Basic URL segments—based on specific pages users visited on your website—are easy to build, and a simple way to organize user intent to deliver targeted ads. But there may be certain cases in which your website doesn’t cater to URL segmentation, or you want to target prospects based on parameters outside of specific pages viewed.

Perhaps your website doesn’t have differentiated product pages, or your web structure doesn’t allow for URL segmentation. Here are three advanced segmentation strategies you can use to get the most out of your first-party data:

1. Fixed segments. A fixed segment is fixed to a page or pages of interest. These work especially well to track conversions. Fixed segments function in much the same way as URL segments, but come in handy in situations where basic URL segmentation is impossible. Particularly, when dealing with iFrames, pages whose URLs don’t contain unique identifiers, or container tags.  

You can create fixed segments in the AdRoll dashboard that define either a type of interest (e.g., specific products viewed) or represent a completed goal. Once you’ve decided on your segments, you’ll have to place a short line of script onto the page(s) of interest. This pixel fixes the segment to the page so your audience segments will start populating as users browse your site.

Visit our support center for a step-by-step guide on how to set up fixed segments.

Form fill box that doesn't change the page URL structure.

Form fill box that doesn’t change the page URL structure.

2. Event segments. Create an event segment to track users that take click-triggered actions on your website. This is useful if there are buttons on your site that trigger an event but do not change the URL structure. For example, say your interest button opens a form fill box, but the the page URL doesn’t change. You can’t track this new segment through basic URL segmentation, but you can by setting up an event pixel.

You can also use event segments to track users that click a button on your site that directs to another page that does not contain the AdRoll pixel. Perhaps your “Register Now” button takes users to another site to sign up or purchase tickets. You still want to target those users who’ve demonstrated high-intent, but can’t place your pixel on the third party’s site. 

A user clicks a button on your site which directs to another page without AdRoll pixel.

A user clicks a button on your site which directs to another page without the AdRoll pixel.

As with the fixed pixel, you’ll need to place an event pixel with unique segment ID that will tie to the event in question, and fire when an action takes place. Click here for details on how to set up an event segment in AdRoll.

3. Pages viewed segment. If you want to retarget users based on the total number of pages they visited, regardless of how those pages are related, you can create a pages viewed segment. This populates based on a minimum number of pages viewed within a 30 day window, giving you a high-intent audience segment not fixed to any particular page.

Pages viewed segments are easy to create and don’t require any additional pieces of code—simply set your segment rule to the minimum number of pages a visitor must view to qualify, and the number of days you want them to remain active.

Makes sense? Learn more about audience segmentation, and best practices for retargeting at every stage of the funnel, in our Next Level Retargeting Guide.