AdRoll Integrations

Connect AdRoll pixel, Shopify, e-commerce platforms, and partner integrations for seamless retargeting and audience building.

Integration Overview

AdRoll connects to your tech stack through JavaScript pixels for web tracking, native integrations with platforms like Shopify, WooCommerce, and BigCommerce, and partner connectors for CRMs, email platforms, and data warehouses. All integrations feed into unified audience segmentation and conversion attribution across display, social, and email campaigns.

Core Integration Types

Pixel-based tracking: Universal tag for pageviews, conversions, and product catalog events
E-commerce platforms: Direct plugins for Shopify, WooCommerce, BigCommerce, Magento
CRM & Email: Sync contacts from Salesforce, HubSpot, Mailchimp, Klaviyo
Data partners: Segment, mParticle, Tealium for server-side event forwarding
Social platforms: Native Facebook, Instagram, TikTok audience sync

AdRoll Pixel Integration

Base Pixel Installation

The AdRoll pixel is a single JavaScript snippet that tracks page views, products, and conversions:

<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);
</script>

Placement:

Install in <head> before other marketing tags
Fire on all pages where you want tracking and retargeting
Use Google Tag Manager or Segment for centralized deployment

Conversion Tracking

Track specific conversion events with custom pixel events:

// Purchase conversion
adroll.track("purchase", {
  order_id: "ORD-12345",
  currency: "USD",
  products: [
    {
      product_id: "SKU-001",
      price: 49.99,
      quantity: 2
    }
  ],
  conversion_value: 99.98
});

// Add to cart event
adroll.track("addToCart", {
  product_id: "SKU-001",
  price: 49.99,
  quantity: 1
});

// Lead submission
adroll.track("pageView", {
  segment_name: "leads",
  user_email: "user@example.com" // hashed automatically
});

Product Catalog Sync

Dynamic product ads require structured product data:

// Product detail page
adroll.track("pageView", {
  product_id: "SKU-001",
  product_name: "Premium Widget",
  category: "Widgets",
  price: 49.99,
  image_url: "https://example.com/product.jpg",
  url: "https://example.com/products/widget"
});

Best practices:

Send product data on every product page view
Match product_id to your catalog feed
Include inventory_status for out-of-stock filtering
Update prices in real-time for accurate ad display

Shopify Integration

Native Shopify App

AdRoll's Shopify app provides zero-code installation:

Installation steps:

Visit AdRoll in the Shopify App Store or go to AdRoll dashboard → Integrations → Shopify
Click Add app and authorize AdRoll to access store data
Pixel auto-installs across all pages, product views, cart, and checkout
Product catalog syncs automatically every 6 hours

What's included:

Automatic pixel deployment (no manual code)
Real-time product catalog sync with pricing, inventory, images
Purchase conversion tracking with order value attribution
Cart abandonment segments built from checkout data
Customer email sync for retargeting (hashed for privacy)

Advanced Shopify Configuration

Custom product attributes: Add custom fields to product sync for advanced segmentation:

<!-- In product template -->
<script>
  adroll.track("pageView", {
    product_id: "{{ product.id }}",
    product_name: "{{ product.title }}",
    category: "{{ product.type }}",
    price: {{ product.price | money_without_currency }},
    custom_collection: "{{ product.collections.first.title }}",
    vendor: "{{ product.vendor }}"
  });
</script>

Multi-currency handling: AdRoll auto-detects Shopify Markets currency:

// Shopify Markets multi-currency
adroll.track("purchase", {
  order_id: "{{ order.name }}",
  currency: "{{ shop.currency }}", // Dynamic currency
  conversion_value: {{ checkout.total_price | money_without_currency }}
});

Checkout extensibility: For Shopify Plus checkout customization:

<!-- Additional checkout.liquid tracking -->
{% if first_time_accessed %}
<script>
  adroll.track("initiateCheckout", {
    cart_value: {{ checkout.total_price | money_without_currency }},
    currency: "{{ shop.currency }}"
  });
</script>
{% endif %}

WooCommerce & WordPress

WooCommerce Plugin

Installation:

Download AdRoll for WooCommerce plugin from WordPress.org
Install and activate in WordPress admin → Plugins → Add New
Navigate to WooCommerce → Settings → Integration → AdRoll
Enter your Advertiser ID and Pixel ID from AdRoll dashboard
Enable Product catalog sync and Purchase tracking

Features:

Auto-pixel deployment on all WooCommerce pages
Product catalog feed generation at /adroll-product-feed.xml
Purchase conversion tracking with WooCommerce order data
Category-based audience segmentation
Support for WooCommerce Subscriptions and Memberships

Manual WordPress Integration

For custom WordPress themes without WooCommerce:

// functions.php - Add AdRoll pixel to header
function add_adroll_pixel() {
  ?>
  <script type="text/javascript">
    adroll_adv_id = "<?php echo esc_js(get_option('adroll_adv_id')); ?>";
    adroll_pix_id = "<?php echo esc_js(get_option('adroll_pix_id')); ?>";
    // ... rest of pixel code
  </script>
  <?php
}
add_action('wp_head', 'add_adroll_pixel');

