--- title: AdRoll ABM (Formerly RollWorks) Reviews meta\_title: 'AdRoll ABM (Formerly RollWorks) Reviews 2026: Details, Pricing, & Features | G2' meta\_description: Filter 655 reviews by the users' company size, role or industry to find out how AdRoll ABM (Formerly RollWorks) works for a business like yours. aggregate\_rating: rating\_value: 4.3 review\_count: 655 scale: '5' date\_modified: '2026-08-10' parent\_category: name: Account-Based Marketing url: https://www.g2.com/categories/account-based-marketing --- ### AdRoll ABM (Formerly RollWorks) Pros and Cons: Top 5 Advantages and Disadvantages #### Quick AI Summary Based on G2 Reviews Generated from real user reviews Users appreciate the **ease of use** of AdRoll ABM, highlighting its simple setup and excellent customer support. [(168 mentions)](https://www.g2.com/products/adroll-abm-formerly-rollworks/reviews?filters%5Bsentiment_snippet%5D=1162214&qs=pros-and-cons#reviews) Users value the **precise audience targeting** of AdRoll ABM, enhancing engagement and guiding prospects through their journey. [(105 mentions)](https://www.g2.com/products/adroll-abm-formerly-rollworks/reviews?filters%5Bsentiment_snippet%5D=1162005&qs=pros-and-cons#reviews) Users value the **precise targeting ability** of AdRoll ABM, enhancing their advertising effectiveness across multiple channels. [(102 mentions)](https://www.g2.com/products/adroll-abm-formerly-rollworks/reviews?filters%5Bsentiment_snippet%5D=1161997&qs=pros-and-cons#reviews) Users value the **insightful intent data** from AdRoll ABM, enhancing targeting and ROI tracking across campaigns. [(99 mentions)](https://www.g2.com/products/adroll-abm-formerly-rollworks/reviews?filters%5Bsentiment_snippet%5D=1161895&qs=pros-and-cons#reviews) Users appreciate the **great customer support** from AdRoll, facilitating a smooth onboarding and integration process. [(91 mentions)](https://www.g2.com/products/adroll-abm-formerly-rollworks/reviews?filters%5Bsentiment_snippet%5D=1163243&qs=pros-and-cons#reviews) Users find the **steep learning curve** of AdRoll ABM challenging, especially with its complex campaign management terminology. [(66 mentions)](https://www.g2.com/products/adroll-abm-formerly-rollworks/reviews?filters%5Bsentiment_snippet%5D=1160877&qs=pros-and-cons#reviews) Users express concern over **missing features** , such as limited advertising options and inadequate reporting tools for effective use. [(60 mentions)](https://www.g2.com/products/adroll-abm-formerly-rollworks/reviews?filters%5Bsentiment_snippet%5D=1164264&qs=pros-and-cons#reviews) Users note the **limited features** of AdRoll ABM, particularly in filters and native advertising options for segmentation. [(45 mentions)](https://www.g2.com/products/adroll-abm-formerly-rollworks/reviews?filters%5Bsentiment_snippet%5D=1163509&qs=pros-and-cons#reviews) Users express frustration over **campaign issues** with AdRoll ABM, citing difficulties tracking leads and inconsistent reporting. [(42 mentions)](https://www.g2.com/products/adroll-abm-formerly-rollworks/reviews?filters%5Bsentiment_snippet%5D=1160748&qs=pros-and-cons#reviews) Users are frustrated with the **targeting limitations** of AdRoll ABM, making it hard to reach specific leads effectively. [(41 mentions)](https://www.g2.com/products/adroll-abm-formerly-rollworks/reviews?filters%5Bsentiment_snippet%5D=1165301&qs=pros-and-cons#reviews) ### 5 Pros or Advantages of AdRoll ABM (Formerly RollWorks) ##### 1. Ease of Use Users appreciate the **ease of use** of AdRoll ABM, highlighting its simple setup and excellent customer support. [ See 168 mentions ](https://www.g2.com/products/adroll-abm-formerly-rollworks/reviews?filters%5Bsentiment_snippet%5D=1162214&qs=pros-and-cons#reviews) See Related User