RollWorks Audiences Overview Guide

What are Audiences?

An audience refers to a grouping of people or accounts based on their behavioral traits, attributes (such as industry, job title, etc), or events (such as website visits, intent, etc), and forms a basic building block for marketers’ engagement needs.


What type of Audiences can I define in the RollWorks platform?

In the RollWorks platform you can define three different types of Audiences:



Account Lists

Account Lists are lists and groups of companies that align with your Ideal Customer Profile and you wish to target. Your Account Lists can be created by combining data from RollWorks, HubSpot, and Salesforce. Account Lists are the foundation of your Account-Based Marketing program. Account Lists can be organized and broken down more granularly using Account Groups.

Click here to learn more about Account Lists and Account Groups.


Contact Audiences

Contact audiences are email addresses you have collected and RollWorks matches to browser cookies so that we can display ads to these known contacts. Contact Audiences can be:

  • Uploaded as CSV manually to RollWorks
  • Dynamically synced via:
      • Salesforce
      • Marketo
      • HubSpot
      • or API

Click here to learn more about how to create Contact Audiences.


Website Audiences

After connecting your site to RollWorks by placing the RollWorks Pixel on your website, we will start capturing your visitor data to turn into website audiences. Website audiences are groupings of your website visitors that you can segment and organize to understand their behavior and include in engagement strategies.

Click here to learn more about how to create your own Website Audiences.


The following are the types of Website Audiences that you can create in RollWorks:

    • URL-based Audiences segment your website traffic based on pages your visitors browse.
    • Pages Viewed-based Audiences segment your website traffic based on a minimum number of pages they viewed while on your website. 
    • Event-based Audiences segment your website traffic based on an event triggered by a visitor, such as a button click, that does not result in a change in URL
    • Fixed Audiences segment your website when your website’s URL structure does not allow for defining audiences based on specific URLs/URL patterns.
    • Impression-based Audiences segment your audience based on a minimum number of impressions served.
    • Composite Audiences are any combination of the above audiences.
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