# AdRoll Conversions API Destination

> Send server-side conversion events to AdRoll to attribute purchases and leads to your AdRoll ads, build audiences from them, and feed BidIQ optimization.

Source: https://docs.oursprivacy.com/docs/adroll-conversions-api

[Open Destinations in app](https://app.oursprivacy.com/destinations)

Use this page to connect Ours Privacy to **AdRoll** through the AdRoll Conversions and Events API. Each event you forward is attributed to the AdRoll ad click that drove it, can populate AdRoll User Event Audiences for retargeting and suppression, and gives BidIQ the conversions it optimizes toward, even when the browser pixel can't fire.

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## Before you start

* An AdRoll account with an active advertisable.
* A **Server Access Token** for the Conversions and Events API. Ask your AdRoll account representative or AdRoll Customer Support for one. It is different from the Personal Access Token used by other AdRoll APIs.
* Your **Advertisable ID** and **Pixel ID**. AdRoll shares them with the token, and they also appear in the AdRoll pixel code as `adroll_adv_id` and `adroll_pix_id`.
* The [Web SDK](https://docs.oursprivacy.com/docs/web-sdk-javascript) installed on the pages your AdRoll ads link to.

## Setup

1. In Ours Privacy, add the **AdRoll Conversions and Events API** destination.
2. Enter your **Advertisable ID**, **Pixel ID**, and **Server Access Token**.
3. Turn on **Test Mode** while you verify the setup. AdRoll validates each event without adding it to audiences or attribution.
4. Choose your allowed events and rename each one to an AdRoll event type in your mappings.
5. Publish, confirm events in your destination's activity, then turn off **Test Mode** and publish again.
6. In AdRoll, create a User Event Audience for each event you want to target, suppress, or count as a conversion. BidIQ uses a `purchase` event only when a conversion audience exists for it.

## AdRoll click attribution

When someone arrives from an AdRoll ad, the Web SDK captures the AdRoll Click ID (`adct`) from the landing URL and keeps it on the visitor, so a conversion on a later page or visit is still tied to the original click. No code changes are needed.

AdRoll attributes conversions to a click for 30 days. Events from visitors who did not arrive through an AdRoll ad are skipped, because AdRoll has nothing to match them to.

If your site already runs the AdRoll pixel and you save its first-party cookie on the visitor, you can map it to **AdRoll First-Party Cookie** as a second way to match.

## Event types

AdRoll accepts its own event types rather than custom names: `purchase`, `addToCart`, `pageView`, `formFill`, `demoRequest`, etc. The full list is in the mapping UI. Map leads, bookings, and other key outcomes to `purchase` so they count as conversions in AdRoll reporting and BidIQ.

Don't send the same event through both the AdRoll pixel and this destination, or AdRoll counts it twice.

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## A note on eligibility

The AdRoll Conversions and Events API is in open beta, and AdRoll may change what it accepts. AdRoll's data terms restrict sending sensitive categories of personal data, so check AdRoll's current policies before sending events that could reveal health information.

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## Next steps

* [Destinations overview](https://docs.oursprivacy.com/docs/destination-overview)
* [Set up event mappings](https://docs.oursprivacy.com/docs/data-mapping)
* [Web SDK installation](https://docs.oursprivacy.com/docs/web-sdk-javascript)

Need help? Contact [support@oursprivacy.com](mailto:support@oursprivacy.com).