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Spring Clean Your Advertising Stack

Chelsea Dougherty

Principal Strategic Partner Manager

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Spring is on its way and with it comes the time for spring cleaning—but hold off on dusting those shelves and clearing out the clutter just yet—we’re not referring to your house (though that may also need some touching up). Instead, we’re talking about tidying up your advertising stack, ensuring it’s primed and ready to tackle challenges and opportunities in 2024. 

Gone are the days of relying solely on traditional marketing tactics; today, it’s all about mastering the art of full-funnel marketing. In this era of hyper-connectivity and data-driven insights, understanding the entire customer journey—from awareness to conversion—is crucial for driving meaningful engagement and maximizing your return on investment (ROI). However, navigating this landscape isn’t without its hurdles. With the impending cookie deprecation casting a shadow over traditional tracking methods, marketers face new challenges in accurately measuring and optimizing their campaigns. So, grab your virtual mop and broom because we’re about to review the top advertising tools for your stack to master your 2024 advertising strategy and prepare it for success in the age of third-party cookie deprecation.

Full-Funnel Mastery

At its core, full-funnel marketing encompasses a holistic approach to engaging with customers throughout their journey, from initial awareness to final conversion. Unlike traditional marketing strategies, which focus solely on top-of-the-funnel activities such as brand awareness or bottom-of-the-funnel tactics like direct sales, full-funnel marketing recognizes the importance of nurturing prospects at every stage of the decision-making process.

The marketing funnel typically consists of three key stages: top-of-the-funnel (TOFU), middle-of-the-funnel (MOFU), and bottom-of-the-funnel (BOFU). At the TOFU stage, the focus is on capturing the attention of potential customers and building brand awareness through targeted advertising, content marketing, and social media engagement. As prospects move into the MOFU stage, marketers aim to nurture these leads by providing valuable information, addressing their pain points, and guiding them toward considering and evaluating their products or services. Finally, at the BOFU stage, the emphasis shifts to converting leads into customers through personalized offers, persuasive messaging, and effective call-to-action strategies.

Embracing full-funnel marketing is crucial for maximizing ROI because it optimizes efforts at each stage of the customer journey, ultimately driving higher conversion rates and increasing customer lifetime value. By understanding prospects’ unique needs and preferences at different stages of the funnel, you can deliver more relevant and personalized experiences, foster stronger connections with audiences, and ultimately achieve greater long-term success in today’s competitive marketplace.

Building Your 2024 Advertising Arsenal

Amidst the evolving marketing landscape and the challenges posed by factors like third-party cookie deprecation, it’s essential to equip your advertising stack with the right tools to navigate 2024 successfully. These tools should enable you to implement full-funnel marketing strategies effectively, ensuring seamless engagement with your audience at every stage of their journey. From capturing attention and building brand awareness at the top of the funnel to nurturing leads and driving conversions at the bottom, the following advertising tools should empower you to deliver personalized experiences and maximize ROI.


Part of the Adobe Experience Cloud, Marketo offers a comprehensive solution for synchronizing marketing efforts and leveraging data-driven insights to drive engagement and conversions. Through its integration with AdRoll, Marketo enables seamless data synchronization, allowing marketers to sync email lists and craft personalized campaigns that resonate with individual audience members identified by their preferences or behaviors.

This integration empowers marketers to engage with their audience across multiple touchpoints throughout the customer journey, from capturing attention to converting leads into customers. Moreover, Marketo’s powerful marketing automation capabilities, combined with AdRoll’s advertising platform, facilitate personalized and impactful messaging at every funnel stage. In light of concerns about cookie deprecation, Marketo’s integration with AdRoll provides a reliable solution for accurate tracking and campaign optimization, ensuring marketers can continue delivering relevant and personalized experiences to their audience while maximizing ROI. 


HubSpot is a comprehensive inbound marketing and sales software platform that enables businesses to attract visitors, convert leads, and close deals. Through HubSpot’s integration with AdRoll, marketers can sync static HubSpot email lists directly to AdRoll, ensuring accurate tracking throughout their campaigns, even in a cookie-less environment. This integration mitigates the impact of cookie deprecation, allowing marketers to deliver personalized ads and nurture prospects effectively throughout the customer journey.

Furthermore, HubSpot empowers marketers to orchestrate comprehensive and effective marketing campaigns that drive results across every stage of the funnel. Marketers can leverage HubSpot’s customer relationship management (CRM) data onboarding process to transform email lists into highly-targetable audiences, streamlining audience creation and ensuring accuracy in campaign targeting.

