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Getting Started with Dynamic Creative

Before getting started, talk to your account manager to see if this will work for you.

Note: Customers using the AdRoll for Shopify app can now launch dynamic product ads on Facebook through the AdRoll Dash


What is Dynamic Creative?

Dynamic Creative enables 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 an advertiser’s website (for example, time on site or abandoned items in the shopping cart), dynamic creative ads can feature previously-viewed, recommended, or top products.


What are the advantages of Dynamic Creative?

  • Effective, engaging and scalable: dynamic creatives see up to 2.5x increase in CTR and CPA’s up to 50% lower when compared to static retargeting.
  • Easy integration: All that needs to be done is to provide our team with the product feed, and add our Product ID javascript to the product pages on your site.
  • Beautiful, on-brand ads: AdRoll creative experts can design non-templatized, customized ads that will both reflect your brand and drive performance.


How should I format my images?

  • Facebook ad specs depend on which type of ad campaign you are running.
    • For ads that direct customers to your website, images must be 600x315.
  • For web ads, images in the feed should be at least 200x300 pixels.
    • We will create ad sets in the sizes of 300x250, 160x600, 728x90 and 300x600.


Best Practices

  • For web ads, consistent image sizes for all products will look best. Our designers can typically work with varying sizes, but it helps if they are all sized similarly.
  • 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 (static & dynamic) should be less than 50 characters.
  • For Facebook ads, specifically:
    • It is important that images are 600x315. If sized otherwise, images will have a white padding to fill the space.

We recommend using horizontal images to best take advantage of the ad format and to boost performance. If your images are only vertical, we recommend stitching multiple vertical images together to create a horizontally-friendly image. 


Four steps to getting started with Dynamic Creative

1. Place your AdRoll Pixel across your site.

2. Prepare your product feed.

3. Add our Product ID javascript code within the AdRoll Pixel to your product pages.

4. Set Up Product Actions.


1. Place your AdRoll Pixel across your site.

When you open an account, a unique AdRoll Pixel is generated for you. Your pixel connects your AdRoll dashboard to your website and must be activated across every page of your website. It allows you to record visitor activity and pass back the product IDs that identify the different items on your website.

Click here to learn how to activate your AdRoll Pixel.


2. Prepare your product feed.

A product feed is a file containing information about all of the products on your website. Product feeds, can also be known as an inventory listing, product listing, product database, Google Listing, PLA listing, or Merchant Center listing. Dynamic creative leverages 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. The following 3rd party feeds are compatible with our system:

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

AdRoll Feed Requirements

We've summarized some key points below. Click here to read through product feed guidelines in detail. 

Feed formats

TXT, CSV, and XML formats are all accepted.

Feed hosting 

You can host your feed via a single URL link.

Alternatively, AdRoll can host the feed on our servers. Your account manager can send sFTP credentials upon request.

Required fields in the feed

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

Optional, additional fields

  • Price
  • Sale price
  • Short descriptions


3. Add our Product ID javascript code within the AdRoll Pixel to your product pages.

In order for us to match the products a customer has viewed on the site to the product in the feed, we need to use a unique identifier as the PRODUCT ID. This is done through the javascript snippet below. You will add this to your AdRoll Pixel right below the opening <script type="text/javascript"> line. 

adroll_custom_data = {"product_id":"PRODUCT ID"};

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


4. Set Up Product Actions.

Product Actions allows the use of custom pixel events to control what products are displayed, or not displayed, based on an action. A common example is only displaying products that a user added to the shopping cart and excluding products that were already purchased.

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

  • “AddToCart”
  • “Purchased”

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

1. Set it as a variable on the appropriate page:

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

2. 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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