Visitors to Unsegmented Pages
Upon installation of the AdRoll Pixel, all website traffic is automatically added to a default audience called Visitors to Unsegmented Pages. This audience serves as a comprehensive tracker for all website traffic until you begin to segment it with custom audiences.
As new Website Audiences are created, traffic captured by these newly defined audiences will be excluded from the Visitors to Unsegmented Pages audience. This means any traffic directed to pages you've specifically defined within a Website Audience will no longer be included in the default unsegmented audience.
Wildcards
The "Visitors to Unsegmented Pages" audience utilizes a URL pattern of * (an asterisk). This asterisk functions as a wildcard symbol on our platform, encompassing any combination of letters or characters (such as -, _, /, ?, #, etc.) within your URL. Therefore, it covers every URL across your entire website.
For more details on how wildcards are used, please refer to this article.
Start segmenting your site traffic
When you create new audiences, your "Visitors to Unsegmented Pages" audience will no longer include activity from pages captured by your new audiences. Instead, any traffic to those separately defined pages will be routed directly into their respective audiences.
It's important to avoid creating too many small audience segments, as this can negatively impact performance. Larger audiences allow for better optimization of who, where, and when we target your visitors, based on user intent signals.
If you are new to AdRoll, are unsure of your website's traffic volume, or don't yet have a campaign strategy, allow your "Visitors to Unsegmented Pages" to populate for a few days. This audience captures all website activity and will grow quickly.
Learn more about defining your audiences here.