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Audience Insights

We're developing our audience insights tool to give you a better understanding of your audience segments. 

Learn more about your audience segment's...


Visitors and Visits

All Visitors vs. New Visitors

Track visitor data from the last 30 days. You can see a high-level comparison of All Visitors versus New Visitors to your AdRoll segments.

  • New Visitors: Total # of visitors to your AdRoll segments who did not have an AdRoll cookie
  • All Visitors: Total # of visitors to your AdRoll segments with an existing AdRoll cookie + Total # of visitors to your AdRoll segments who did not have an AdRoll cookie (New Visitors)
  • Total Visitors: Total amount of New Visitors in the last 30 days

If the numbers are not aligned with your expectations, inspect your AdRoll segments (Learn more) to evaluate their setup to ensure you are targeting the appropriate audiences.

Total Visits

Total Visits is the total number of AdRoll pixels fired, or each unique visit to the site.


Technology (Operating Systems, Web Browsers, Mobile vs. Desktop, Device, Referrer)

Operating Systems, Web Browsers, Mobile vs. Desktop, Device

Take a look at what technologies users are choosing to engage and interact with your website. Understanding the technology and devices users leverage allows you to tweak current implementations and iterate for future development.

For example, it may be extremely helpful for you to understand what percentage of users are consuming content via a mobile versus desktop device. These insights could lead to a change in strategy to opt-in your AdRoll account for cross-device targeting (Learn more), extend the reach of your current campaigns to multiple devices.


Referrer allows you to track traffic that arrives to your website through another source. AdRoll recognizes where the the traffic was immediately before the user arrives on your site and becomes a visitor in your segment. We display the domain names of these sites.


Demographics (Country, Language)

Demographic information gives you context behind the country and language versions of your user traffic.

Learning what languages your users speak or the kind of traffic you are getting from geographic targets outside the areas you already target can provide strategic information valuable to improving your ads and conversion rates.


We also display a heatmap for visual analysis. Select between the World or Country view to understand the traffic patterns for geographic areas from your AdRoll segment users.


Visitor Behavior

Pageviews per visitor

Measure the number of pageviews per visitor for the previous day.


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