AdRoll Event Tracking

Overview

AdRoll uses the AdRoll Pixel for conversion tracking, dynamic product retargeting, and cross-channel campaign optimization. As a growth marketing platform, AdRoll provides unified tracking across display, social, and email channels with robust ecommerce integration and audience segmentation capabilities.

Standard Events

AdRoll supports standard events for ecommerce and lead generation:

Ecommerce Events

Purchase - Transaction completed
Add to Cart - Product added to cart
Product View - Product page viewed
Category View - Category page viewed
Homepage View - Homepage visited

Lead Generation Events

Lead - Form submission
Sign Up - Account registration
Custom - Business-specific events

Custom Events

Creating Custom Conversions

Define custom conversion tracking:

// Custom event
__adroll.record_user({
  "adroll_segments": "custom_segment_name"
});

// Custom conversion
__adroll.record_conversion({
  "adroll_conversion_value": 25.00,
  "adroll_currency": "USD",
  "order_id": "CUSTOM_12345"
});

Ecommerce Events

Purchase Tracking

Complete purchase implementation:

<!-- AdRoll Pixel Base Code (on all pages) -->
<script type="text/javascript">
adroll_adv_id = "YOUR_ADVERTISER_ID";
adroll_pix_id = "YOUR_PIXEL_ID";
adroll_version = "2.0";

(function(w, d, e, o, a) {
  w.__adroll_loaded = true;
  w.adroll = w.adroll || [];
  w.adroll.f = [ 'setProperties', 'identify', 'track' ];
  var roundtripUrl = "https://s.adroll.com/j/" + adroll_adv_id + "/roundtrip.js";
  for (a = 0; a < w.adroll.f.length; a++) {
    w.adroll[w.adroll.f[a]] = w.adroll[w.adroll.f[a]] || (function(n) {
      return function() {
        w.adroll.push([ n, arguments ])
      }
    })(w.adroll.f[a])
  }

  e = d.createElement('script');
  o = d.getElementsByTagName('script')[0];
  e.async = 1;
  e.src = roundtripUrl;
  o.parentNode.insertBefore(e, o);
})(window, document);

adroll.track("pageView");
</script>

<!-- Purchase Event (on confirmation page) -->
<script type="text/javascript">
adroll.track("purchase", {
  "products": [
    {
      "product_id": "SKU_123",
      "price": "99.99",
      "quantity": 1
    },
    {
      "product_id": "SKU_456",
      "price": "49.99",
      "quantity": 2
    }
  ],
  "conversion_value": "149.99",
  "currency": "USD",
  "order_id": "ORDER_12345"
});
</script>

Dynamic Product Retargeting

Track product interactions:

// Product View
adroll.track("productView", {
  "product_id": "SKU_123",
  "product_name": "Blue Widget",
  "product_category": "Widgets",
  "product_price": "99.99",
  "currency": "USD"
});

// Add to Cart
adroll.track("addToCart", {
  "product_id": "SKU_123",
  "product_name": "Blue Widget",
  "price": "99.99",
  "quantity": 1,
  "currency": "USD"
});

// Category View
adroll.track("categoryView", {
  "product_category": "Widgets"
});

Conversion Tracking

Implementation Methods

1. AdRoll Pixel (JavaScript)

Standard implementation:

<script type="text/javascript">
adroll_adv_id = "YOUR_ADVERTISER_ID";
adroll_pix_id = "YOUR_PIXEL_ID";
adroll_version = "2.0";

(function(w, d, e, o, a) {
  w.__adroll_loaded = true;
  w.adroll = w.adroll || [];
  w.adroll.f = [ 'setProperties', 'identify', 'track' ];
  var roundtripUrl = "https://s.adroll.com/j/" + adroll_adv_id + "/roundtrip.js";
  for (a = 0; a < w.adroll.f.length; a++) {
    w.adroll[w.adroll.f[a]] = w.adroll[w.adroll.f[a]] || (function(n) {
      return function() {
        w.adroll.push([ n, arguments ])
      }
    })(w.adroll.f[a])
  }

  e = d.createElement('script');
  o = d.getElementsByTagName('script')[0];
  e.async = 1;
  e.src = roundtripUrl;
  o.parentNode.insertBefore(e, o);
})(window, document);

adroll.track("pageView");
</script>

2. Google Tag Manager

Deploy via GTM:

<!-- GTM Base Tag -->
<script type="text/javascript">
adroll_adv_id = "{{AdRoll Advertiser ID}}";
adroll_pix_id = "{{AdRoll Pixel ID}}";
adroll_version = "2.0";

(function(w, d, e, o, a) {
  w.__adroll_loaded = true;
  w.adroll = w.adroll || [];
  w.adroll.f = [ 'setProperties', 'identify', 'track' ];
  var roundtripUrl = "https://s.adroll.com/j/" + adroll_adv_id + "/roundtrip.js";
  for (a = 0; a < w.adroll.f.length; a++) {
    w.adroll[w.adroll.f[a]] = w.adroll[w.adroll.f[a]] || (function(n) {
      return function() {
        w.adroll.push([ n, arguments ])
      }
    })(w.adroll.f[a])
  }

  e = d.createElement('script');
  o = d.getElementsByTagName('script')[0];
  e.async = 1;
  e.src = roundtripUrl;
  o.parentNode.insertBefore(e, o);
})(window, document);

adroll.track("pageView");
</script>

Attribution

Attribution Windows

Default Windows:

Post-click: 30 days
Post-view: 1 day

Cross-Channel Attribution

AdRoll provides unified attribution across:

Display advertising
Social media (Facebook, Instagram)
Email campaigns

Debugging & Validation

Browser Console

Verify implementation:

// Check if AdRoll loaded
if (typeof adroll !== 'undefined') {
  console.log('AdRoll Pixel loaded');
  console.log('Advertiser ID:', adroll_adv_id);
  console.log('Pixel ID:', adroll_pix_id);
} else {
  console.error('AdRoll Pixel not found');
}

Best Practices

Implementation

Install pixel on all pages
Track product-level data for dynamic ads
Use product feeds for catalog sync
Include order IDs for deduplication
Implement user identification for cross-device

Dynamic Retargeting

Sync product catalog regularly
Track all product interactions
Segment audiences by behavior
Exclude recent purchasers
Test different ad formats

Optimization

Use conversion-based bidding
Create lookalike audiences
Test cross-channel campaigns
Monitor frequency to avoid fatigue
Measure incrementality with holdouts