AdRoll Glossary

A list of common AdRoll terms and short descriptions or definitions.


Advanced & Custom Audiences

Take your segmentation to the next level, with advanced and custom audiences, including  external data (eg CRM), CSS selector, impressions, and composite audiences.


An audience refers to a grouping of people based on their behavioral traits, attributes (eg: age, demographics, gender), or events (eg: product purchase) and forms a basic building block for marketers targeting needs. 

Audience Insights

Get demographic, technology, and cross-device insights about your audiences.


Basic Audiences

Begin basic segmentation by targeting people who have visited your website, viewed specific products, made a purchase, or similar.

Brand Awareness Ads

Use lookalike, demographic, interest, and contextual targeting to attract new visitors.


Campaign Attribution Modeling

Understand how AdRoll email, ads, and product recommendations influence your customer journey.

Campaign Conversion Pathing

See how your AdRoll campaigns are working together to influence conversion.

Campaign Performance Reporting

View granular performance reports for your AdRoll email  and ad campaigns, as well as product recommendations in your online store.

Cart-Based Audience

An audience that includes people who have visited your cart page and are a high-intent audience that is especially good for retargeting via email and ads.

Channel Contribution Analysis

View attributed conversions, influenced conversions, and revenue for your UTM tagged campaigns.

CMS and Website Integrations

Connect your online store to a new or existing AdRoll account and start running campaigns without any developer or creative resources.

Contextual Targeting

A type of targeting for ads that lets you choose from categories that are relevant to your industry or target market (like sports, educational, or travel sites) to showcase your brand alongside content with which you want your brand to be associated.

Conversion Audience

An audience that includes visitors who have made a purchase and reached a Thank You page, allowing you to target them for loyalty programs or exclude them from campaigns designed to convert first-time purchasers.


CRM data onboarding builds audiences based your existing email lists and  enables you to reach the same audience with display ads that you reach with your email campaigns.

Cross-Channel Attribution

Capture and bring together into marketing channels into a unified reporting experience that helps you understand how channels work together and helps you curate the most successful customer journeys.

CSS Audiences


An audience that includes anyone that has matched a CSS selector, for example, if you had a list that had a certain class applied to it, the person would move into that audience if they clicked on any child list item beneath it. 


Demographic Targeting


A type of targeting for ads that uses demographic attributes (like age, gender, or net worth) of your ideal customer to find more like them.

Drag and Drop Builder & Template Upload

Build emails faster with an easy drag and drop builder that lets you customize emails with your own images, logos, colors, drop-in dynamic content, and HTML.

Dynamic Ads

Re-engage site visitors with personalized ads across devices on Web and Facebook, based on site visitors’ browsing activity on your website, featuring previously-viewed, recommended, and top products powered by your product feed.

Dynamic Product, Static, & Video Ads

Take advantage of a variety of ad formats to tell your brand story through images, video, and dynamic content.


Ecommerce Partners (Shopify & Other)

Connect your ecommerce store without any developer or creative resources, then access our product recommendation engine for high-performing, personalized dynamic ad, email, and online store content.

Email Capture

Create customized email capture forms for your site, and trigger form display by URL, visitor segment, and visitor activity (exit intent, scroll, or time on page).

Email Sends/Month

Send up to a certain amount of emails each month, included with your plan.

ESP (Email Service Provider) & Marketing Automation

Automatically sync unsubscribed emails from our system to your ESP and from your ESP to our system, activate emails you’ve collected, and use our templates and technology to send emails through your own ESP.





Interest Targeting

A type of targeting for ads that uses the interests (like sports, fashion, or food) of your ideal customer to find more like them.



Knowledge Base

Get immediate answers and tips 24/7 by exploring AdRoll’s extensive knowledge base.


List Upload & Management

Upload and view CSV lists of contacts.

Lookalike Targeting

A type of targeting for ads that uses AdRoll’s AI to spot digital profiles of shoppers who look and act like your best customers to identify and attract new audiences who are likely to convert and become customers.


Multi-Channel Attribution Modeling

Connect AdRoll to your external marketing data to understand how your full marketing mix influences your customer journey.

Multi-Channel Conversion Pathing

Using UTM tracking, see how your channels are working together to influence conversion.



On-Demand Email Sends

Send scheduled, one-time emails, sometimes called broadcasts, that aren’t part of triggered email sequences, for newsletters, promotions, announcements, and more.


Performance Benchmarks

Gain access to median metrics (CPC, CTR, CPM, CPA) AdRoll sees across tens of thousands of brands.

Product-Based Audience

An audience that includes people who have visited a specific product page and is used to engage middle-of-the-funnel users who have shown some interest in products with unique ads, tailored to the product viewed.



Remove “Powered by AdRoll” Branding

Make emails completely your own, by removing Powered by AdRoll from your email footers.

Reporting Data API

Generate your own reports with data on segments, deliveries, and more.

Reporting Partners Integrations

Multiple integrations to help you with cross-channel reporting, including Attributionapp, NinjaCat, Datorama, ReportGarden,, and TapClicks.

Retargeting Ads

Deliver personalized content to people who have previously visited your site.


Support – Chat

Ask questions and get help directly from our Ecommerce Marketing Platform through our chat.

Support – Email

Submit questions and report issues via email.


Template Library

Choose from a pre-built library of hundreds of professionally designed email templates, each customizable to your brand

Triggered Email Sends

Trigger email sends based on predetermined customer actions (eg "Send this email one hour after cart abandonment), based on built-in triggers or your own.


Unsubscribe Sync

Automatically sync unsubscribed emails from AdRoll to your ESP and from your ESP to AdRoll to ensure everyone to whom you are sending email wants to hear from you.


Video Ads

In-stream video ads (appear within the context of the streaming video) and out-stream video ads (appear outside of any streaming content, similar to standard display ads) for the general web, and out-stream video ads for Facebook and Instagram.

Visitors to Unsegmented Pages

An audience that includes everyone who visits your homepage. Targeting all visitors lets you engage consumers who show the low intent, and ultimately bring them down the conversion funnel.


Web Ads

Static ads (set image with set copy) including image ads, native ads, rich media ads (HTML5), video ads, and third-party ads.

Web, Facebook, & Instagram Inventory

Expand where your ads appear online, from one platform, through AdRoll’s partnerships with hundreds of publishers, networks, and exchanges.

Website Funnel Insights

Metrics that live on your homepage to show you at-a-glance how visitors are progressing through your online store, from first visit through repeat purchase.




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