Connect AdRoll to your site by installing the AdRoll Pixel

Once you’ve signed up for an AdRoll account, you can connect AdRoll to your website by placing our pixel on your website. Your pixel is a JavaScript code snippet that you place on your site to connect to AdRoll. 

Choose the statement below that best fits how you make updates to your website’s code:

I use Shopify to update my website's code

1. Click View all available integrations and select Shopify.


2. Click Connect Shopify Store.



3. Click Install App on the next page.



4. Click Done on the next screen


I use Google Tag Manager to update my website's code

1. Select Google Tag Manager.



2. Click Connect.



3. Select the account you want to connect to AdRoll.



4. Click Allow.



5. Choose your account and container.



6. You have the option to add Enhanced Conversion Tracking. If you’d prefer not to, simply click Continue.



7. Click Publish.


Someone else makes updates to my website's code

If someone else updates the code on your website, follow these steps to email them your pixel setup instructions.

1. Navigate to Connect Manually.


2. Click Email Code.


I update my website's code

1. Locate the header code for your website.

Go to your website's code and find the header of your website.

<!DOCTYPE html>
    <!-- Insert AdRoll Pixel Code -->
</footer> </body> </html>

2. Copy the entire pixel code and paste it in the global header.

Paste the code in the global header section, just above the closing header tag.

Important: You must replace the sample EID with your own unique pixel code before placing it on your site.

You can find your unique pixel code under the AudiencesWebsite > View Pixel

Capturing Product Information

The track() allows you to pass product new attributes like price, quantity along with the existing attributes product_id, product_group, product_action, category. 

Events Supported
  • Home View
  • Product Search
  • Page View
  • Add to Cart
  • Purchase
  • It is recommended to use the supported event names. Especially if you want to retarget those users by creating a User Event Audience.
  • There is also no throttling in terms of request rate, but the expectation is that user events are generated by a human user so should be in the order of 1-2 requests per second. Please use track with that soft restriction in mind.
3. Check that your code is working correctly.
After you place the pixel code on your website, navigate back to AdRoll and click Verify Connection. This will prompt our AdRoll team to search for your pixel, which can take up to 24 hours.

Additionally, web developers can install PixelPal to verify that your pixel is working properly. PixelPal is a Chrome extension that helps validate a website's AdRoll’s Pixel implementation.

  • Install PixelPal in your Chrome browser by following the steps from the Chrome Web Store.
  • Once installed, the extension’s icon will be available next to your address bar.
  • Activate PixelPal by clicking the icon to review and confirm the End User License Agreement (EULA).


If your status says JS Pixel Detected, your code has been installed correctly. It can take up to 24 hours for your website to connect to AdRoll.



  • If you can't use JavaScript and would rather have an HTML code implemented, please visit our iPixel article.
  • If you want to update your pixel code, make sure the old pixel is removed from your website and/or GTM. Then follow the above instructions to integrate with the updated pixel code. 
  • You may grab the copy of updated pixel code from AdRoll dashboard -> Site Audiences.
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