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Introduction to Dynamic Ads

Dynamic ads enable advertisers to easily re-engage their site visitors with beautiful, personalized ads across devices on the Web and Facebook. Based on site visitor’s demonstrated intent on your site, Dynamic ads can feature previously viewed, recommended, or top products.

Before getting started, talk to your Account Manager or our Customer Support team to see if dynamic ads can work for you.

Note: Customers using AdRoll with Shopify, WooCommerce, PrestaShop or Magento can set-up dynamic web and social ads directly within the AdRoll dashboard through the ad library. 

The benefits

  • Effective, engaging, and scalable: Dynamic ads see up to 2.5x increase in CTR and CPA’s up to 50% lower compared to static ads.
  • Easy integration: Just provide your product feed parameter to pass your product ID from your product pages (see below).
  • Beautiful, on-brand ads: AdRoll creative experts can design non-templatized, customized ads that will both reflect your brand and drive performance. Templatized ads are also available.

Format your images

Best practices

  • For web ads, use a consistent image size.
  • Eye-catching, high-quality photos with transparent backgrounds look best. Images with transparent backgrounds allow us to design the ad with more texture and imagery.
  • All copy should be less than 50 characters.
  • For Facebook ads:
    • Images must be 600x315 to avoid white padding to fill the space.

We recommend using horizontal images. If your images are only vertical, we recommend stitching multiple vertical images together to create a horizontally-friendly image. 


Place your AdRoll Pixel

Your pixel connects AdRoll to your website and must be activated across every page. This allows you to record visitor activity and pass back the product IDs that identify the different products on your website. Learn how to activate your AdRoll Pixel.

Note: If you use an e-commerce platform such as Shopify, PrestaShop, WooCommerce, or Magento 1.x, you can automatically integrate your store with AdRoll. Such integrations would automatically place your AdRoll Pixel, pass relevant parameters (like product ID), and generate a product feed – enabling dynamic ads within a few clicks.


Prepare your product feed

A product feed is a file containing information about all of the products on your website. Dynamic ads leverage content from your product feed file to be loaded when your ad is displayed.

If you already have a product feed we can most likely use it. Here are some 3rd party providers that produce feeds:

  • GoDataFeed
  • Mercent
  • Channel Advisor
  • Amazon
  • Shopify
  • Bing Shopping

AdRoll feed requirements

See detailed product feed guidelines

Feed formats


Feed hosting 

You can host the feed on your end and simply share a single URL to the feed.

Alternatively, you can host the feed on AdRoll servers. Your Account Manager or our Customer Support team can send sFTP credentials upon request.

Required fields in the feed

  • Product IDs
  • Titles
  • Image links
  • Landing page URLs

Sample optional fields

  • Price
  • Sale price
  • Short descriptions


Add our product ID javascript code

In order for us to match products someone views on your site to your product feed, we need to use a unique identifier as the PRODUCT ID. This is done through the javascript snippet below. Add this snippet right below your AdRoll Pixel on all product pages:

Make sure the PRODUCT ID you set in your pixel matches the identifier in your feed.


Enhanced setup: product actions

Product Actions allow the use of custom pixel events to control what products are displayed, or not displayed, based on an action.

Any action can be created as a Product Action. Two common ones are:

  • “AddToCart”
  • “Purchased”

Once you determine the product action that you want accompanying each product, select a Product Action passback method. There are two options for this:

Set it as a variable on the appropriate page:

adroll_custom_data= {"product_id":"foo","product_action":"AddToCart"};

Or on the event, call the following function:

__adroll.record_user({product_id: “foo”, product_action: "AddToCart"})

Multiple product ID’s can be passed back for a single action in an array.

Product action confirmation

To confirm data is being passed back correctly, open browser developer tools, click the network tab, and locate a call to You should see the data appended as parameters in the URL.

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