Website Audiences Overview Guide

What are 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 visitors that you can segment and organize to understand their behavior and include in engagement strategies.

The following are the types of Website Audiences that you can create in RollWorks. You can click on any of the Audience types below to learn more about them and how to create them in the RW platform:

Website Audience Type What is it?
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.


Can I segment my Website Audiences?

Yes, you can segment your website Audiences into smaller audiences.

We recommend the following best practices to segment your Website Audiences:

  • Avoid segmenting your audience into too many small segments because it can affect the performance of your campaigns. The larger the audience, the more we can optimize who, where, and when we target your visitors based on user intent signals.
  • If you're new to RollWorks, are unsure of how much traffic your website gets, or don't have a campaign strategy yet—hold off. Install the Pixel and let RollWorks capture your website traffic for 30 days. The RollWorks platform will capture your Website Audiences under 'Visitors to Unsegmented Pages' automatically.


What are Conversions Audiences?

A conversion audience tracks the visitors that reach a page on your site, which you consider a successful conversion page.

Some examples of B2B conversion pages are:

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

To learn more about how to create conversion Audiences in the RollWorks platform, go to this Conversion Audiences Guide for step-by-step instructions.


What is the Audience Duration and how do I change it?

The audience duration is the amount of time that you want to keep a visitor in your defined Website Audience. Each time a new unique visitor comes to your website, your pixel will cookie the visitor and add them to the appropriate Website Audience automatically.

The Audience Duration can be set between 1 to 120 days and can be configured differently for each of your Website Audiences.

📝  We recommend that you use an Audience duration between 30 and 90 days. You may want to take the duration of your sales cycle into consideration when deciding on a duration.

  • Longer durations expose the same ads to the same audience for an extended period of time and can lead to ad fatigue. If you choose a longer duration, you should refresh your ads every four to six weeks.
  • Shorter Audience Duration needs less frequent ad refreshes, as the audience will change more frequently. 


To set the Audience Duration for your Website Audiences:

  • Login to RollWorks and go to 'Audiences' > 'Website Audiences' 
  • Click on an existing Website Audience or Create a new Audience by selecting 'Create Website Audience'
  • Enter your desired Audience Duration (in days) under 'How long to keep a person in this audience'


To define an additional audience duration with the same audience rule:

  • Find the audience segment and click 'New Duration'
  • You will be taken to the audience edit page showing 'Adding another duration for audience_name'
  • Enter your desired Audience Duration (in days) under 'How long to keep a person in this audience'
  • Click 'Create Audience' and you will see the same existing audience created with a new duration

Editing your audience duration is useful if you:

  • Know that your visitors are more likely to convert within a set timeframe.
  • Want to delay offering additional incentive to convert.
  • Have a campaign strategy that requires you to control the timing of when your target audience sees your ad. 


What are 'Current Audience Size' and 'Unique Visitors'?

'Current Audience Size' and 'Unique Visitors' are two metrics displayed in the RollWorks Platform under 'Audiences' > 'Website Audiences' > 'Site Audiences' that will help you understand your website visitor behavior based on how you define and organize your audiences.



Current Audience Size

The number of visitors tracked in an audience based on the number of days you have defined for your Audience Duration. This is the total number of visitors who can be targeted using this audience. See an example here.


Unique Visitors

The number of unique visitors tracked during the date range selected at the top of the 'Audiences'> 'Website Audiences' page.

See an example here.



Example 'Current Audience Size'

  • We created an audience named "Pricing Page Visitors - 90 Days" to track visitors to your pricing page.
  • During the audience creation, we have selected the cookie duration for this audience to be 90 days. We
  • 8,441 is the total number of visitors to the pricing page during the last 90 days. This is the maximum number of visitors that can be targeted using this audience.


Example 'Unique Vistors'

Unique Visitors is the number of unique visitors tracked during the date range selected in the 'Site Audiences' date picker.

For example:

  • Select 'Last 14 days' as your date range under 'Site Audiences':


  • 1,244 are the unique visitors who have seen your pricing page in the last 14 days.




What are 'Visitors to Unsegmented Pages'?

When you sign up for RollWorks and you install the Pixel we will start capturing your website traffic. After you install the Pixel the RollWorks platform automatically creates an Audience called 'Visitors to Unsegmented Pages'.

This default Audience will serve as a catch-all to track all your website traffic until you start creating your own Audiences to the RollWorks platform. 

As you create new Website Audiences in RollWorks, your default 'Visitors to Unsegmented Pages' will no longer include any traffic captured by your newly defined audiences. Any traffic to the pages that you define separately as a Website Audience will be tracked directly by that audience and will be excluded from 'Visitors to Unsegmented Pages'.




The Rule used to create the default audience "Visitors to Unsegmented Pages" uses an asterisk (*). On the RollWorks platform the asterisk * is used as a wildcard symbol that stands for any number of letters or characters in your URL, meaning it covers every URL on your website. To learn more about using Wildcards in RollWorks visit this article.


How do I troubleshoot my Website Audiences?

Your Website Audience is tracking website traffic

If your audience has stopped collecting website visitors, this usually indicates that there has been a change on your website. Check with your team to confirm if there have been changes to your website site pages or code that may have caused your Pixel to stop tracking your visitors, and ensure that your RollWorks Pixel is active on every page of your website. 


Your Website Audience size smaller than expected

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.

If your Pixel is active and is firing on every page of your website, then the issue is likely due to page load time. We recommend that you activate your RollWorks Pixel in your global header, your pixel doesn't fire until your header loads. If your page contains a lot of multimedia elements such as sounds, images, or videos, it's possible that your website is not loading fast enough for your RollWorks Pixel to finish firing before your visitor navigates away.

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