Drift Integration Guide

Anna Forlenza

Updated October 27, 2025 18:47

What is the Drift Integration

Drift is a conversational marketing chat platform to help qualify leads faster, automatically book meetings with your sales team, and connect your customers with the right business solutions more efficiently. With both platforms, you can identify your website visitors and sync your account-level data to build personalized chat experiences in Drift.

After connecting Drift to the AdRoll ABM platform, you can visit this help center article to learn how to build customized experiences in Drift using our data.

Screenshot 2025-10-27 at 6.59.39 PM.png

The benefits of this integration are:

Keep your messaging consistent across different engagement channels with our account-level data.
Take advantage of fit, intent, and engagement signals to target and personalize your chat experiences with Account Lists, Account Groups, and Journey Stages.
Seamlessly leverage AdRoll ABM Account Lists and Groups to build playbooks more efficiently.
Align Marketing and Sales around the same Account Lists by using AdRoll ABM account lists to route site visitors to Sales.

With the Drift Integration, you can:

Be confident your messages are reaching the right accounts thanks to our leading deanonymization capabilities.
Leverage our account-level data in Drift, including the Account Lists, Account Groups, and Journey Stages, and 5 firmographic attributes: Domain, Company Name, Industry, Company Size, and Company Revenue. This data is ingested by the Drift platform as Custom Contact Attributes.

Leverage our firmographic and Account data with Drift Personalization Tokens, Targeting and Display Conditions, and Conversation Routing Rules.

Drift platform feature	Example
Personalization Tokens	Personalize your chat messages by adding the Company Name and Company Industry.
Targeting and Display Conditions	Share relevant content and tailor your content through the Drift chatbot: Configure the targeting and display conditions of your Drift Playbook if the company is part of one of your AdRoll Account Lists, showing intent for your competitors. Configure the targeting and display conditions of your Drift Playbook to share a link to a specific Case Study from a Healthcare customer if your site visitor's industry is Healthcare.
Conversation Routing Rules	Route conversations to a different pool of Sales Reps for: Accounts in the ‘Engaged’ or ‘Open Opportunity’ Journey Stage. The account is part of one of your key AdRoll Account Lists showing high intent, or part of a Strategic Accounts List of companies you want to acquire. The company is above a certain size or revenue threshold.

Drift platform feature

Example

Personalization Tokens

Personalize your chat messages by adding the Company Name and Company Industry.

Targeting and Display Conditions

Share relevant content and tailor your content through the Drift chatbot:

Configure the targeting and display conditions of your Drift Playbook if the company is part of one of your AdRoll Account Lists, showing intent for your competitors.
Configure the targeting and display conditions of your Drift Playbook to share a link to a specific Case Study from a Healthcare customer if your site visitor's industry is Healthcare.

Conversation Routing Rules

Route conversations to a different pool of Sales Reps for:

Accounts in the ‘Engaged’ or ‘Open Opportunity’ Journey Stage.
The account is part of one of your key AdRoll Account Lists showing high intent, or part of a Strategic Accounts List of companies you want to acquire.
The company is above a certain size or revenue threshold.

Who can access

To use the Drift Integration, you must have:

One of the following Drift subscriptions: Startup, Premium, Advanced, or Enterprise. Click here to find what Drift subscription you are on. The availability of certain Drift features required to support some of the use cases in this guide may be limited based on your Drift subscription.
A subscription package that includes the Site Traffic Revealer.

Your Package	Drift Integration
Account-Based Advertising	Not Included
Account-Based Marketing + Advertising	Included
Account-Based Marketing	Included
Starter (Legacy)	Included
Standard (Legacy)	Included
Professional (Legacy)	Included
Ultimate (Legacy)	Included
Free Tier	Not included

To find your current package, log in to AdRoll ABM and navigate to Settings > Billing > Plans & Usage.

How to connect

Before you start:

Install the Pixel on your website.
Install the Drift widget on your website.

Toggle on the Drift integration in the AdRoll ABM platform

Log in to AdRoll ABM and navigate to 'Integrations' > ' Chat Conversational' > 'Drift'
Click the Drift tile to 'Connect'

Within one hour, the Drift integration will be ready to use. To confirm if the integration is ready to use, log in to your Drift account to see if the data is available to use. Go to 'Contacts' and confirm if the fields are writing to the contact object.

After completing this initial Drift Integration setup, visit this help center article to learn how to build customized experiences in Drift using our data.

Data available in Drift

The Drift integration is powered by the AdRoll Site Traffic Revealer, which enables the identification of your website visitors in real-time. AdRoll account attributes are passed from the AdRoll Site Traffic Revealer to Drift as Custom Contact Attributes. These attributes include both firmographic data and Account data.

The tables below summarize all the AdRoll data attributes available in Drift. This additional Site Traffic Revealer documentation includes the values available for Company Industry, Company Revenue, and Company Size.

Account Firmographic attributes

Site Traffic Revealer attribute	Custom Contact attribute name in Drift	Description & Example Value
companyDomain	rwCompanyDomain	Description: Company domain of the site visitor. Example value: adroll.com
companyName	rwCompanyName	Description: Company name of the site visitor based on the domain Example value: AdRoll
companyIndustry	rwCompanyIndustry	Description: Company industry of the site visitor based on their domain. See the available values for Company Industry in this Data Dictionary. Example value: Marketing and Advertising
companySize	rwCompanySize	Description: Number of Employees of the company based on their domain. See the available values for Company Size in this Data Dictionary. Example value: Medium-Large (500 - 999 Employees)
companyRevenue	rwCompanyRevenue	Description: Company annual revenue for the site visitor based on their domain. See the available values for Company Revenue in this Data Dictionary. Example value: Large ($100MM-$200MM)

AdRoll Account identification attributes

Site Traffic Revealer attribute	Custom Contact attribute name in Drift	Description & Example Value
Account Lists	rwAccountLists	Description: If the site visitor’s company exists in one of your existing AdRoll Account Lists, this attribute will indicate Account List membership using the Account List Name. Example value: Software US H12022 If the company exists in multiple Account Lists, the value of this attribute will be comma-separated names of your Account Lists. Example value: Software US H12022, Industry Event XYZ Learn the fundamentals of Account Lists and Groups.
AccountListEids	rwAccountListEids	Description: The Account List EID is a unique alphanumeric identifier for your Account Lists. If the site visitor’s company exists in one of your existing AdRoll Account Lists, this attribute will indicate Account List membership using the Account List EID. Example value: WDHK32SDXKDLFJS34AS If the company exists in multiple Account Lists, the value of this attribute will be comma-separated EIDs of your Account Lists. Example value: WDHK32SDXKDLFJS34AS, G324K7HSK3LAGST29LX Learn more about when you should use Account List EIDs in Drift.
AccountGroups	rwAccountGroups	Description: If the site visitor’s company exists in one of your existing AdRoll Account Groups, this attribute will indicate Account Group membership using the Account Group Name. Example value: A&B Learn the fundamentals of Account Lists and Groups.
JourneyStage	rwJourneyStage	Description: For accounts included in your AdRoll Account Lists, you will find 5 default Journey Stages that define where your accounts are in their buying journey. Example default values: Unaware Aware Engaged Open Opportunity Won Opportunity Good to know: Keep in mind you can customize and add new Journey Stages, so check the names of your existing Journey Stages here. Accounts that are not added to your AdRoll Account Lists will not return a value for the Journey Stage field (even for Unaware).