AdRoll (Server-to-Server)

Datafly Signal delivers events to AdRoll server-to-server using the NextRoll Server-to-Server (S2S) Event API. Conversions and audience events are sent directly from your infrastructure to AdRoll, so delivery is not affected by ad blockers or browser tracking prevention.

Prerequisites

Before configuring AdRoll in Signal you need an active AdRoll (NextRoll) advertiser account, an Advertisable EID, and a Server Access Token (SAT).

Step 1: Find your Advertisable EID

1. Sign in to the AdRoll dashboard.
2. The Advertisable EID identifies the advertiser that events are attributed to. It is the value AdRoll supplies for your account (for example via the API at GET /api/v1/organization/get_advertisables, or from your account manager).
3. Note the EID — you will enter it as advertisable_eid in Signal.

Step 2: Request a Server Access Token (SAT)

The S2S Event API authenticates with a Server Access Token. SATs are issued to your account, not self-served.

1. Contact your AdRoll account manager and request a Server Access Token for the S2S Event API.
2. The token is shared with you securely (AdRoll typically delivers it via 1Password).
3. Store it securely — you will enter it as server_access_token in Signal.

Step 3: (Optional) Find your Pixel EID

If you also run the AdRoll pixel client-side, supply your Pixel EID so AdRoll can deduplicate server events against pixel events. You can retrieve it with GET /api/v1/advertisable/get_pixel.

Configure in Signal

Configuration Fields

Management UI Setup

API Endpoint

POST https://srv.adroll.com/api?advertisable={advertisable_eid}
Authorization: Token {server_access_token}
Content-Type: application/json

Events are sent as a JSON array of event objects (up to 100 per request). Add &dry_run=true to validate without affecting reporting.

Identity Signals

Every event must carry at least one identifier so AdRoll can match it to a user. Signal nests these under the identifiers object.

How to Send User Data

Call datafly.identify() when a user logs in, registers, or submits a form:

datafly.identify("user-123", {
  email: "jane.doe@example.com"
});

Signal lowercases and SHA-256 hashes the email into identifiers.email_sha256 automatically.

Event Mapping

Default preset

To customise, edit the integration’s Field Mappings in the Management UI.

Example: Purchase Event

Datafly.js call:

datafly.track("Order Completed", {
  order_id: "ORD-001",
  revenue: 113.56,
  currency: "USD",
  products: [
    { product_id: "ABCDEF-12345", category: "top-sellers", price: 56.78, quantity: 2 }
  ]
});

AdRoll S2S payload sent by Signal:

[
  {
    "event_name": "purchase",
    "conversion_value": "113.56",
    "currency": "USD",
    "timestamp": "1717632000",
    "page_location": "https://example.com/checkout/confirmation",
    "ip": "203.0.113.50",
    "user_agent": "Mozilla/5.0 ...",
    "pixel_eid": "ABCDEFGHIJKLMNOPQRSTUV",
    "identifiers": {
      "first_party_cookie": "a1b2c3d4-...",
      "email_sha256": "5e884898da28047151d0e56f8dc6292773603d0d6aabbdd62a11ef721d1542d8"
    },
    "event_attributes": {
      "order_id": "ORD-001",
      "products": [
        {
          "product_id": "ABCDEF-12345",
          "category": "top-sellers",
          "price": "56.78",
          "quantity": 2
        }
      ]
    }
  }
]

Testing Your Integration

Troubleshooting