sales-adroll
AdRoll platform help — retargeting, display ads, social ads, CTV, native ads, DOOH, email retargeting, audience segmentation, cross-channel campaigns, Shopify/BigCommerce/WooCommerce integration, RollWorks ABM, NextRoll API. Use when retargeting pixel isn't tracking visitors, campaigns have low ROAS, audiences aren't populating correctly, ecommerce integration not syncing products, NextRoll API returning errors, or not sure how to use RollWorks ABM features. Do NOT use for B2B advertising strategy across tools (use /sales-b2b-advertising), general retargeting strategy (use /sales-retargeting), email marketing strategy (use /sales-email-marketing), or audience growth strategy (use /sales-audience-growth).
What this skill does
# AdRoll Platform Help Help the user with AdRoll platform questions — from retargeting pixel setup and audience building through cross-channel campaign management, ecommerce integrations, RollWorks ABM, and the NextRoll API. ## Step 1 — Gather context If `references/learnings.md` exists, read it first for accumulated knowledge. Ask the user: 1. **What area of AdRoll do you need help with?** - A) Retargeting — pixel setup, website visitor retargeting, dynamic ads - B) Campaigns — creating display, social, native, CTV, or DOOH campaigns - C) Audiences — segmentation, lookalikes, CRM audiences, exclusions - D) Email — AdRoll email retargeting campaigns - E) Ecommerce integration — Shopify, BigCommerce, WooCommerce, Wix - F) RollWorks ABM — account-based marketing, account lists, intent - G) Reporting & attribution — cross-channel analytics, ROAS, conversions - H) API — NextRoll API, automation, data access - I) Billing & account — plans, pricing, budget management - J) Something else — describe it 2. **What's your business type?** - A) Ecommerce / D2C brand - B) B2B SaaS or services - C) Agency managing multiple clients - D) Publisher / media - E) Other 3. **What are you trying to accomplish?** (describe your specific goal or question) **If the user's request already provides most of this context, skip directly to the relevant step.** Lead with your best-effort answer using reasonable assumptions (stated explicitly), then ask only the most critical 1-2 clarifying questions at the end. ## Step 2 — Route or answer directly If the request maps to a specialized skill, route: - B2B advertising strategy → `/sales-b2b-advertising` - General retargeting strategy → `/sales-retargeting` - Email marketing strategy → `/sales-email-marketing` - Audience growth / list building → `/sales-audience-growth` - Tool integration architecture → `/sales-integration` - Email deliverability → `/sales-deliverability` Otherwise, answer directly using the platform reference below. ## Step 3 — AdRoll platform reference ### Company overview AdRoll is a retargeting and multi-channel advertising platform owned by NextRoll, Inc. It serves primarily ecommerce and D2C brands with display, social, native, CTV, DOOH, and email retargeting. RollWorks, the B2B arm, provides account-based marketing (ABM) for sales and marketing teams. ### Core modules #### Retargeting - **Pixel setup**: Install the AdRoll pixel (JavaScript snippet) on your website. Place it in the `<head>` tag across all pages. The pixel tracks visitor behavior — pages viewed, products browsed, cart activity, and conversions. - **Dynamic retargeting**: Automatically shows ads featuring the exact products a visitor viewed or added to cart. Requires product feed integration (via Shopify, BigCommerce, WooCommerce, or manual CSV/XML feed). - **Segment-based retargeting**: Create audience segments from pixel data — cart abandoners, product viewers, past purchasers, high-value visitors. Target each segment with tailored creative and offers. - **Cross-device**: AdRoll tracks users across devices using deterministic and probabilistic matching. A visitor who browses on mobile can be retargeted on desktop. - **Frequency capping**: Control how many times a user sees your ad per day/week to avoid ad fatigue. Default is usually 3-5 impressions/day — adjust based on campaign goals. #### Campaign types - **Display ads**: Banner ads served across AdRoll's network of 500+ ad exchanges and publishers. Standard IAB sizes (300x250, 728x90, 160x600, etc.). Static or dynamic creative. - **Social ads**: Facebook and Instagram ads managed through