Quick Start Guide for Agencies

Your AdRoll Pixel is a JavaScript code snippet that connects your site to AdRoll. It's easy to place and won't affect your site's load time. Check out this video for more information.

If you’re connecting your AdRoll account to your ecommerce platform, your AdRoll Pixel will be placed automatically during the setup process so you can skip this step for now.

If you're not connecting through an ecommerce platform, follow the steps below to activate your AdRoll Pixel:

1. Go to your Website Audience Tab AdRoll Pixel View Pixel.
2. Copy your unique Pixel ID.
3. Paste the code snippet in your site HTML, directly before the end tag, or in the global footer.

The AdRoll Pixel is the bridge between our hundreds of advertising partners and advertisers. You may see additional network requests from inventory partners. These partners expand your access to ad inventory to help connect you to the right person at the right time.

Consumers frequently switch between devices when shopping online, making cross-device campaigns essential for reaching more prospects. In fact, 6 in 10 internet users start shopping on one device but continue or finish on a different one.

For ecommerce businesses of any size, reacting to this shift in consumer behavior and ensuring presence across all devices through multi-touch marketing is crucial.

Here’s how to enable cross-device tracking for your clients:

1. Go to settings in the AdRoll dashboard.
2. Click opt-ins under Data Collection.
3. Check the box for Cross-device and click save.

Our Ad Content Guidelines ensure that you comply with our ad network partners. Here’s an overview of ad content to avoid:

1. Adult content
2. Alcohol
3. Body images
4. Other companies' branding
5. Content intended to shock
6. Misleading content
7. Overly distracting images
8. Messaging that implies knowledge of an individual's personal circumstances
9. Violence and weapons

AdRoll leverages data from your client’s ecommerce store to personalize the marketing experience and turn casual browsers into loyal purchasers. We provide a streamlined setup if you connect through your client’s supported ecommerce platform.

Connect your ecommerce store to your AdRoll account in just a few clicks. Once connected, we’ll place our pixel across your site so we can create key audience segments, import your product feed for dynamic ads, and track revenue driven by AdRoll campaigns.

	Shopify
	PrestaShop
	BigCommerce
	Wix
	WooCommerce

To understand the impact of your ads, let us know what you want your visitors to do when they come to your site. For example, this can be completing a purchase, signing up for a newsletter, downloading a piece of content, or submitting a form. Check out this article for more information about how to create conversion audiences on AdRoll.

Choose a campaign plan

Your target audience isn’t on just one digital channel – your ads shouldn’t be either. We recommend serving ads across social and general web so that you can always be top-of-mind—no matter where your audience is.

Based on your site traffic, we’ll recommend a plan for you that you can modify if needed. You can select or deselect channels based on your preferences and integrations.

Define your audience

Audience strategies tend to vary between business-to-consumer (B2C) companies and can represent different stages of the purchase funnel. For an effective advertising campaign, it is important to differentiate your website users based on their intent and engagement. Use these best practices to display tailored ads to your visitors and grow revenue.

We create three recommended audience segments for you by default when you create an AdRoll account - All Visitors, Visitors to Unsegmented Pages , High Intent .

If your AdRoll account is connected with any of our supported Ecommerce Integrations , the major recommended audience segments as explained below will be created by default.

The following audience types represent different levels of the purchase funnel. Define these segments before you launch your campaign to target based on how visitors interact with your site.

1. Product-Based Audience

   Visitors who have gone to a specific product page belong in a product audience. Targeting a product-based audience lets you engage middle-of-the-funnel users who have shown some interest in products. This audience allows you to use unique ads, tailored to the product viewed.

2. Cart-Based Audience

   People who have visited your cart page are the high-intent audiences. This audience is essential to a B2C Retargeting campaign.

3. Conversion Audience

   Visitors who have made a purchase and reached a Thank You page belong in a conversion audience . This lets you target them for loyalty programs or exclude them from campaigns designed to convert first-time purchasers.