Reviews ![Verified User](/assets/icons/anonymous-avatar-purple-4ae1032bdb50ee5682003170c8184aee790d25958bd397abbd384ba52c596a7b.svg "Verified User") A Verified User Small-Business (50 or fewer emp.) 4.5/5 "Effective ABM Tool for B2B Marketing" What do you like about AdRoll ABM (Formerly RollWorks)? We've been using AdRoll ABM to support our account-based campaigns, and it's been a smooth experience overall. I like how easy it is to build and laun ![Gavin B.](/assets/transparent-ad5be28fbcd25b7b08d2cebe1d957125437fb5407d75ee717965ad22c8808791.gif "Gavin B.") GB Gavin B. Mid-Market (51-1000 emp.) 5.0/5 "Clean, User-Friendly UI Makes All the Difference" What do you like about AdRoll ABM (Formerly RollWorks)? The UI is very clean and user friendly, the Onboarding and customer success team have been communicative and helpful. ##### 2. Audience Targeting Users value the **precise audience targeting** of AdRoll ABM, enhancing engagement and guiding prospects through their journey. [ See 105 mentions ](https://www.g2.com/products/adroll-abm-formerly-rollworks/reviews?filters%5Bsentiment_snippet%5D=1162005&qs=pros-and-cons#reviews) See Related User Reviews ![Amit Y.](/assets/transparent-ad5be28fbcd25b7b08d2cebe1d957125437fb5407d75ee717965ad22c8808791.gif "Amit Y.") AY Amit Y. Small-Business (50 or fewer emp.) 4.5/5 "Accurate Targeting, Needs UI Improvements" What do you like about AdRoll ABM (Formerly RollWorks)? I appreciate the quality of placements and the accuracy of targeting the audience in our target companies with AdRoll ABM (Formerly RollWorks). It's s ![Hassan A.](/assets/transparent-ad5be28fbcd25b7b08d2cebe1d957125437fb5407d75ee717965ad22c8808791.gif "Hassan A.") HA Hassan A. Small-Business (50 or fewer emp.) 5.0/5 "RollWorks Delivers Powerful ABM Retargeting with Firmographic and Intent Data" What do you like about AdRoll ABM (Formerly RollWorks)? RollWorks excels at ABM-style retargeting, leveraging firmographic data, intent signals, and pixel-based segmentation to drive better funnel outcomes ##### 3. Targeting Users value the **precise targeting ability** of AdRoll ABM, enhancing their advertising effectiveness across multiple channels. [ See 102 mentions ](https://www.g2.com/products/adroll-abm-formerly-rollworks/reviews?filters%5Bsentiment_snippet%5D=1161997&qs=pros-and-cons#reviews) See Related User Reviews ![Verified User](/assets/icons/anonymous-avatar-purple-4ae1032bdb50ee5682003170c8184aee790d25958bd397abbd384ba52c596a7b.svg "Verified User") U Verified User Mid-Market (51-1000 emp.) 5.0/5 "Advertising made easy with AdRoll ABM" What do you like about AdRoll ABM (Formerly RollWorks)? The AdRoll ABM team is amazing to work with, and they really take the time to get to know your product. ![Amit Y.](/assets/transparent-ad5be28fbcd25b7b08d2cebe1d957125437fb5407d75ee717965ad22c8808791.gif "Amit Y.") AY Amit Y. Small-Business (50 or fewer emp.) 4.5/5 "Accurate Targeting, Needs UI Improvements" What do you like about AdRoll ABM (Formerly RollWorks)? I appreciate the quality of placements and the accuracy of targeting the audience in our target companies with AdRoll ABM (Formerly RollWorks). It's s ##### 4. Intent Data Users value the **insightful intent data** from AdRoll ABM, enhancing targeting and ROI tracking across campaigns. [ See 99 mentions ](https://www.g2.com/products/adroll-abm-formerly-rollworks/reviews?filters%5Bsentiment_snippet%5D=1161895&qs=pros-and-cons#reviews) See Related User Reviews ![Hassan A.](/assets/transparent-ad5be28fbcd25b7b08d2cebe1d957125437fb5407d75ee717965ad22c8808791.gif "Hassan A.") HA Hassan A. Small-Business (50 or fewer emp.) 5.0/5 "RollWorks Delivers Powerful ABM Retargeting with Firmographic and Intent Data" What do you like about AdRoll ABM (Formerly