AdRoll Event Based Audience – Integration Overview and Setup
- Bettina Lippisch
Overview
AdRoll Event Based Audiences is the latest in a series of pixel-based integrations available to Omeda CDP (Olytics) clients. This integration connects the Omeda Olytics tracking with the AdRoll pixel, allowing you to target and segment your audiences in Audience Builder, then sync those audiences to your AdRoll account. In this way, our CDP clients can target specific anonymous and known customers from their website(s) with targeted ads through AdRoll.
Setup – AdRoll Pixel
The first step to having this integration set up is to ensure the AdRoll Pixel is running on the site(s) that you want to connect with. For instructions on setting up and activating your AdRoll pixel, please visit the AdRoll support page here.
Setup – Omeda
Once your AdRoll pixel has been set up, you can finish the integration on the Omeda side. To get started, click the AdRoll Event Based Audiences icon from the integrations page.
Step 1 – Add a New Site
Setting up individual sites allows you to connect your various domains into your pixel(s).
To set up a new site, you’ll need to set up a site domain and then save:
As each of the domains is saved, they will appear in a list – along with the count the events you have set up on the site, the username who created the site and an action menu.
Clicking into any one of the sites will bring you to the AdRoll Audience Event list.
Step 2 – Creating new AdRoll Pixel Event
Once a domain has been saved, you’ll have the option to create a new event.
Entering your Credentials:
Once you click ‘Create New’ you will be prompted to enter your AdRoll credentials.
Clicking ‘Confirm’ in the lower left hand corner will connect Omeda to your AdRoll account – you will remain logged in until you log out of the Omeda platform.
Naming your new Audience Sync:
Once you have successfully validated your Adroll credentials, you will land on the ‘General’ tab where you can enter the name of your Audience Sync and provide a description (optional).
If you have multiple AdRoll accounts tied to your login, you will have the option of selecting which account this Sync will be tied to using the AdRoll Advertiser Account dropdown.
Note: The AdRoll Pixel Id automatically pulls in based on your account login and cannot be changed. Additionally, once you have named the Audience Sync and Saved this step, you will not be able to change the name of the audience sync. This is due to the way that it is stored within AdRoll.
Additional Audience Sync Details
Once you have saved the name and description, you’ll have additional tabs of information available to you to complete the audience sync setup. These include:
Settings
URL Targeting
Audience Targeting
In settings, you’ll be able to set the start and end date/time, along with how the visitor needs to be on the site before they are passed to the pixel.
In URL Targeting, you are able to set up the Urls that the AdRoll Pixel will target and/or exclude.
Identical to the metering setup, you can target/exclude Url patterns, specific page(s), Url parameters, and specific entry points.
Once the URLs have been set up, you can move on to Audience Targeting.
Known and Anonymous – This will target all visitors who come to the site and stay for at least the specified duration.
Anonymous – This will only pass along the anonymous visitors to the site
Known – This will only pass along all known visitors to the site
Audience Builder Audience(s) – This allows you to select saved audience segments from your data base
Once you’ve passed through each tab, you can save the changes, archive the audience sync, delete the sync, and/or save and activate the job from the General tab.
Editing an Existing Audience Sync
Within each site, there will be a list of all non-archived AdRoll Audience Syncs. You’ll also be able to see the corresponding Pixel Code (automatically pulled in based on the provided AdRoll login), the Id, Status, who it was created by, and the Actions dropdown.
To edit an existing audience sync, you can either click the name or select ‘Edit’ from the actions dropdown.
Once you’re in edit mode you will be able to edit anything from the following tabs: Settings, URL Targeting, Audience Targeting. The edits you can make in the General tab are limited to the following fields:
AdRoll Advertiser Account*
Olytics Site
Description
*you can only edit the advertiser account until the sync is activated. Once it has been activated, you will be unable to change the account.
Reporting on Pixel Activity
There are two levels of reporting available for the AdRoll Event Based Audiences integration:
Site level – This will combine the audiences from all of the underlying events
Event level – This will only report back on the individual Audience Sync
Site Level Reporting
To view the site level reports, select ‘View Report’ from the actions dropdown to the right of the Site
The following reports are available at the site level:
Site level Visitor Syncs (Last 90 Days)
Total Anonymous Visitor Syncs Per Event Audience (Last 90 Days)
Unique Anonymous Visitor Syncs Per Event Audience (Last 90 Days)
Total Known Visitor Syncs Per Event Audience (Last 90 Days)
Unique Known Visitor Syncs Per Event Audience (Last 90 Days)
Top X Referring Sites (Last 90 Days)*
Site-Level Unique Visitor Syncs Per State (When Location Available)*
Syncs per Hour*
*Available at both the site and event level
You can export the series of reports using the “Output to PDF” button in the upper left-hand corner of the report itself.
