Introduction to AdRoll Audiences

An audience refers to a grouping of people based on their attributes and behaviors (what they do, for example adding to your cart), and forms a basic building block to power your advertising targeting strategy.

The most common types of audiences used by B2C advertisers are:

• Page views: A user simply visiting a page.

• Product views: A user looking at a specific product.

• Adding to cart: A user placing an item in their shopping cart.

• Making a purchase: A user completing a transaction.

AdRoll offers multiple ways of capturing your audiences using your First-Party data and Third-Party data sources. In the platform you will find all your audiences organized under two categories:

1. Website Audiences
2. Connected Audiences

WebSite Audiences: Segment site visitors

Website Audiences are users captured by the AdRoll Pixel sharing the same behavior and type of interactions with your brand. After connecting your website to AdRoll, we will automatically start capturing your users under Audiences > Website Audiences > Configuration.

A key step to get started with AdRoll is creating multiple Website Audiences aligned with your advertising strategy. You will target and exclude these segments in your ad campaigns. 

These are the types of segments you will find under Audiences > Website Audiences > Configuration:

1. Pixel-based Audiences: Segments of website visitors collected by the AdRoll Pixel. Creating these segments is a crucial part of your advertising first-party data strategy, allowing you to retarget and personalize ads for specific user groups. You can create Pixel-based Audiences using multiple Audience Types: 
   • • URL Viewed audiences
     • Event JS Match audiences
     • Page Viewed audience
     • etc.
2. Auto-generated Ecommerce Audiences: Segments of users automatically imported and dynamically updated through your connected Ecommerce Integrations, such as:
   • Shopify Ecommerce audiences
   • WooCommerce Ecommerce audiences
   • Prestashop Ecommerce audiences
   • Wix Ecommerce audiences
3. Third Party Audiences: This option allows you to create segments of unknown users that have not visited your site based on their behavior, demographics, interests, lifestyle, business, financials, life events, location, and purchase predictors. Learn more.
4. Static CRM-based Audiences: Your own email lists uploaded as a static CSV file.

Connected Audiences: Sync your email lists

Under Audiences > Connected Audiences you can view and import your contact email lists from multiple CRM platforms to target them in advertising campaigns. Please note that the individual contacts or emails you import cannot be edited within AdRoll, changes must be applied in your CRM directly and will be synced automatically to AdRoll on a daily basis. Learn more about Connected Audiences in this article.

In addition to the CRM Integrations mentioned above, if your AdRoll account is integrated with your Shopify Ecommerce Store, you can import your Shopify CRM segments to AdRoll and keep them in sync automatically. Learn more in this article.