An overwhelming majority of AdRoll clients use Google Analytics to track and measure performance. Because different analytics tools use different tracking methodologies, it can sometimes be confusing to navigate how your AdRoll campaign data is populating in Google Analytics.

Here are some useful points to keep in mind to make sure that you’re getting the most out of both platforms when analyzing the performance of your AdRoll campaigns:

Assigning Attribution.

Analytics tools track using slightly different methods, resulting in slightly different counts, but typically revealing the same trends. If your dashboards are showing wildly different data, it’s probably because you have varying attribution settings and windows. These are the defaults across AdRoll, AdWords, and Analytics:


There’s a lot to say on what’s the best way to set up your attribution model – download our Attribution whitepaper for a detailed look at best practices by industry.

Tracking campaigns.

To track clicks in Google Analytics, you need to create a tracking url, or utm parameters, that Analytics can identify and associate with a specific campaign. There are several components of the tracking URL that tell GA where and how the visitor reached your website. Some common parameters include:

      1. Traffic source – e.g, website, social channel, etc.
      2. Medium/Traffic type – e.g., retargeting, demand gen., etc.
      3. Campaign – e.g., FBX newsfeed, Mobile web, etc.

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Make sure you’re consistent with the parameters you use and specific about which campaigns are associated, so you can easily monitor and analyze performance by channel.

Filter for AdRoll data in Analytics.

Once you have your UTMs set up, you can easily filter for AdRoll data in Google Analytics to look at the traffic and conversions generated from AdRoll campaigns.

Frequently Solved Questions:

Q: Why can’t we see AdRoll’s performance in our Google Analytics account?

A: As long as utm tags are present on all live ads with utm_source=adroll, you should be able to filter for Adroll conversions. Navigate to: Google Analytics UI >> Conversions >> Multi-Channel Funnels >> Assisted Conversions; click “source” next to Primary Dimension and enter “adroll” into the search bar. 

Q: Conversions in the AdRoll dashboard are higher than in Google Analytics. Are we overtracking in AdRoll?

A: Google Analytics isn’t able to track view-through conversions as a metrics, so these can only be seen in the AdRoll dashboard. Google only considers the last touch in setting attribution, but you can see additional touches by navigating to Conversions >> Multi-channel Funnels >> Assisted Conversions. Contact your AdRoll rep for more details on view-through conversion tracking.

Q: The data doesn’t match up. It looks like Google Analytics is showing more conversions. Any clue why?

A: The default click-through attribution window is six months for Google Analytics, and 30 days for AdRoll. You can modify your AdRoll attribution window by navigating to your Attribution settings. 

For more on using data to drive your marketing strategy forward, check out the Next Level Guide to Retargeting.