What are 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 growth marketers targeting needs.

Today, AdRoll offers two ways of looking at people:

  • Website audiences — Website audiences are groupings of people that may be anonymous or known to us, as well as a view of their performance, as a group. After connecting your online store to AdRoll by placing our pixel on your website, it starts capturing visitor data to turn into website audiences. 
  • Contact audiences — Contact audiences are comprised of individuals who have become known to you, that is, who have identifiable attributes you can use to contact them on a 1:1 basis, if you have permission, for example email address, as well as a view of the information available about those individuals.

Viewing Your Audiences

You can manage the audiences collected by the Pixel, uploaded via CSV import to email lists, and built from your Shopify integrated store data within the Audiences section of the left hand pane. This tab is divided into Website and Contacts.

audiences.png

Website Audiences

Website audiences are groupings of people that may be anonymous or known, as well as a view of their performance, as a group. Website audiences can be used in ad campaigns. After connecting your online store to AdRoll by placing our Pixel on your website, it starts capturing visitor data to turn into website audiences.

The website audience dashboard gives a synopsis of the number of visitors reaching your website, total revenue, attributed revenue, and attributed conversions (both click through and view through) for the selected date ranges. 

You can also check your AdRoll Pixel status. The Pixel code can be located under the ‘View Pixel’ button.

Website Audiences tabs  

Site Audiences

After placing the Pixel on the website, it will start capturing visitor data under the site audiences segments. Four segments are created by default. You can create custom segments with different triggers using the Define Your Audience article.

Connected Audiences

Allows for integrating with our partnered Email Service Providers, including Mailchimp, HubSpot, Zapier and others, to import CRM lists as audience for Ad Campaigns. Manually uploaded CRM lists are also visible here.

Insights

Showcases data on visitors’ demographics details. Locations, used devices and browsers allows for comparing incoming traffic information. 

Most popular locations can be targeted for better campaign performance.

Cross-Device Insights

Analyze campaign performance across different devices - requires opting into this feature.

Contacts

Contact audiences can be targeted in email newsletter campaigns, including preview capabilities that give you a real time indication of audience size, before you send a newsletter campaign.

Available list includes those emails collected from the Pixel, Shopify, CSV or CRM imports. Check out How to upload your contacts to learn more.

Update.gif

Lists

Pixel Collected Emails

Pixel collected email are visitors’ emails collected by the AdRoll Pixel from your website.

Shopify Customizable Rule-Based Audiences

Shopify audiences are customizable rule-based audiences AdRoll builds for you from customer data we see through your Shopify store integration. These audiences make it easy for you to send targeted, compelling email campaigns to the right groups of customers, based on their actions on your website.

These include:

  • New subscribers in last X days  
  • First purchasers in last X days 
  • Repeat purchasers (1+ purchases within the last X days)
  • High Spenders (Total price  > $Y in X days)
  • Abandoned Checkouts in past X days 
  • Bargain Hunters (Used promo code for Y purchases in the last X days)

Shopify Predictive Smart Audiences

Predictive smart audiences are audiences AdRoll builds for you from customer data we see through your Shopify store integration combined with our proprietary AI. Just like customizable rule based audiences enable you to act intelligently on what customers have already done, smart audiences predict what they are likely to do—or not do—based on a unique combination of your first party e-commerce data and the predictive capabilities of AdRoll’s AI.

These include:

  • Ready to Buy – Predict where someone is in their customer journey and how you might move them to purchase or repurchase
  • At Risk – Predict churn risk by flagging changes in purchase behavior, for products that are usually repurchased on a regular basis, to understand why or offer a discount/coupon to retain the customer
  • High Future Value – Predict future top spenders to proactively reward them with something exclusive, just for them

Predictive smart audiences are available to Essentials and Growth plan subscribers.

CSV/CRM Imports

CSV/CRM imports are an audience representing contacts you have added manually, either one at a time or in bulk by uploading a CSV file. Learn more here.

AdRoll Email Un-subscribers

AdRoll email unsubscribers are email addresses unsubscribed from receiving emails from you. This list includes 'Unsubscribe Date' and 'Unsubscribe Reason' as defined by the user at the time of unsubscribe.

Was this article helpful?