Google Analytics

Google Analytics is a web analytics service offered by Google that tracks and reports website traffic, providing valuable insights into user behavior and interactions. By tracking user interactions across various channels and touchpoints, Google Analytics enables marketers to measure the effectiveness of their advertising campaigns at each stage of the funnel. Additionally, Google Analytics offers features such as campaign tracking, goal setting, and ecommerce tracking, allowing marketers to attribute conversions accurately and gain deeper insights into campaign performance. 

AdRoll’s integration with Google Analytics offers marketers a comprehensive solution for tracking and analyzing the performance of their advertising campaigns across various channels, including display ads, video, and social networking sites and apps. This integration simplifies the campaign tracking process by enabling users to establish tracking for AdRoll links directly within Google Analytics.

A pivotal feature of this integration is the capability to set up tracking for AdRoll links using Google Analytics campaign variables. By appending campaign variables such as source, medium, term, content, and campaign name to destination URLs, marketers can effectively monitor the performance of their AdRoll campaigns and distinguish traffic from diverse sources. Google Analytics provides guidelines for configuring these variables, ensuring accurate attribution of traffic and conversions to advertising efforts.

Furthermore, Google Analytics offers robust reporting functionalities to facilitate deeper insights into the effectiveness of AdRoll campaigns. Users can access essential metrics such as visits and page views through Traffic Sources > Sources > All, gaining visibility into traffic sources and mediums over the preceding 30 days. Additionally, by implementing goals or ecommerce tracking, marketers can monitor success metrics associated with their advertising endeavors and gain comprehensive insights into campaign performance. However, it’s essential to note that these reports solely encompass visitors who click through and do not incorporate view-through data.


AdRoll's integration with Klaviyo presents a dynamic toolset for businesses seeking to bolster their full-funnel marketing efforts. By syncing Klaviyo lists and segments with AdRoll, your business can deliver personalized campaigns tailored to the audience’s preferences, ultimately increasing return on ad spend (ROAS) and driving conversions. This synchronization enables you to deliver personalized messaging across multiple channels, from web ads to email and SMS campaigns.

AdRoll’s integration with Klaviyo allows users to retarget site visitors and cart abandoners effectively. By combining retargeting ads with email and SMS campaigns orchestrated through Klaviyo, businesses can guide prospects through the entire customer journey, from initial interest to conversion. This holistic approach increases the likelihood of conversions and fosters stronger customer relationships by delivering consistent and relevant messaging at each touchpoint.

In addition, the Klaviyo integration empowers businesses to segment their audiences more effectively and use advertising campaign strategies to reward high-value customers, convert one-time shoppers into repeat purchasers, and highlight relevant products based on shoppers’ interests.


AdRoll stands out as a powerhouse for marketers aiming to implement full-funnel marketing strategies, offering a suite of capabilities tailored to each customer journey stage. At the top of the funnel, AdRoll Attract leverages the vast wealth of data within the AdRoll IntentMap, the world’s largest advertiser data co-op with over 1.2 billion digital profiles. By analyzing existing customer data, AdRoll helps identify new, high-quality audiences who match the ideal customer profile precisely when they’re in the market for your products or services. Moreover, AdRoll allows you to leverage your CRM data to inform new customer acquisition campaigns, ensuring precision and effectiveness in your targeting efforts.

Moving down the funnel, AdRoll equips marketers with powerful tools to nurture prospects and guide them toward conversion. Personalized ads tailored to each prospect’s online behavior help bring them back to your website, increasing engagement and driving conversions. AdRoll also automates email triggers based on browsing behavior, ensuring timely and relevant communication with prospects. Additionally, AdRoll integrates with third-party CRM platforms, enabling marketers to upload targeting data and build campaigns from multiple data sources, further enhancing the effectiveness of their marketing efforts. In the face of cookie deprecation concerns, AdRoll provides alternative tracking methods and solutions, ensuring accurate measurement and optimization of advertising campaigns.

Optimize Your Advertising Stack with AdRoll

As you prepare to tackle the challenges and opportunities of advertising in 2024, it’s essential to clean up and optimize your advertising stack with a solution that can handle it all—from the top to the bottom of the funnel. AdRoll makes the clean-out process easy by offering a comprehensive suite of capabilities tailored to every customer journey stage. With AdRoll, you can efficiently manage your full-funnel marketing strategies, easily engage with your audience, and navigate the complexities of cookie deprecation with ease, thanks to AdRoll’s singular marketing platform. Don’t miss out on the opportunity to clean up your advertising strategy and maximize your results—explore how you can enhance your 2024 advertising stack with AdRoll today.

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