Before you start
- These features are only available to our paid subscribers. You can check out your plan options here.
Make smarter, data-driven budget decisions by seeing your entire marketing picture in one place. AdRoll's Cross-Channel Attribution Dashboard provides a single, unified view of all your marketing activities.
To get started, simply connect your advertising accounts from all major platforms, including Facebook, Instagram, TikTok, Pinterest, Google Ads, Snapchat, Amazon Ads, Microsoft Ads, LinkedIn Ads, and X Ads (formerly Twitter). Once integrated, you can analyze performance from your ads, email, SMS, and e-commerce store side-by-side. Identify which channels and campaigns drive the most conversions and revenue, and confidently allocate your budget for maximum impact.
Who can access
Access to Cross-Channel Attribution is available for the following AdRoll packages.
| Your AdRoll Plan | Cross-Channel Attribution |
|---|---|
Ads Only |
Not Included. Requires purchase of the Cross-Channel Attribution add-on |
| Advanced | Already included in your plan. |
| Agency | Already included in your plan. |
| MAP (Legacy) | Already included in your plan. |
| Starter (Legacy) | Not available to purchase. This plan includes access to Legacy Facebook/Instagram Campaigns only. |
| Growth (Legacy) | Not available to purchase. This plan includes access to Legacy Facebook/Instagram Campaigns only. |
Step 1: Integrate Your Platforms
Using integrations in Cross-Channel Reporting & Attribution is straightforward. Follow these steps to get connected:
- Click the Integrations button in the bottom-left corner of your dashboard.
Cross-Channel Attribution
- Click the card for the ad account you'd like to connect, then click Connect.
- A pop-up will prompt you to log into your social business manager or ads manager account using your admin credentials.
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To use a connected channel in the Cross-Channel Attribution dashboard, activate the integration by turning on the Show data toggle. The counter will update, and this integration will count toward the total number of integrations available in your package.
Once you connect successfully, your campaigns will be automatically added to AdRoll, where you can view your imported social campaigns alongside your AdRoll campaigns.
Step 2: Set Up UTM Tracking
- Connect AdRoll to your site by installing the AdRoll Pixel.
- Create a conversion segment.
- Add UTMs to your landing page URLs. You can use our UTM Link Builder to generate them.
Step 3: Navigate the Cross-Channel Attribution Dashboard
The Cross-Channel Dashboard is built to be discoverable, helpful, and easy to use. Here's how to get the most out of it.
Gain a holistic view with UTM-tracked and platform-reported data in one place:
- Using UTMs (Urchin Tracking Modules), AdRoll identifies and deduplicates conversion and revenue numbers from each individual channel. Data captured by our onsite pixel is combined with UTM-tagged marketing channels in a single unified reporting dashboard.
- Dozens of metrics — spend, conversions, revenue, CTR, impressions, and more — are imported hourly from your integrated ads, email, and SMS platforms.
Explore insights and understand the performance of your marketing mix on the fly with Insights. Insights highlight key campaign performance at a glance for the KPIs that matter most — spend, conversions, revenue, and ROAS — so you can keep a pulse on what's working before drilling down into channel and campaign data. Click the Insights button to dive deeper, identify optimization opportunities, and view the full picture of your performance.
Un-silo your marketing stack and review spend, performance, and conversion data. Three tabs break down each channel's influence on conversion: Attributed, Assisted, and Pathways.
Attributed
The Attributed tab shows the conversions and revenue credited to each channel and campaign based on the attribution model selected at the top of the dashboard.
Tip: You can customize this table to fit your needs.
Assisted
The Assisted tab paints a more holistic picture of each channel's influence. It surfaces conversions (and the associated revenue) from converters that a channel served ads to but didn't receive credit for under your selected attribution model.
Pathways
The Pathways tab tells the fuller story of each channel's conversion influence by displaying ad interactions from the same channels leading up to a conversion. You'll see shared conversion paths, vital for understanding which channels work best together and which channels drive additional conversions even when they don't receive the final attribution credit.
Compare data to the previous date range to uncover new trends. Check the Compare filter and the system will automatically compare the current date range to the previous one (e.g. current 30 days vs. previous 30 days, or current 90 days vs. previous 90 days). Metric deltas make it easy to identify increases or decreases in your key metrics over time, by channel and campaign — so you can see what's happening across your entire marketing stack at a glance.
Drill down to the campaign level to review the performance of each individual campaign within each channel. Use this data to determine what's working and what isn't within a given channel, and optimize accordingly.
Tip: Want to make a change to your Recipes or campaigns after reviewing the data? You can access, resume, or pause AdRoll, Facebook, TikTok, and Pinterest campaigns directly from the dashboard.
Slice and dice your performance data to focus on what matters to you. Review the filters and adjust them as needed to manipulate the data using your preferred conversion segment, attribution model, channel, and time range.
AdRoll Connected TV in Cross-Channel Attribution
- AdRoll Connected TV (CTV) now appears as one of the platforms within Cross-Channel Attribution, separate from AdRoll Web. You'll see CTV's attributed and assisted conversions, and can view it as a labeled touchpoint in Pathways to understand how it contributes alongside your other channels.
- Currently available for AdRoll customers in the US, Canada, and Australia.
Create trackable links to copy and paste into your campaigns with our UTM Builder. Don't see one of your channels in the dashboard? Use the AdRoll UTM Link Builder to start getting that data flowing in. Click the Create UTM button in the top-right of the dashboard to launch the UTM Builder assistant.
With these data sources in place, you're ready to start digging into the insights across every tracked channel in your marketing stack.
Key Considerations
- AdRoll will only bill for web spend (campaigns launched on AdRoll). All social spend is billed directly by the respective channels.
- You can only select an ad account that uses the same currency as your AdRoll account (e.g. if your AdRoll account uses USD, you can only select USD ad accounts). If your Facebook ad account uses EUR and your AdRoll account uses USD, the integration will not be possible due to currency differences.
- Initial campaign data takes 24 hours to import. After that, data is updated hourly.
- Imported social campaigns carry one year of historical data into the AdRoll dashboard, and we only import campaigns that have spent in the past year. All ads and audiences imported with social campaigns live in our ads library and can be reused in any other campaign for that channel.