Set Your Budget

You'll need to set an average daily budget for your campaign. This is how much on average you want to spend on ad impressions each day. Your spend is how much of your budget we actually spend. We require a minimum daily budget of $10.

When you set your average, we’ll aim to spend as close to your set budget as possible. There may be certain days that have better opportunities than others to get you better results. On those days, we may spend up to 20% over your daily budget, but will never exceed your weekly budget.

The following factors influence spend:

• Your target audience size
• Variety of ad sizes
• Bid amount for ad space
• Check out our budget tips and recommendations.

Set Your Campaign Schedule

We recommend that your campaigns run continuously, with No End Date. This allows for you to serve ads 24/7. We require each campaign to run for a minimum of 5 days.

To set specific times to run ads throughout the day, learn more about dayparting .

Generally, ads will be reviewed by our policy team within 24-48 hours. In certain cases, ads may take longer to be approved if a more comprehensive review is required. Learn more about our review process.

Define Success

We automatically optimize for maximum conversions at the lowest cost. You can either leave these default settings, or you can define your specific metric of success.

Your campaign goal could be to maximize total conversions, clicks, or impressions. Alternatively, you can set a target cost-per-acquisition (CPA), cost-per-click (CPC), or cost-per-1,000-impressions (CPM).

For more information, check out these articles:

• Your Campaign Strategy
• Bid Strategies
• Maximize Spend and Performance Goals
• Bid IQ: Optimization Made Easy

Connect Facebook and Instagram Accounts

To give you access to audiences on social, you’ll need to connect your business’s Facebook and Instagram accounts:

• Connect Your Facebook Business Page
• Connect Your Instagram Account

Choose Ads

When creating your first campaign, you can create new ads, upload ads, and request a free set of ads from us. Learn more about different ad types and options:

• Ad Format Overview
• Get Free Ads
• Web Ads
• Social Ads
• Creative Best Practices

Billing and Payment Methods

You’ll be charged weekly for ad spend over the previous week. We will not go outside your weekly budget, but your daily spend will vary. Before launching your campaign, we’ll place a temporary authorization hold on your account to ensure you have sufficient funds. Here are some billing and payment resources:

• Our Billin-Styles
• AdRoll Pricing
• Paying by Credit Card
• Billing FAQs

Before You Launch

• To deliver ads in Europe, you'll need to comply with various privacy laws. This means showing an approved consent banner to all site visitors in the EU if your company is based outside of the EU, and to all site visitors if your company is based in the EU. Learn more about cookie consent tools.
• Confirm your AdRoll pixel is active

To ensure you’re in compliance with our ad network partners, check out the articles below. We’ll also notify you if we have any concerns as we review your site:

• Editorial Guidelines and Practices
• Creative Guidelines
• Privacy Compliance: General Data Protection Regulation (GDPR) and ePrivacy Directive
• Privacy Notice Requirements

We’ll send you an email once your campaign has been approved or if it requires modifications.

It takes our technology about 4 weeks to begin to understand the behavior of target audiences on your website and across the web.

Within these four weeks, we’ll learn:

• About your site visitor behavior.
• Which ads work the best across marketing channels.
• How to apply these insights to target high-intent audiences.

To schedule a report:

• Navigate to your Campaign Reports tab.
• Choose the report you want.
• Click Actions Schedule.

You can schedule reports based on frequency, as well as share these reports with other stakeholders. Learn more about Reports.

Your attribution dashboard helps you learn more about how your converters behave and interact with your site. There are three key sections of your attribution dashboard:

• The Total Converters section of your attribution dashboard shows how your converters behave on your site.
• The Cross-Channel section allows you to see which channels are the main drivers of your customer journey.
• The AdRoll section highlights the key takeaways and granular paths to conversion for your AdRoll attributed and touched conversions.

Need additional support? Reach out to your dedicated Agency Account Manager. If you don't have one, you can contact Customer Support Platform Specialists available 24/7 at support@adroll.com and 24/5 (Monday-Friday, 24 hours a day) on LiveChat. Please use the email option if you don't see the LiveChat widget.