// Track conversions on form submissions
function adroll_form_conversion() {
  if (is_page('thank-you')) {
    ?>
    <script>
      adroll.track("purchase", {
        conversion_value: <?php echo get_query_var('amount'); ?>,
        currency: "USD"
      });
    </script>
    <?php
  }
}
add_action('wp_footer', 'adroll_form_conversion');

BigCommerce Integration

Setup process:

In AdRoll dashboard: Integrations → BigCommerce → Connect Store
Enter your BigCommerce store URL and authorize API access
AdRoll installs tracking scripts automatically via BigCommerce's Script Manager
Product catalog syncs via BigCommerce Catalog API

Automatic features:

Pixel injection on all storefront pages
Product feed sync with variants, pricing, images
Purchase tracking with order value and product SKUs
Cart abandonment tracking from checkout API
Customer profile sync (hashed emails)

Custom event tracking: Use BigCommerce's Script Manager for additional events:

// Script Manager → Create Script → Footer
// Track category browsing
if (window.BCData && BCData.category_id) {
  adroll.track("pageView", {
    segment_name: "category_" + BCData.category_id
  });
}

Magento Integration

Magento 2.x Extension

Installation:

# Via Composer
composer require adroll/magento2-extension
php bin/magento module:enable AdRoll_Pixel
php bin/magento setup:upgrade
php bin/magento cache:flush

Configuration:

Admin → Stores → Configuration → AdRoll → Pixel Settings
Enter Advertiser ID and Pixel ID
Enable Product Catalog Sync and set sync frequency (hourly/daily)
Configure Conversion Tracking for orders, cart adds, and leads

Features:

Full page tracking with pixel auto-injection
Real-time product catalog export via Magento's product API
Multi-store support with separate pixels per store view
Purchase tracking with order attributes (coupon codes, shipping method)
Customer segmentation by Magento customer groups

CRM & Email Platform Integrations

Salesforce Integration

Setup:

AdRoll dashboard → Integrations → Salesforce → Connect
Authorize AdRoll to access Salesforce objects (Leads, Contacts, Opportunities)
Map email fields for audience building
Configure sync frequency (hourly, daily, real-time)

Use cases:

Build retargeting audiences from Salesforce Lead/Contact lists
Sync conversion data back to Salesforce Opportunities
Create lookalike audiences from high-value customer segments
Exclude current customers from prospecting campaigns

Field mapping:

// AdRoll syncs these Salesforce fields:
- Email (required, hashed for privacy)
- Lead Status → Audience segment
- Opportunity Stage → Conversion funnel
- Account Industry → Demographic targeting
- Custom Fields → Advanced segmentation

HubSpot Integration

Connection process:

AdRoll → Integrations → HubSpot → Authenticate
Select contact lists to sync (static or active lists)
Enable bi-directional sync to send AdRoll engagement back to HubSpot

Capabilities:

Sync HubSpot contact lists to AdRoll audiences
Track ad engagement in HubSpot contact timelines
Attribute conversions to HubSpot lifecycle stages
Build suppression lists from HubSpot customer segments

Mailchimp / Klaviyo

Email list sync:

Connect via Integrations → Email Platforms
Import email lists as matched audiences (hashed)
Create lookalike audiences from engaged subscribers
Suppress active customers from acquisition campaigns

Conversion tracking: Send AdRoll conversions back to email platforms:

// Track email-driven purchases in AdRoll
adroll.track("purchase", {
  order_id: "ORD-456",
  conversion_value: 75.00,
  source: "klaviyo_campaign_id_123" // Track email attribution
});

Customer Data Platform (CDP) Integrations

Segment Integration

AdRoll supports Segment for server-side event forwarding:

Setup:

In Segment workspace: Destinations → AdRoll → Configure
Enter Advertiser ID and Pixel ID
Map Segment events to AdRoll conversion events

Event mapping:

// Segment standard events → AdRoll
analytics.track("Product Viewed", {
  product_id: "SKU-001",
  name: "Widget",
  price: 49.99
}); // → adroll.track("pageView", {...})

analytics.track("Order Completed", {
  order_id: "ORD-789",
  revenue: 150.00
}); // → adroll.track("purchase", {...})

Benefits:

Server-side tracking reduces ad blocker impact
Single source of truth for event taxonomy
Privacy controls via Segment Protocols
Replay historical data for audience building

mParticle Integration

Configuration:

mParticle → Connections → AdRoll → Add
Enter API credentials from AdRoll dashboard
Map commerce events and user attributes

Data forwarding:

Real-time event streaming to AdRoll
User profile enrichment with mParticle IDSync
Cross-device identity resolution
GDPR consent management integration

Tealium Integration

Installation:

Tealium iQ Tag Management → Add Tag → AdRoll Pixel
Configure Advertiser ID and Pixel ID
Set load rules (fire on all pages or specific events)
Map data layer variables to AdRoll event properties

Data layer mapping:

// Tealium data layer → AdRoll
utag.view({
  product_id: "SKU-001",
  product_price: 49.99,
  page_type: "product"
});
// Maps to: adroll.track("pageView", {product_id: "SKU-001", ...})

