Key takeaways
- 3 minutes — time to create and set up an AdRoll pixel.
- Cross-platform retargeting — impressions on Facebook, Google, Instagram, and other networks.
- Simple setup — one code for all AdRoll campaigns.
AdRoll pixel: cross-platform retargeting
The AdRoll pixel is JavaScript that tracks visitor behavior and builds audiences for retargeting. The main advantage is serving ads across multiple platforms at once: Facebook, Instagram, Google Display Network, and others.
AdRoll uses machine learning to optimize campaigns and find effective audiences — convenient for small and mid-size businesses that need results without complex manual setup.
What the AdRoll pixel can do
- Tracks site visitors for retargeting
- Creates audiences based on behavior
- Works on major ad platforms
- Optimizes impressions with AI
- Tracks conversions and ROI
- Supports dynamic ads for e-commerce
Creating an AdRoll pixel
Good to know: the pixel is created automatically at sign-up. You need to find the code and install it. The account has unique Advertiser ID and Pixel ID values.
Sign in to AdRoll
Go to app.adroll.com and sign in to your account.
Find the pixel code
Open Audiences → Website Visitors → Install Pixel — the ready-made code is there.
Copy the pixel ID
In the code, find adroll_adv_id and adroll_pix_id — these are the IDs for ClikBy integration.
Example IDs
Pixel ID: GHI789JKL012
Format for ClikBy: ABC123DEF456-GHI789JKL012
Add these IDs in ClikBy settings to automatically track clicks on smart links.
Sample pixel code
adroll_adv_id = "ABC123DEF456";
adroll_pix_id = "GHI789JKL012";
(function () {
var _onload = function(){
if (document.readyState && !/loaded|complete/.test(document.readyState)){
setTimeout(_onload, 10); return;
}
if (!window.__adroll_loaded){
__adroll_loaded=true; setTimeout(_onload, 50); return;
}
var scr = document.createElement("script");
var host = (("https:" == document.location.protocol) ?
"https://s.adroll.com" : "http://a.adroll.com");
scr.setAttribute('async', 'true');
scr.type = "text/javascript";
scr.src = host + "/j/roundtrip.js";
((document.getElementsByTagName('head') || [null])[0] ||
document.getElementsByTagName('script')[0].parentNode).appendChild(scr);
};
if (window.addEventListener) {
window.addEventListener('load', _onload, false);
} else {
window.attachEvent('onload', _onload);
}
}());Usage scenarios
Cross-platform retargeting
Show ads to visitors across Facebook, Google, Instagram, and other networks from one panel.
Display advertising
Create banners and run them on Google Display Network and AdRoll partner networks.
Social networks
Run retargeting on Facebook and Instagram without separate campaigns on each platform.
Unified analytics
Combined reports across all channels in one place, with automatic ROI calculation.
Creating audiences in AdRoll
After install, the pixel starts collecting data. You can create different audience types:
- Website Visitors — all visitors over a period
- Page Visitors — visitors of specific pages
- Converters — users who completed a target action
- Cart Abandoners — added to cart but did not buy
- Lookalike Audiences — similar to your best customers
- Custom Audiences — based on email lists
Audience setup
Open the Audiences section
In the AdRoll panel: Audiences → Create New Audience.
Choose the audience type
Site visitors, visitors of specific pages, or custom lists.
Configure the parameters
Specify the URL, time window, and inclusion rules.
Minimum requirements: campaigns need at least 100 users in the audience. For stable delivery, 1000+ is better.
AdRoll best practices
Setup and optimization
- Verify the install: use AdRoll Pixel Assistant
- Set up conversions: track key actions
- Use exclusions: don’t show ads to people who already bought
Effective campaigns
- Strong creatives: clear, vivid images
- Personalization: relevant products and offers
- A/B testing: compare creatives and audiences
ClikBy integration
- Simple setup: add Advertiser ID and Pixel ID in settings
- UTM tags: use parameters for sources
- Cross-channel analytics: compare with other channels
Compliance
- Privacy policy: notify users about data collection
- Cookie consent: obtain user consent
- Content quality: follow platform ad policies
Совет: AdRoll is especially strong in e-commerce thanks to dynamic ads with products the user viewed on the site.