An effective segmentation strategy is essential for your digital marketing. By grouping target audiences by segment, advertisers can easily setup intent-based campaigns, messaging to consumers based on their unique demonstrated interests. Segmentation paves the way for personalized product ads to shopping-cart abandoners, or general branding ads to homepage bouncers.

A conversion segment is one of the single most important segments you should create. A conversion segment includes all users who landed on a conversion page. Without one, you won’t be able to measure performance, or move these high-intent users into loyalty, cross-sell, or upsell campaigns.

A conversion segment allows you to see whether your retargeting ads are actually leading your customer to complete the desired action on your website. Are they buying your products, downloading a white paper, or filling out that lead form?

Building a conversion segment for your AdRoll campaign is fairly simple:

1. Identify the URL that appears on the last page a consumer see once they have completed a purchase .Screen Shot 2015-08-24 at 9.12.13 AM


Screen Shot 2015-08-24 at 9.17.42 AM2. Set up your segment. Once you‘ve identified the URL of the conversion page (the page that appears after a desired action has been completed), grab the most unique part of that string: this is usually something like “thank_you,” “success,” or “order_complete”. Enter this value into the AdRoll dashboard where it says “TRACK CONVERSIONS”.



3. Name your segment, and set the duration by number of days to keep an individual user in the segment. Screen Shot 2015-08-24 at 9.20.11 AM


4. Make sure your pixel is firing correctly. Wait 24 hours or so, then double check to make sure that the pixel is firing correctly on the conversion page and that the dashboard is collecting users. The conversion segment on the Visitor Data portion of our dashboard shows how many visitors have been to your conversion page, regardless of whether a consumer clicked on an ad or converted organically.Screen Shot 2015-08-24 at 9.29.51 AM


5. Monitor performance. To see how many conversions you’ve generated from a specific campaign, click into the Campaigns tab and scrolling down to the portion that says “Conversions.”

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If your website doesn’t have a traditional URL structure, or your conversion page doesn’t have a unique URL to separate it from a cart or campaign landing page, our Delight team can provide a unique event pixel to track conversions. You can find more information on the advanced non-URL based segmentation here.

Segments are critical to the success of campaigns, which is why setting up a new segment is the first step when setting up your AdRoll campaign. Segments are one of the most powerful tools that an advertiser holds that can unlock superior performance.

Login to your AdRoll dashboard, or sign up for an account to try setting up a conversion segment!