A User Event audience allows you to track standard user actions on (button clicks, form submissions) or off (offline conversion) your website. You can populate these audiences using either the AdRoll Pixel or Server-to-Server (S2S) events. Once a User Event Audience is created, it can be used to positively or negatively target visitors in your campaigns.
Note
Event JS Match audience is a similar audience type. You should use an Event JS Match audience if you’d like to add visitors to specific audiences based on arbitrary criteria using the AdRoll pixel. You should use User Event Audiences to track a standard set of business events using the AdRoll Pixel or beta S2S API.
Who can access
Access to create Event-based audiences is available with all AdRoll packages.
Create a User Event Audience
- Log in to AdRoll.
- Navigate to Audiences > Website Audiences.
- Click New Audience.
- From the Audience Type dropdown, select User Event.
- Enter a descriptive Audience Name.
- (Optional) In the Matches field, enter a specific URL pattern. This is only necessary if you want to differentiate between pages that have the same event (e.g., two different "Add to Cart" buttons on separate pages).
- (Optional) If this audience represents a key business goal, check the This is a conversion audience box.
- Set the audience duration under How long to keep a person in this audience?
- Follow the specific instructions below depending on whether you are using the AdRoll Pixel or S2S events to populate your audience.
Available Event Types
Depending on whether you’re using AdRoll or AdRoll ABM, the available event types differ. The following table maps the name seen in the audience creation dashboard to the event name you specify in the pixel or server-to-server API.
B2C Events
| Dashboard Selector Name | Pixel, S2S event_name |
|---|---|
| Homepage | homeView |
| Product search | productSearch |
| Page view | pageView |
| Cart | addToCart |
| Conversion | purchase |
B2B Events
| Dashboard Selector Name | Pixel, S2S event_name |
|---|---|
| High-Value Page (Non-Form Fill) | highValuePage |
| Gated Content | gatedContent |
| Demo Request | demoRequest |
| Signup - Plan | signupPlan |
| Signup - Trial Event Registration | signupTrial |
| Contact Sales | contactSales |
| Livechat | liveChat |
| Form Fill - Other | formFill |
Populate User Event Audience with Pixel events
To use this method, you need to have the v2 AdRoll Pixel installed. You will need to call the track JavaScript method of AdRoll Pixel. You’ll specify one of the pre-defined event names and optionally pass relevant metadata.
See the capturing product information article for further examples.
<script type="text/javascript">
try {
adroll.track("addToCart", {
"currency": "USD",
"products": [{
"product_id": "1234",
"product_group": "abc",
"quantity": 2,
"price": 15.00,
"category": "abc"}
]
});
} catch (err) {}
</script>
Populate User Event Audience with Server-to-Server (S2S) events
This functionality is currently in beta. Contact Customer Support if you’re interested in trying it out.
To populate a User Event Audience using Server-to-Server (S2S) events, you will send event data directly to AdRoll's API from your server. This method allows you to track standard business events that occur either on or off your website, providing flexibility to complement client-side pixel tracking.
Coming soon: AdRoll Server-to-Server (S2S) event API documentation for more information and examples.