Site Level Visitor Syncs (Last 90 Days)
This report will show all of the website visitors to the site who were synced to AdRoll regardless of which audience sync they were part of. You’ll have lines for each of the following:
Total Known Syncs (all known visitors who have visited your site – count is 1 per site visit, per day)
Unique Known Syncs (all known visitors who have visited your site – count is 1 per person per day, regardless of how many times they visited)
Total Anonymous Visitor Syncs (all anonymous visitors who have visited your site – count is 1 per site visit, per day)
Unique Anonymous Visitor Syncs (all anonymous visitors who have visited your site – count is 1 per person per day, regardless of how many times they visited)
Total Anonymous Visitor Syncs Per Event Audience / Unique Anonymous Visitor Syncs Per Event Audience (Last 90 Days)
These 2 reports look the same. The Total Anonymous report will show the total anonymous visitors who were synced, per day, per event audience. This will count each visit as 1, so if the same person comes back 3 times on a single day, they will be counted 3 times. Alternatively, the Unique version of this report will only show how many people were synced per event audience per day – regardless of how many times they came to the site. In this case, someone who visits the site 3 times in a single day will only be counted as 1.
Total Known Visitor Syncs Per Event Audience / Unique Known Visitor Syncs Per Event Audience (Last 90 Days)
These 2 reports look the same. The Total Known report will show the total known visitors who were synced, per day, per event audience. This will count each visit as 1, so if the same person comes back 3 times on a single day, they will be counted 3 times. Alternatively, the Unique version of this report will only show how many people were synced per event audience per day – regardless of how many times they came to the site. In this case, someone who visits the site 3 times in a single day will only be counted as 1.
Top X Referring Sites (Last 90 Days)
This will track the sites that brought both anonymous and known visitors to your site and chart it out so you can see where the majority of your syncing activity is coming from. Note: The number of referring sites will change depending on your audience syncs that you have set up.
Unique Visitor Syncs Per State (When Location Available)
This geographic report provides a heat map of the United States and shows where your visitors are from – hovering over each state will provide the actual count
Syncs Per Hour
This unique chart will help you visualize what time(s) of day your pixel had the most traffic, allowing you to launch additional events accordingly.
Event Level Reporting
To view the event level reports for individual Audience Syncs, select ‘View Report’ from the actions dropdown to the right of the Audience Sync:
You can also choose ‘View Report’ from the General Tab when you’re in an AdRoll Audience Sync.
The following reports are available at the individual Audience Sync level:
Distinct Customer Sync Counts
Live Syncs (Last 90 Days)
Top X Referring Sites (Last 90 Days)*
Site-Level Unique Visitor Syncs Per State (When Location Available)*
Syncs per Hour*
*Available at both the site and event level
You can export the series of reports using the “Output to PDF” button in the upper left-hand corner of the report itself.
NOTE: The counts returned in the event level reports are based on olytics cookie tracking settings. AdRoll’s identification logic is different than that used by olytics. You should expect audience counts in AdRoll to be lower than the values shown within the Omeda-generated reports.
Distinct Customer Sync Counts
This report will show all of the website visitors that your audience sync has passed to AdRoll. They are organized by the following:
Known Synced (all known visitors who have synced to this event audience since it was activated)
Anonymous Visitor Synced (all anonymous visitors who have synced to this event audience since it was activated)
Total Visitors Synced (the sum of all anonymous and known visitors who have been synced to the event audience since it was activated)
Live Syncs (Last 90 Days)
This report will show all of the visitors who were synced as part of this audience with a daily breakdown. You’ll have lines for each of the following:
Total Known Syncs (all known visitors who have visited your site – count is 1 per site visit, per day)
Unique Known Syncs (all known visitors who have visited your site – count is 1 per person per day, regardless of how many times they visited)
Total Anonymous Visitor Syncs (all anonymous visitors who have visited your site – count is 1 per site visit, per day)
Unique Anonymous Visitor Syncs (all anonymous visitors who have visited your site – count is 1 per person per day, regardless of how many times they visited)
Top X Referring Sites (Last 90 Days)
This will track the sites that brought the visitors to your site and chart it out so you can see where the majority of your syncing activity is coming from. Note: The number of referring sites will change depending on your audience syncs that you have set up.
Unique Visitor Syncs Per State (When Location Available)
This geographic report provides a heat map of the United States and shows where your visitors are from – hovering over each state will provide the actual count
Syncs Per Hour
This unique chart will help you visualize what time(s) of day your pixel had the most traffic, allowing you to launch additional events accordingly.
Note: Future enhancements to this integration will also allow for additional tracking within Audience Builder.
For more information regarding our CDP solution, for help with strategic planning, or for questions on setup and implementation, contact our client success team at clientsuccess@omeda.com