Integrations / Advertising
AdRoll
Server-to-server conversion and audience event delivery to AdRoll (NextRoll) via the S2S Event API. Matches users by first-party cookie, click ID (adct), SHA-256 hashed email, and user ID; sends conversion_value/currency for purchases and a nested products array for e-commerce events.
Datafly Signal delivers first-party events to AdRoll server-to-server from infrastructure you control, using a pre-built blueprint that maps your event schema to the payload AdRoll expects.
Why route AdRoll through Datafly Signal
Conversions survive ad blockers and tracking prevention
A browser tag served from an advertising domain is blocked outright for part of your traffic, and Safari's ITP shortens the cookies it can set. Signal sends the event from your own server, so the conversions AdRoll optimises against are not filtered by the browser.
Email hashed before it leaves your infrastructure
Signal normalises (trim and lowercase) and applies SHA-256 inside your own deployment, so AdRoll receives match keys rather than raw personal data.
Client IP and user agent are preserved
Server-to-server delivery normally loses both, which weakens matching. Signal forwards the genuine visitor values as request headers so AdRoll attributes the event to the right session.
Delivery is batched, rate-limited, and retried
Signal buffers to Kafka, respects the AdRoll rate limit, and retries on 429 or transient failure rather than dropping the event.
One consent decision governs every destination
AdRoll is gated by the same consent state as the rest of your stack, so a withdrawal applies everywhere at once.
What ships in the blueprint
Mapped events
add_to_cartpagepurchasesearchview_itemVertical presets
Default. Each preset starts from a working configuration for that vertical rather than a blank field map.
Full field mappings, configuration fields, and troubleshooting are in the AdRoll documentation.
Frequently asked questions
Does Datafly Signal integrate with AdRoll?
Yes. Datafly Signal delivers first-party events to AdRoll server-to-server from infrastructure you control, using a pre-built blueprint that maps your event schema to the payload AdRoll expects. The integration is included in every deployment at no additional cost.
How is server-side AdRoll tracking different from the AdRoll tag?
The AdRoll tag runs in the visitor's browser, so it is subject to ad blockers, tracking prevention, and page-unload races. Signal collects the event through a first-party endpoint on your own domain and delivers it to AdRoll from your server, so delivery does not depend on browser conditions.
What personal data is sent to AdRoll?
Email are normalised and SHA-256 hashed inside your own deployment before delivery, so AdRoll receives match keys rather than raw personal data. Which fields are sent is configured per pipeline.
Which events can Signal send to AdRoll?
The blueprint ships with mappings for add_to_cart, page, purchase, search, view_item. Any event in your schema can be mapped to AdRoll through pipeline configuration without a code change.
Do I need to keep the AdRoll tag on my site?
No. Server-side delivery is designed to replace the tag. Most teams run both briefly during migration, using shared event IDs so AdRoll deduplicates, then remove the tag once server-side volume matches.
Other advertising integrations
Ready to move AdRoll server-side?
See how Datafly Signal delivers first-party events to AdRoll from infrastructure you control, with hashed identity and consent enforcement built in.