AdRoll Destination

Segment makes it easy to send your data to AdRoll (and lots of other destinations). Once you've tracked your data through our open source libraries we'll translate and route your data to AdRoll in the format they understand. Learn more about how to use AdRoll with Segment.

Segment- AdRoll customers are automatically opted-in to allow AdRoll to store and use hashed versions of email addresses to improve AdRoll’s service.

Our Adroll destination code is open-source on GitHub if you want to check it out.


Important: On any page in which you’d like to send events to AdRoll, you must be sure to make a page call, otherwise your other events (track, identify) won’t ever get sent to AdRoll. Page calls are included in the analytics.js snippet, so by default you should be fine, unless you’ve manually removed the page call from your analytics.js snippet.


As with all destinations, you’ll use identify to set a userId. Once a userId is set we will pass it to Adroll each time a track call is made. If you pass an email trait, we’ll send that to AdRoll by setting window.adroll_email to that value.


In order to send your track calls to AdRoll for segmenting your users, get started by creating a new segment in their interface, copying the “Segment ID”, and pasting that following a + into the URL rule field.

Map your client-side analytics.js event names to the corresponding AdRoll “Segment ID” in our destination settings pane.

We’ll fire the correct pixel accordingly to put the user into that segment whenever they trigger the event you’ve chosen. Note that you will still need to map semantic events like Viewed Product, Added Product, and Order Completed.

Then, inside Adroll you can create a segment of all users doing any of those events by adding a “+” to the segment name and adding it in the URL field, like this:

Conversion Value

When you include an event property labeled revenue it will be tracked to Adroll as adroll_conversion_value.


When you send Order Completed event with properties.currency, we will send that as adroll_currency.

Order ID

If you send a Order Completed event with properties.orderId, we will send that as order_id.

Product ID

If you send a Viewed Product or Added Product with we will map it as product_id.

Legacy: Named Segments

Prior to rolling out Segment ID’s, AdRoll allowed “named segments”. If your account was created prior to 2015, then the track events you send from the browser via our track method will be passed on to Adroll as adroll_segments with the segment being the snake-cased event name.


Script unverified or undetected by third-party tool

Many times this is a limitation on the tool’s detection process, where the detector is looking for a specific HTML element on your page. Our client side analytics.js library asynchronously loads the tool’s library or pixel onto the page. As such, the detection fails.

In order to confirm that the tool’s library or pixel is actually loaded onto the page, you can open up the javascript console and go to the network tab when the page is loading.

Checking network tab to see if script loads

If the script isn’t loading, check that any form of ad blocker is disabled.

Supported Sources and Connection Modes

📱 Device-based
☁️ Cloud-based

To learn more about about Connection Modes and what dictates which we support, see here.


Segment lets you change these destination settings via your Segment dashboard without having to touch any code.


Advertiser ID

You can find your Advertiser ID in your AdRoll dashboard by clicking the green or red dot in the lower-left corner. In the Javascript snippet, the Advertiser ID appears as adroll_avd_id = 'XXXXXXX' on line 2. It should be 22 characters long and look something like this: WYJD6WNIAJC2XG6PT7UK4B.


AdRoll allows you to create a Segment Name and ID for conversions events. Use this mapping to trigger the AdRoll Segment ID (on the right) when the Event Name (on the left) is passed in a Track method.

Pixel ID

You can find your Pixel ID in your AdRoll dashboard by clicking the green or red dot in the lower-left corner. In the Javascript snippet, the Pixel ID appears as adroll_pix_id = 'XXXXXXX' on line 3. It should be 22 characters long, and look something like this: 6UUA5LKILFESVE44XH6SVX.

If you have any questions or see anywhere we can improve our documentation, please let us know or kick off a conversation in the Segment Community!