Facebook & Instagram

Audience sync:

AdRoll automatically creates Custom Audiences in Facebook Ads Manager
Website visitor segments sync hourly
Email list matches sync with SHA-256 hashing
Lookalike audiences built from high-value converters

Setup:

AdRoll → Channels → Facebook → Connect Ad Account
Authorize AdRoll to manage Custom Audiences
Select audience segments to sync
Enable automatic updates for evergreen campaigns

Conversion API integration: AdRoll sends purchase events to Facebook CAPI:

// Purchase tracked in both AdRoll and Facebook CAPI
adroll.track("purchase", {
  order_id: "ORD-123",
  conversion_value: 99.99,
  fb_event_id: "unique_event_id" // Deduplication
});

TikTok Integration

TikTok Ads connection:

AdRoll → Integrations → TikTok → Link Account
Authorize audience sharing with TikTok Ads Manager
Sync website visitor segments to TikTok Custom Audiences
Create lookalike audiences from converters

Data Warehouse & BI Integrations

Google BigQuery

Export AdRoll performance data to BigQuery:

Setup:

AdRoll → Integrations → Data Export → BigQuery
Authenticate with Google Cloud project
Select dataset and configure export frequency (daily)

Exported data:

Campaign performance (impressions, clicks, conversions)
Audience segment membership
Conversion attribution with source/medium
Cost and ROAS metrics

Amazon S3

Automated data export:

AdRoll → Integrations → S3 Export → Configure
Enter S3 bucket name and IAM credentials
Choose export format (CSV, JSON, Parquet)
Set schedule (hourly, daily, weekly)

Use cases:

Feed AdRoll data into Snowflake or Redshift
Build custom attribution models in Python/R
Combine with CRM data for lifetime value analysis

API & Webhook Integrations

AdRoll API

Programmatic access to AdRoll data and campaign management:

Authentication:

# Generate API key in AdRoll dashboard: Settings → API Access
curl -H "Authorization: Bearer YOUR_API_KEY" \
  https://services.adroll.com/api/v1/advertisable/YOUR_ADV_ID/campaigns

Common API use cases:

Automate campaign creation and budget updates
Fetch performance reports for custom dashboards
Upload audience segments via CSV
Pause/resume campaigns based on inventory levels

Documentation: https://developers.adroll.com/docs/api

Webhooks

Receive real-time conversion events:

Setup:

AdRoll → Integrations → Webhooks → Add Endpoint
Enter your webhook URL (must be HTTPS)
Select event types (purchase, lead, add_to_cart)
Save webhook secret for signature verification

Webhook payload example:

{
  "event": "purchase",
  "advertiser_id": "YOUR_ADV_ID",
  "timestamp": "2025-12-24T10:30:00Z",
  "order_id": "ORD-999",
  "conversion_value": 150.00,
  "currency": "USD",
  "products": [
    {"product_id": "SKU-001", "quantity": 2, "price": 75.00}
  ]
}

Integration Best Practices

Security & Privacy

Hash PII: AdRoll auto-hashes emails; never send plain SSNs or credit cards
GDPR compliance: Use AdRoll's consent management integration with OneTrust/CookiePro
API key rotation: Rotate keys every 90 days and store in secrets manager
Webhook verification: Always validate webhook signatures before processing

Performance Optimization

Lazy load pixels: Defer AdRoll pixel until after critical content loads
Batch events: Use server-side integrations (Segment) to reduce client-side load
CDN caching: AdRoll's pixel CDN auto-optimizes; no action needed
Test mode: Use AdRoll's test advertiser IDs during development

Monitoring & Troubleshooting

Pixel health: Check AdRoll dashboard → Pixel Status for firing issues
Event debugger: Use browser console to verify adroll.track() calls
Integration logs: Review Shopify/WooCommerce plugin logs for sync errors
Support channels: Email integrations@adroll.com for platform-specific issues

Next Steps

Setup & Implementation - Deploy AdRoll pixel and configure tracking
Troubleshooting & Debugging - Fix pixel, audience, and integration issues
Event Tracking - Configure custom conversion events

Integration Overview

Core Integration Types

AdRoll Pixel Integration

Base Pixel Installation

Conversion Tracking

Product Catalog Sync

Shopify Integration

Native Shopify App

Advanced Shopify Configuration

WooCommerce & WordPress

WooCommerce Plugin

Manual WordPress Integration

BigCommerce Integration

Magento Integration

Magento 2.x Extension

CRM & Email Platform Integrations

Salesforce Integration

HubSpot Integration

Mailchimp / Klaviyo

Customer Data Platform (CDP) Integrations

Segment Integration

mParticle Integration

Tealium Integration

Social Platform Integrations

Facebook & Instagram

TikTok Integration

Data Warehouse & BI Integrations

Google BigQuery

Amazon S3

API & Webhook Integrations

AdRoll API

Webhooks

Integration Best Practices

Security & Privacy

Performance Optimization

Monitoring & Troubleshooting

Next Steps