Demographic & Interest Targeting

AdRoll’s Demographic & Interest targeting campaign type will help you bring in visitors to your website, giving you a supplemental benefit to apply certain attributes for the target audiences to reach concrete groups of users who turn out to be more beneficial for your business when compared to general Brand Awareness Campaigns.

Note: Demographic & Interest targeting for Facebook & Instagram is available globally. However, Demographic & Interest targeting on web is only available in US and Canada.

Choosing Attributes

The following are the attributes you may define to ascertain the campaign goals. AdRoll’s platform will prioritize the selected settings in order to obtain users matching these attributes: 


  • Education
  • Net Worth

Note: Age & Gender targeting options are only available for Facebook and Instagram campaigns.

For more Demographic Targeting options, click here.


  • Sports
  • Outdoor Recreation
  • Food and Drink
  • Lifestyle and Other Interests
  • Live Events

For more Interest targeting options, click here.

To set up a Demographic & Interest targeting campaign, follow the instructions on for a Web Brand Awareness campaign.

Note: There might be limitations in the availability of these attributes for Social Demographic and Interest campaigns based on your business and the Facebook ad categories. Please reach out to customer support for additional insights. 

Creative Guidance

  • We recommend that you have all of the recommended ad sizes.
  • Native ads, which appear natively on a site or in a feed, can be effective for driving new traffic to your site.
  • Video ads are also a great way to familiarize new customers with your brand.

For Brand Awareness campaigns, it's a good idea to use high-level branding and lifestyle imagery to entice new customers who may not be familiar with your brand. Keep in mind, these ads are meant to introduce customers to your brand and encourage them to learn more, whereas Retargeting campaigns encourage conversions. 

Note: If you’re advertising housing, employment, or financial products, using target demographic attributes will not be available, as per U.S. law.


Demographic & Interest is part of our Brand Awareness solution, which targets people who haven’t visited your site yet and are unfamiliar with your brand.

These campaigns typically drive fewer direct (last-touch) conversions than retargeting campaigns. Their main goal is increase the traffic and bring high quality new customers to the site, who can then be reached by your retargeting campaigns.

We’ve introduced some new metrics into our reporting to help you evaluate the value of your Brand Awareness campaigns.

New Visitors Number of visitors who came to your site for the first time in the last 30 days after seeing an ad.
Engaged Visitors Number of daily unique visits from those who saw an ad in the past 30 days and viewed 2+ pages on your site within 30 minutes.
Bounce Rate The percentage of new visitors who visit only one page on your site and leave.
Cost per New Visitor Your average spend to bring a new visitor to your site. 
Daily Frequency (Web Campaigns)

Number of ads seen per day (impressions) by reached users.


When an ad is served.

Reached Users Unique users reached.
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