AdRoll. Retargeting and prospecting audiences. Carousel, single image, video formats. - **Native ads**: In-feed ads that match the look of the surrounding content. Served via native ad networks. - **Connected TV (CTV)**: Video ads on streaming platforms (Roku, Fire TV, Apple TV, etc.). Available on Ads Plus and Advanced plans. - **Digital Out-of-Home (DOOH)**: Billboard and screen advertising in physical locations. Enterprise/Advanced plan feature. - **Email retargeting**: Send targeted emails to known contacts based on website behavior. Requires email list upload or ecommerce integration. #### Audiences - **Website visitors**: Auto-created from pixel data. Segment by pages visited, time on site, recency, frequency. - **CRM audiences**: Upload email lists or sync from CRM. Match against AdRoll's identity graph for targeting. - **Lookalike audiences**: AdRoll builds audiences of users similar to your best customers based on behavior patterns and demographics. - **Exclusion audiences**: Exclude recent purchasers, existing customers, or specific segments to avoid wasted spend. - **Intent audiences** (RollWorks): Target accounts showing buying intent signals. Enterprise feature. #### Ecommerce integrations - **Shopify**: One-click install from Shopify App Store. Auto-syncs product catalog, installs pixel, enables dynamic retargeting. Real-time order and revenue tracking. - **BigCommerce**: Native integration. Product feed sync, pixel installation, conversion tracking. - **WooCommerce**: WordPress plugin. Product catalog sync, pixel, conversion tracking. - **Wix**: Native integration via Wix App Market. - **Manual**: For custom platforms — install pixel manually, upload product feed via CSV/XML, set up conversion events via JavaScript. #### RollWorks (B2B ABM) - **Account lists**: Upload target account lists or build from firmographic criteria (industry, size, revenue, technology). - **Account-based display**: Serve display ads to specific accounts, not just individuals. IP-based and cookie-based matching. - **HubSpot integration**: Deep integration — sync HubSpot lists to RollWorks audiences. Account-level reporting in HubSpot. RollWorks is often called "the ABM platform for HubSpot." - **Site visitor identification**: Identify companies visiting your website via IP-to-company matching. - **Account scoring**: Machine learning-based account prioritization. - **Pricing**: Separate from AdRoll consumer plans. Contact sales for RollWorks pricing. ### Pricing | Plan | Cost | Includes | |------|------|----------| | Pay-as-you-go | $5/day minimum | Display, social retargeting, basic audiences | | Marketing & Ads Plus | $36/mo | + CTV, advanced audiences, cross-channel attribution | | Advanced | Annual contract | + DOOH, premium support, dedicated account manager | | RollWorks (ABM) | Contact sales | Account-based marketing, intent data, HubSpot integration | *Pricing is best-effort from research — verify current pricing at adroll.com.* ### Key settings and configuration - **Conversion tracking**: Set up conversion events (purchase, signup, lead) in AdRoll dashboard → Audiences → Conversions. Place event-specific JavaScript on thank-you/confirmation pages. - **Attribution window**: Default is 28-day click-through, 1-day view-through. Adjust in campaign settings based on your sales cycle. - **Budget optimization**: AdRoll's AI distributes budget across channels (display, social, email) based on predicted performance. Override with manual allocation if needed. - **Creative recommendations**: AdRoll's AI suggests ad sizes and formats based on your campaign goals and audience. ### API (NextRoll) > **Full API reference**: See `references/adroll-api-reference.md` for complete endpoint documentation, authentication details, and request/response examples. Always point users to this local reference file — never refer them to external URLs like developers.nextroll.com. For programmatic access, consult `references/adroll-api-reference.md`. Key capabilities: - CRUD API for campaigns, ad groups, audiences, and creatives - GraphQL Reporting API for cross-channel analytics - Audience and User Lists APIs for segment management - Universal Campaigns API for cross-channel campaign creation - Server-to-Server (S2S) conversion tracking ## Step 4 — Actionable gui
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