Getting Started with Ad Campaigns

AdRoll makes it easy for you to launch campaigns, place your ads where they’ll make the most impact, personalize your customer experience, and take action from your AdRoll insights.

How AdRoll Enables Growth

Consolidated marketing

Advertise on multiple channels all  from a single platform.

Seamless integrations

Streamline your workflow through Connect AdRoll.

Advanced ad technology

Our platform leverages 34 million+ signals and makes about 2.5 million predictions per second.

Wide reach

Reach customers across sites, social media, and devices, with access to our 1,000+ private marketplace deals and 500+ ad exchanges (including Facebook and Google).

Campaign measurement

Our attribution dashboard gives insight into your ad impact, campaign trends, and more.

Clear and shareable reports

Create, schedule, and download custom reports to view your progress and share results with collaborators.

Before You Start

There are a few things you should know and do to ensure you’re set up for success.

    1. Read our Ad Guidelines

      Our Ad Content Guidelines ensure that you comply with our ad network partners. Here’s an overview of ad content to avoid:

      Ex.png Adult content

      Ex.png Alcohol

      Ex.png Body images

      Ex.png Other companies' branding

      Ex.png Content intended to shock

      Ex.png Misleading content

      Ex.png Overly distracting images

      Ex.png Messaging that implies knowledge of an individual's personal circumstances

      Ex.png Violence and weapons

    2. Connect Your ecommerce Platform

      We provide a streamlined setup if you connect through your supported ecommerce platform. We’ll make it easier to get started and unlock features such as dynamic ads.

    3. Place the AdRoll Pixel

      Your AdRoll Pixel is a JavaScript code snippet that connects your site to AdRoll. It's easy to place and won't affect your site's load time. Check out this video for more information

      Here's how to activate your AdRoll Pixel if you're not connecting through an ecommerce platform:

      1. Go to your Website Audience Tab > AdRoll PixelView Pixel.
      2. Copy your unique Pixel ID.
      3. Paste the code snippet in your site HTML, directly before the end </body> tag, or in the global footer.

      The AdRoll Pixel is the bridge between our hundreds of advertising partners and advertisers. You may see additional network requests from inventory partners. These partners expand your access to ad inventory to help connect you to the right person at the right time.

    4. Connect with Our Support Team

      Need additional support? Reach out to our Customer Support Platform Specialists available 24/7 at, 24/5 (Monday-Friday, 24 hours a day) on LiveChat. If you don't see the LiveChat widget, you can reach our team via email.

Getting Started Checklist

When you first sign up for your AdRoll account, we'll walk you through setting up your first campaign. Use this checklist to follow along.

Getting to Know Your Business

The more we know about your business and goals, the better we can help you.

  1. Connect Google Analytics

    Google Analytics collects basic data from your website. By connecting your account to AdRoll, we’ll quickly be able to better understand your audience and automatically design a campaign plan based on this information.

    We'll have read-only access to your website data, which allows us to learn from your site traffic, recommend optimizations, and evaluate how you measure success. Read-only data is data that can be viewed, but not modified or deleted.

    Don’t have a Google Analytics account? Over time, we’ll make recommendations based on what we learn from your website traffic and campaigns.

  2. Track Your Conversions

    To understand the impact of your ads, let us know what you want your visitors to do when they come to your site. For example, this can be completing a purchase, signing up for a newsletter, downloading a piece of content, or submitting a form.

Create a Campaign

  1. Choose a Campaign Plan

    Your target audience isn’t on just one digital channel – your ads shouldn’t be either. We recommend serving ads across social and general web so that you can always be top-of-mind—no matter where your audience is.

    Based on your site traffic, we’ll recommend a plan for you that you can modify if needed. You can select or deselect channels based on your preferences and integrations.

    If you haven’t connected Google Analytics, you’ll see our general recommendations for success.

  2. Set Your Budget

    You'll need to set an average daily budget for your campaign. This is how much on average you want to spend on ad impressions each day. Your spend is how much of your budget we actually spend. We require a minimum daily budget of $10.

    When you set your average, we’ll aim to spend as close to your set budget as possible. There may be certain days that have better opportunities than others to get you better results. On those days, we may spend up to 20% over your daily budget, but will never exceed your weekly budget.

    The following factors influence spend:

    • Your target audience size
    • Variety of ad sizes
    • Bid amount for ad space

    Check out our budget tips and recommendations.

  3. Set Your Campaign Schedule

    We recommend that your campaigns run continuously, with No End Date. This allows for you to serve ads 24/7. We require each campaign to run for a minimum of 5 days.

    To set specific times to run ads throughout the day, learn more about dayparting.

    Generally, ads will be reviewed by our policy team within 24-48 hours. In certain cases, ads may take longer to be approved if a more comprehensive review is required. Learn more about our review process.

  4. Define Success

    We automatically optimize for maximum conversions at the lowest cost. You can either leave these default settings, or you can define your specific metric of success.

    Your campaign goal could be to maximize total conversions, clicks, or impressions. Alternatively, you can set a target cost-per-acquisition (CPA), cost-per-click (CPC), or cost-per-1,000-impressions (CPM).

    For more information, check out these articles:

  5. Connect Facebook and Instagram Accounts

    To give you access to audiences on social, you’ll need to connect your business’s Facebook and Instagram accounts:

  6. Choose Ads

    When creating your first campaign, you can create new ads, upload ads, and request a free set of ads from us. Learn more about different ad types and options:

  7. Billing and Payment Methods

    You’ll be charged weekly for ad spend over the previous week. We will not go outside your weekly budget, but your daily spend will vary. Before launching your campaign, we’ll place a temporary authorization hold on your account to ensure you have sufficient funds. Here are some billing and payment resources:

  8. Before You Launch

    • To deliver ads in Europe, you'll need to comply with various privacy laws. This means showing an approved consent banner to all site visitors in the EU if your company is based outside of the EU, and to all site visitors if your company is based in the EU. Learn more about cookie consent tools.
    • Make sure your AdRoll pixel is active 

After You Launch

General Policy Compliance

To ensure you’re in compliance with our ad network partners, check out the articles below. We’ll also notify you if we have any concerns as we review your site:

We’ll send you an email once your campaign has been approved or if it requires modifications.

What to Expect When You Launch

It takes our technology about 4 weeks to begin to understand the behavior of target audiences on your website and across the web.

Within these four weeks, we’ll learn:

  • About your site visitor behavior.
  • Which ads work the best across marketing channels.
  • How to apply these insights to target high-intent audiences.


To schedule a report:

  1. Navigate to your Campaign Reports tab.
  2. Choose the report you want.
  3. Click ActionsSchedule

You can schedule reports based on frequency, as well as share these reports with other stakeholders. Learn more about Reports.

Your attribution dashboard helps you learn more about how your converters behave and interact with your site. There are three key sections of your attribution dashboard:

  • The Total Converters section of your attribution dashboard shows how your converters behave on your site.
  • The Cross-Channel section allows you to see which channels are the main drivers of your customer journey.
  • The AdRoll section highlights the key takeaways and granular paths to conversion for your AdRoll attributed and touched conversions.
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