AdRoll

What Stevin gets out of AdRoll

AdRoll makes cross-channel retargeting accessible for smaller firms: retargeting across web, social and email in one platform, without needing a media agency. That accessibility is the value and at the same time the limit. It is a broad layer across several channels, but it does not go deep in any of them and it does not tell you whether the spend genuinely produces extra revenue. We see small webshops stall on this: AdRoll runs along nicely, but apart from the rest of the marketing, and there is no place where its performance sits next to Google and Meta. It optimizes within itself and stops there. Stevin runs as a layer on top, connects to your webshop and analytics through the API and puts the retargeting data in the context of your other channels. It flags overlap and double-counting, and a person decides before budget moves.

What you pair it with

Choosing AdRoll gives you a fast way to set up retargeting across several channels, but it quickly becomes an island next to your real advertising channels. Count on a connection with your webshop and analytics, otherwise it runs on its own and you do not know whether the budget adds anything. The data comes out through the API. The real question is whether the claimed conversions overlap with what Google and Meta were already bringing in. Without that overview you are paying three channels for the same purchase.

Common mistakes

• →Letting retargeting run apart from Google and Meta, then you do not see the double-counting.
• →No central overview of performance, so budget shifts on gut feeling.
• →Assuming accessible also means deep, while it does not go deep in any channel.
• →Letting three channels claim the same purchase with nothing that strips out the overlap.