget: Scroll down to the Set Budget section. Enter your desired Daily Budget to control how much you spend per day.
- Save Your Campaign: Finally, ensure the Include in Recipe toggle at the top is active (blue), and then click Save & Close to finish setting up your ad campaign.
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Add Your Ad Creative: In the Choose Ads section, you need to add the ads you want to show to customers who have just purchased from you. You have a few options:
Win Back recipes are designed to re-engage past visitors and customers who have not been active on your website for a specific period. The goal is to bring these lapsed users back to your site to make another purchase by showing them targeted ads with a compelling offer or a reminder about your brand.
The Trigger for this recipe is based on user inactivity. You define the time window (e.g., 90 days) since a person's last visit. A user will automatically enter this campaign once they have been inactive for your specified duration. The primary Exit Criteria is when the user is successfully "won back"—that is, when they return to your website.
The Win Back Recipe uses our retargeting tactic:
| Targeting Method | Description | Channels available | Other Filters |
|---|---|---|---|
| Retargeting | Bring back visitors to your website who have not been active on your website for a specific period. |
Web Facebook* Instagram* Pinterest* TikTok* |
User Location
|
Win Back Recipe pre-requisites:
- Connect your website to AdRoll to track your website visitors.
How to launch a Win Back Recipe in AdRoll:
- Log in to AdRoll and navigate to Campaigns > Recipes on the left side navigation.
- Choose the template called Win Back and click Get Started.
- Name your recipe and click Create.
- You'll now see the recipe builder for your "Win Back" campaign.
- First, you need to define what starts your campaign. In the Trigger Criteria box, click Set Up Event. This is where you will specify the condition that activates the recipe, such as a visitor landing on your order confirmation page.
- Next, you will set up your ad campaigns. In the Ads - Post Purchase Thank You box, click Set Up Ad Campaign. This will guide you through setting your campaign budget, selecting your ad channels, and designing the ad creative.
- After clicking Set Up Event, you are brought to the Trigger and Exit Criteria page. This is where you'll define exactly what action a visitor needs to take to enter your campaign.
- In the Trigger Event section, select the event that fires when a customer completes a purchase. This is typically an event associated with your order confirmation or "thank you" page.
- The Exit Criteria section is optional. You can use this to set a condition that would remove someone from the campaign.
- Click Save & Close in the top right corner to save your trigger.
- After clicking Set Up Ad Campaign, you are brought to a page for the selection of a channel to run ads.
- You are now on the main campaign setup page. Here you'll add your ad creative and set your daily budget.
-
Add Your Ad Creative: In the Choose Ads section, you need to add the ads you want to show to customers who have just purchased from you. You have a few options:
- Click Create to build a new ad inside the platform.
- Click Upload to use your own ad images or videos.
- Click Choose to select from ads you've previously created.
- Or Request Free Ads if you haven’t done that in last 90 days.
- Set Your Budget: Scroll down to the Set Budget section. Enter your desired Daily Budget to control how much you spend per day.
- Save Your Campaign: Finally, ensure the Include in Recipe toggle at the top is active (blue), and then click Save & Close to finish setting up your ad campaign.
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Add Your Ad Creative: In the Choose Ads section, you need to add the ads you want to show to customers who have just purchased from you. You have a few options:
Recipe Performance Reports
Your recipes will be sorted by status, meaning the active campaigns will be top of the list followed by drafts, etc. On the right side of the tile, you can see the node icons of which channels are running.
Metrics available by Recipe type
Metrics available for the Re-engage Browse Abandoners Recipe are:
- Spend - Amount spent on ads
- Attributed Conversions - Goal completions that happen after someone clicks or views your ad
- Attributed Revenue - Total earnings attributed to your campaigns
- ROI - Return on Investment is the comparison of your budget invested to your revenue generated after someone clicks or views your ads
- CPA - Cost per Acquisition is your average spend per conversion
Metrics available for the Convert Cart Abandoners Recipe are:
- Spend - Amount spent on ads
- Carts Recovered - Conversions from abandoned carts that can be attributed to AdRoll
- Recovered Revenue - Total revenue from abandoned carts attributed to AdRoll ads
- ROI - Return on Investment is the comparison of your budget invested to your revenue generated after someone clicks or views your ads
- AOV - Average Order Value is your average revenue per attributed conversion
Metrics available for Attract New Visitors Recipe are:
- Budget - Your set budget. Actual daily spend may vary.
- Spend - Amount spent on ads
- Clicks - The number of times an ad was clicked
- New Visitors - Number of visitors who came to your site for the first time in the last 30 days after seeing an ad.
- Cost per New Visitor - Your average spend to bring a new visitor to your site.
- Return Visitors - Number of visitors who returned to your site in the last 30 days after seeing an ad.
- Engaged Visits - Number of daily unique visits from those who saw an ad in the past 30 days and viewed 2+ pages on your site within 30 minutes.
Looking Closer at Performance
Click the View Button to be taken to the automation studio to see all your ads performance for the recipe.
The Performance Tile will show the aggregate data for the Recipe across all channels, which matches what you see in the main tiles. You can then select metrics by channels and change the date ranges.
When selecting ads, you can see additional key metrics. If you want to go deeper, you can select More Details and you will be taken to the channel tabs.