Conversion Audiences Guide

What is a Conversion Audience?

A conversion audience (also referred to as form fill completion pages) tracks the visitors that reach a page on your site that consider a successful B2B conversion.

Some examples of B2B conversion pages are:

  • A thank you page shown to your visitor after requesting a demo.
  • A confirmation page shown to your visitor after submitting any form.
  • A thank you page shown to your visitor after downloading a piece of gated content, such as a white paper. 

📝  We strongly recommend that you create a Conversion Audience in RollWorks for any lead generation form that exists on your website.

RollWorks will determine when your visitors convert based on how you define your conversion audiences in your account. Defining your Conversion Audiences in RollWorks is a critical step to the success and correct measurement of your ABM program.


 Defining your Conversion Audiences carefully will allow you to:

    • Better understand the consumer journey on your site.
    • Collect information on users that complete your 'form fill completion pages'
    • Target users after they have already taken action on your site with specific messaging appropriate to prospects that are further down the funnel
    • Suppress users that have already taken an action on your site from certain campaigns.


What are the most common B2B conversions pages?

    • The confirmation page after a visitor signs up for a trial or subscription for your product.
    • The thank-you page after a visitor requests a demo of your product.
    • The confirmation pages after a visitor download a piece of content by submitting a form with their contact information. For example a white paper, guide, or report.
    • The thank-you pages after a visitor submits a request to speak to your sales team.
    • Booking a meeting through live chat.
    • Completing a registration for an online or in-person event, such as a webinar or a conference.

What is the difference between high-value pages and conversion pages?

  High-value pages Conversion pages

What are they?

High-value pages are the landing pages where your visitor is called to complete an action prior to seeing the confirmation page that results from filling out a form fill.

For example:

  • The landing page where a visitor fills out a demo request
  • The landing page where a visitor can fill out a form to download a white paper.
  • Your pricing page

Conversion pages (also called form-fill completion pages) are the confirmation pages shown to your visitors after they successfully submit a form fill.

For example:

  • A thank you page after requesting a demo
  • A confirmation page after downloading a white paper

Sample URL

When to use them?

You will use high-value pages to create Website Audiences so that you can track when visitors move down the funnel and customize your message when serving them ads.

You will use conversion pages to create Conversion Audiences in the RollWorks platform so that you can measure how successful your campaigns are.


The image below shows our high-value page where the visitor is called to request a demo:



The image below shows the conversion page (also known as form fill completion page). This is the thank you page where the visitor is directed to after completing the demo form submission:




How do I create a Conversion Audience in RollWorks?

Before you start you must place the RollWorks Pixel on the header of your website, ensuring that it fires on every page of your site. Your RollWorks Pixel is the key to tracking your site activity, including conversions.

The most common way to define a conversion audience is by creating a URL-based Audience and then checking the box that reads 'This is a conversion audience'.

Follow the instructions below for detailed steps to create your Conversion Audience:

  • Log in to the RollWorks platform: 
  • Go to 'Audiences' > 'Website Audiences' > 'Create New Audience'


  • Select 'Audience Type' = 'URL Visited' and enter the thank you/confirmation URL page
  • Type the desired 'Audience Name'
  • Mark the checkbox 'This is a conversion audience'
  • Select the Lead Type from the options available in the dropdown. You can then view Lead Type reporting in RollWorks reports. 
        • 'Content Download'
        • 'Webinar Registration'
        • 'Demo Request'
        • 'Contact Us'
        • 'Sign Up'
        • 'Other Lead Type'
  • Enter 'How long to keep a person in this audience?'. If you are unsure how many days to keep your visitors in your audience, read this article about how to set your Audience Duration
  • Click 'Create Audience' Screen_Shot_2021-10-11_at_5.10.25_PM.png


How do I create a conversion Audience if my website does not use 'thank you' confirmation pages?

If your company does not use 'thank you' confirmation pages after a form fill is submitted by a visitor, you can use an Event-based Audience to define your Conversion Audience.


📝   We only recommend using Event-based audiences if you do not use 'thank you' pages. This means that after your visitors click the button to submit they are not directed to a thank you/confirmation page.


Event-based audiences are based on an action triggered by your visitor in your website, for example:

Example 1:

A visitor clicks the button to initiate the process to schedule a demo.

If you define your conversion in this way, the RollWorks platform will count a conversion any time a visitor clicks the 'Schedule a demo' even if the subsequent form fill is not submitted successfully.


Example 2:

A visitor clicks the button to submit their contact information to request a demo.

If you define your conversion in this way, the RollWorks platform will count a conversion only when the user clicks the 'Submit' button.




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