A Conversion Audience is a group of website visitors who have completed a valuable action on the advertiser's site or application. This action is a "conversion" because it signifies that the user has moved from a prospect to a customer or a highly engaged lead.
In essence, a conversion audience for is the group of people who have done exactly what the you wanted them to do, for example completing a purchase.
A conversion audience is primarily used to inform advertising strategies. The most common use case is to exclude this audience from general retargeting campaigns to avoid showing "buy now" ads to people who have already bought. By creating conversion audiences, you can optimize your advertising budget, improve the user experience, and focus your marketing efforts on the right people at the right time.
The specific actions that define your conversion should be focused on your consumer's purchasing journey and are typically tied to generating revenue or customer data:
- Revenue-Focused: For most B2C advertisers, the ultimate conversion is a purchase. Therefore, a conversion audience is often made up of people who have completed the checkout process.
- Action-Oriented: The audience is defined by a specific behavior, not just by visiting a page. This behavior demonstrates a high level of interest or a completed transaction.
- Customer-Centric: A conversion isn't always a sale. For B2B advertisers it can also be a valuable action that moves a user further down the funnel and provides the business with valuable data, for example submitting a form to request a demo with an email address.
B2C Conversion Examples:
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Completed a Purchase: The most common conversion, often measured by a visit to the "thank you" or "order confirmation" page after a sale.
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Signed up for an Account: Creating an account on an e-commerce site or app.
B2B Conversion Examples:
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Completed a Lead Form: Filling out a form to request a demo, a quote, or more information about a product.
- Subscribed to a Newsletter: Submitting an email address to receive marketing communications.
- Signed up for a Webinar: Submitting an email to join a webinar or online event.
Create a Conversion Audience manually
To create a conversion audience, simply follow the directions for the respective audience type and check the box that reads This is a conversion audience.
- Conversion audiences can be found under Audiences > Website Audiences, by using the filters.
- They are prefixed by the dollar sign ($) for easy identification.
Automatic Ecommerce Conversion Audiences
If you connected AdRoll to your website using one of our supported Ecommerce integrations we will automatically create a purchase conversion audience for you, for example $ Shopify Checkout.
Learn more about our supported Ecommerce integrations here.