AdRoll Pixel Benefits and Use Cases

Your AdRoll Pixel is a unique JavaScript code snippet that allows AdRoll to track your website and mobile browser visitor traffic. The Pixel cannot directly track native mobile traffic or events, however you can use our AppsFlyer Integration to track this activity.

Installing this piece of code is the key to understanding your site traffic, which allows you to define high-value audiences, track performance, and run effective ad campaigns. The following table breaks down the most powerful use cases to help you turn these insights into growth.

How to track native mobile traffic and events

AdRoll partners exclusively with the Mobile Measurement Platform AppsFlyer to allow you to track user activity within native mobile apps. Click here to learn more.

Category	Feature	What It Does for You
Audience Targeting & Personalization	Audiences	Segment visitors to your website by behaviors and interests. AdRoll creates default audiences e.g. all visitors, as well as giving you the ability to create custom audiences e.g. by URL visited, Event, Product Viewed etc. The Pixel tracks behaviors/interests of site visitors and populates audiences with the appropriate people.
	Conversion Audience	Report on the volume of revenue and conversions that individual audiences are responsible for, by designating them a Conversion Audience.
	Connected TV (CTV) Retargeting	Target the households of people who visited your website with CTV ads. The pixel communicates with third-party data providers to connect the profiles of individuals who visited your website, with household identifiers.
	Dynamic Ads	Re-engage website visitors with personalized content based on their browsing activity, featuring previously-viewed, recommended, and top products. After the Pixel is placed, Product Feed which power Dynamic ads can be configured.
	Email Data Collection Opt-in	Unify the multiple identities that exist for the same person into a single profile. By opting into cross-device sharing during set-up/onboarding, the Pixel works with AdRoll’s identify graph, as well as external partners to connect identifiers like hashed email addresses, so that the different devices that an individual uses, are unified.
Analytics & Reporting	Audience Performance Analysis	Informed campaign optimizations by drilling down to the individual audience level to analyze relative performance. You can achive this by clicking on each individual audience segment name: Get top-level metrics that include audience size, attributed revenue, attributed conversions, click & view through conversions. View the conversion values specified for the audience, as well as the audience duration (days) that was set. Easily see which of your campaigns are targeting the audience. Get technology insights that reveal the audience makeup by device, operating system, web browser, and referring traffic.
	Website Audiences Analysis	Keep a pulse on key website metrics: Unique Website Visitors Total Website Revenue AdRoll Attributed Revenue AdRoll Attributed Conversions Click Through Conversions View Through Conversions
	Website Metrics Analysis	Keep a pulse on high-level metrics: Number of visitors who came to your site for the first time Number of visitors who came to your site two or more times Number of visitors who have added at least one product to their cart Total conversions tracked on your site
	Campaign Reports	The pixel powers the following reports: Granular Conversions and Custom Attribution reports, as well as Ad Performance, Campaign Performance, Daily, Day of Week, Weekly, and Monthly reports.
Attribution	AdRoll Attribution	Understand how your users flow through your site and the influence of AdRoll activity. Analyze how individual and combinations of AdRoll campaigns produced touch points on the paths consumers take to conversion.
Attribution	Cross-Channel Attribution	Identify and prioritize investments in channels, campaigns and journeys that generate the most conversions and highest revenue. The Attribution use pixel-based UTM tracking that lets you toggle between a number of attribution models to gain insights into the individual channels and campaigns that are generating new journeys, those keeping consumers engaged, and those efficiently converting. The Pathways uses pixel-based UT tracking to reveal the combinations of platforms that are working together to deliver the greatest volume of conversions, as well as the highest average order value conversions. Visualize the individual touchpoints in consumer journeys, the sequencing of those touchpoints, and the time duration between them.
Compliance	Cookie Consent Management	Stay on the correct side of privacy regulations with cookie consent in the form of a banner or pop-up on the user's visit that explicitly asks for consent before deploying cookies.

AdRoll Pixel Tools

Tools	Description
PixelPal	PixelPal is a Chrome extension that helps you to validate if your Pixel is implemented correctly, to ensure AdRoll is tracking your website's traffic, and all the audiences you defined in the AdRoll platform.
Pixel Assistant	The Pixel Assistant is a tool to validate your AdRoll Pixel integration, visualize audiences, and tag conversion pages, all of which help you drive better campaign performance.

How to track native mobile traffic and events

AdRoll Pixel Tools

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