Fixed Website Audience Guide

What are fixed Website Audiences

After connecting your site to RollWorks by placing our Pixel on your website, we will start capturing your visitor data to turn into Website Audiences.

Fixed audiences segment your website when your website’s URL structure does not allow for defining audiences based on specific URLs/URL patterns. To create this type of audience, you have to add a piece of code to your website HTML.

When to use a fixed website audience:

  • iFrames
  • Pages whose URL does not contain unique identifiers
  • Certain container tags
  • Track conversions

Keep in mind that your website visitors will be added to the Website Audiences you define as soon as the RollWorks Pixel loads. If a visitor leaves your website before the Pixel loads, the visitor will not be added to your Website Audience. The most common reasons why a visitor is not added to a Website Audience are:


Who can access

Access to create a Fixed Website audiences is available in with all RollWorks packages.

Your Package Fixed Website Audiences
Standard Advertising Included
Advanced Advertising Included
ABM Included
ABM with Advanced Advertising Included
Starter (Legacy) Included
Standard (Legacy) Included
Professional (Legacy) Included
Ultimate (Legacy) Included
Free Tier Included

To find your current subscription, log in to RollWorks and navigate to Settings > Billing > Plans & Usage.


Create Fixed Website Audiences

Step 1: In RollWorks, create a URL Visited Audience:

  • Login to RollWorks and navigate to 'Audiences' > 'Website Audiences'
  • Select 'Create Website Audience'


  • Select 'Audience Type' = 'URL Visited'
  • Click 'Copy ID to Clipboard' to copy the unique segment ID to be used as the URL rule placeholder.
  • Paste the segment ID under 'URL Visited matches [  ]'
  • Enter your desired 'Audience Name
  • Enter your desired Audience Duration (in days) under 'How long to keep a person in this audience'. If you aren't sure, learn more in our Audience Duration article.
  • Only if this audience is a Conversion Audience, check the box labeled 'This is a conversion audience'. If you aren't sure, learn more in our Conversion Audiences Guide.
  • Click 'Create Audience'



Step 2: Create an Audience Pixel JavaScript snippet code

  • Create the following script to tie the pages you choose to your Fixed Audience:
<script type="text/javascript">
  adroll_segments = "segment_ID";
  • Replace segment_ID in red with the unique ID generated in RollWorks in the prior step of this guide. Your Audience Pixel will look similar to this:
<script type="text/javascript">
 adroll_segments = "1ebeeac5";
  • Add the audience pixel to the HTML code of the specific website page(s) you want to track through this Fixed Audience. This code should be added immediately after your RollWorks Pixel but before the closing </body> tag.
  • Adding the Audience Pixel to your HTML code will activate your audience pixel.



  • Ensure that your RollWorks Pixel is active and fires on every page of your website. Your RollWorks Pixel can only detect activity on a page if it is active on that page. Learn more about how to troubleshoot your Pixel in this article.
  •  Verify that you added the correct Audience ID to your Audience Pixel javascript snippet code.
      • Go to 'Identify' > 'Ad Audiences' and find the audience that isn't populating.
      • Click 'Copy ID to Clipboard' to copy the unique ID that identifies this Audience.
      • Find your Audience Pixel in the HTML code of your website page(s) and paste the ID after adroll_segments:
<script type="text/javascript">
  adroll_segments = "segment_ID";
  • Verify if the Audience Pixel is capturing audiences properly: Use our Chrome Extension PixelPal to view if the Audience Pixel is firing correctly while you visit the pages that are part of your Fixed Website Audience.

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