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).
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.
If references/learnings.md exists, read it first for accumulated knowledge.
Ask the user:
What area of AdRoll do you need help with?
What's your business type?
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.
If the request maps to a specialized skill, route:
/sales-b2b-advertising/sales-retargeting/sales-email-marketing/sales-audience-growth/sales-integration/sales-deliverabilityOtherwise, answer directly using the platform reference below.
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.
<head> tag across all pages. The pixel tracks visitor behavior — pages viewed, products browsed, cart activity, and conversions.| 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.
Full API reference: See
references/adroll-api-reference.mdfor 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:
Best-effort from research — review these, especially items about plan-gated features and integration gotchas that may be outdated.
Pixel must be on ALL pages — not just product pages. AdRoll needs full site coverage to build accurate visitor profiles and attribute conversions. Missing the pixel on checkout/confirmation pages means lost conversion data.
Dynamic retargeting requires a product feed — if your ecommerce integration isn't syncing properly, dynamic ads will show generic creative instead of product-specific ads. Check product feed status in AdRoll dashboard → Ecommerce.
Minimum audience size — AdRoll requires a minimum number of matched users to run campaigns (typically 100-500 depending on channel). New sites with low traffic may need to wait before launching retargeting.
RollWorks is separate from AdRoll — despite being under the same parent company (NextRoll), RollWorks has separate pricing, login, and feature sets. Don't confuse consumer AdRoll features with B2B RollWorks features.
CTV and DOOH are plan-gated — connected TV advertising requires Ads Plus ($36/mo) or higher. DOOH requires Advanced (annual contract). Don't plan campaigns around these channels on the pay-as-you-go plan.
Email retargeting is not email marketing — AdRoll email sends are retargeting-focused (triggered by website behavior), not broadcast email campaigns. For full email marketing, use a dedicated ESP and hand off: "This is an email marketing strategy question — run: /sales-email-marketing {your question}".
Attribution overlap with other ad platforms — if you're running Google Ads, Meta Ads, and AdRoll simultaneously, each platform will claim credit for overlapping conversions. Use a third-party attribution tool or compare incrementally.
references/learnings.md with today's date./sales-retargeting — Retargeting strategy across all platforms (not just AdRoll)/sales-b2b-advertising — Account-based B2B advertising strategy (covers RollWorks alongside Demandbase, 6sense, Terminus)/sales-email-marketing — Email marketing strategy (for email campaigns beyond AdRoll's retargeting emails)/sales-audience-growth — Grow your email/subscriber list (AdRoll retargeting as a list-growth channel)/sales-integration — Connect AdRoll to other tools (CRM sync, webhooks, Zapier)/sales-deliverability — Email deliverability (if AdRoll email retargeting has delivery issues)/sales-funnel — Funnel strategy (AdRoll fits into retargeting stage of funnel)/sales-checkout — Checkout optimization (reducing cart abandonment that feeds retargeting)/sales-do — Not sure which skill to use? The router matches any sales objective to the right skill. Install: npx skills add sales-skills/sales --skills sales-doUser says: "I just launched a Shopify store and want to retarget visitors who didn't buy. How do I set up AdRoll?" Skill does: Walks through Shopify app installation, pixel verification, automatic product feed sync, creating "All visitors" and "Cart abandoners" audiences, setting up dynamic retargeting with product-specific ads, and recommending a $15/day starting budget with converters excluded. Result: User has a working retargeting campaign driving visitors back to complete purchases.
User says: "We use HubSpot and want to run display ads against our target account list. Is RollWorks the right tool?" Skill does: Explains RollWorks as the ABM-focused arm of NextRoll with deep HubSpot integration. Covers syncing HubSpot company lists to RollWorks audiences, creating account-based display campaigns, and viewing account engagement data back in HubSpot. Notes that RollWorks pricing is separate from AdRoll consumer plans. Result: User understands the RollWorks-HubSpot workflow and can evaluate if it fits their ABM needs.
User says: "I want to run AdRoll retargeting across display, social, and connected TV. What plan do I need?" Skill does: Explains that CTV requires Marketing & Ads Plus ($36/mo) or higher. Recommends starting with display + social retargeting on the base plan, validating ROAS, then upgrading to add CTV for brand awareness. Covers cross-channel budget optimization and attribution settings. Result: User has a phased plan for cross-channel retargeting with clear plan requirements.
Symptom: AdRoll dashboard shows zero or very low visitor counts
Cause: Pixel not installed correctly, blocked by ad blockers, or placed after page load
Solution: Verify pixel is in the <head> tag (not <body>). Check with AdRoll Pixel Helper Chrome extension. Ensure no Content Security Policy (CSP) headers are blocking the pixel domain. Note: ad blockers will prevent some visitors from being tracked — this is normal (expect 15-30% loss).
Symptom: Retargeting ads show your brand but not the specific products visitors viewed Cause: Product feed not synced or not matching product URLs Solution: Check Ecommerce → Product Feed in AdRoll dashboard. Ensure product URLs in the feed match the actual product page URLs on your site. For Shopify, disconnect and reconnect the integration. For manual feeds, verify CSV/XML format and re-upload.
Symptom: Spending budget but not seeing enough conversions Cause: Audience too broad, frequency too high, or creative fatigue Solution: Narrow audience to high-intent segments (cart abandoners > product viewers > all visitors). Check frequency — if above 5 impressions/day, reduce cap. Rotate creative every 2-3 weeks. Ensure conversion tracking is correctly firing on purchase confirmation page. Exclude recent purchasers.