RollWorks)? RollWorks excels at ABM-style retargeting, leveraging firmographic data, intent signals, and pixel-based segmentation to drive better funnel outcomes DM Daniel M. Small-Business (50 or fewer emp.) 3.5/5 "Great company-level intent insights, but confusing UX and limited individual visibility" What do you like about AdRoll ABM (Formerly RollWorks)? What I like most is being able to see which companies are actually checking us out and what they’re looking at. I use the company tracking and page-le ##### 5. Customer Support Users appreciate the **great customer support** from AdRoll, facilitating a smooth onboarding and integration process. [ See 91 mentions ](https://www.g2.com/products/adroll-abm-formerly-rollworks/reviews?filters%5Bsentiment_snippet%5D=1163243&qs=pros-and-cons#reviews) See Related User Reviews ![Verified User](/assets/icons/anonymous-avatar-purple-4ae1032bdb50ee5682003170c8184aee790d25958bd397abbd384ba52c596a7b.svg "Verified User") U Verified User Mid-Market (51-1000 emp.) 5.0/5 "Advertising made easy with AdRoll ABM" What do you like about AdRoll ABM (Formerly RollWorks)? The AdRoll ABM team is amazing to work with, and they really take the time to get to know your product. ![Gavin B.](/assets/transparent-ad5be28fbcd25b7b08d2cebe1d957125437fb5407d75ee717965ad22c8808791.gif "Gavin B.") GB Gavin B. Mid-Market (51-1000 emp.) 5.0/5 "Clean, User-Friendly UI Makes All the Difference" What do you like about AdRoll ABM (Formerly RollWorks)? The UI is very clean and user friendly, the Onboarding and customer success team have been communicative and helpful. ### 5 Cons or Disadvantages of AdRoll ABM (Formerly RollWorks) ##### 1. Learning Curve Users find the **steep learning curve** of AdRoll ABM challenging, especially with its complex campaign management terminology. [ See 66 mentions ](https://www.g2.com/products/adroll-abm-formerly-rollworks/reviews?filters%5Bsentiment_snippet%5D=1160877&qs=pros-and-cons#reviews) See Related User Reviews ![Verified User](/assets/icons/anonymous-avatar-purple-4ae1032bdb50ee5682003170c8184aee790d25958bd397abbd384ba52c596a7b.svg "Verified User") U Verified User Mid-Market (51-1000 emp.) 5.0/5 "Advertising made easy with AdRoll ABM" What do you dislike about AdRoll ABM (Formerly RollWorks)? Having a library of training videos would be a great addition to help navigate the learning curve. ![Gavin B.](/assets/transparent-ad5be28fbcd25b7b08d2cebe1d957125437fb5407d75ee717965ad22c8808791.gif "Gavin B.") GB Gavin B. Mid-Market (51-1000 emp.) 5.0/5 "Clean, User-Friendly UI Makes All the Difference" What do you dislike about AdRoll ABM (Formerly RollWorks)? Information was overwhelming to me at first as someone with limited experience, but that is not exactly an AdRoll ABM issue ##### 2. Missing Features Users express concern over **missing features** , such as limited advertising options and inadequate reporting tools for effective use. [ See 60 mentions ](https://www.g2.com/products/adroll-abm-formerly-rollworks/reviews?filters%5Bsentiment_snippet%5D=1164264&qs=pros-and-cons#reviews) See Related User Reviews ![Verified User](/assets/icons/anonymous-avatar-purple-4ae1032bdb50ee5682003170c8184aee790d25958bd397abbd384ba52c596a7b.svg "Verified User") U Verified User Mid-Market (51-1000 emp.) 5.0/5 "Advertising made easy with AdRoll ABM" What do you dislike about AdRoll ABM (Formerly RollWorks)? Having a library of training videos would be a great addition to help navigate the learning curve. ![Hassan A.](/assets/transparent-ad5be28fbcd25b7b08d2cebe1d957125437fb5407d75ee717965ad22c8808791.gif "Hassan A.") HA Hassan A. Small-Business (50 or fewer emp.) 5.0/5 "RollWorks Delivers Powerful ABM Retargeting with Firmographic and Intent Data" What do you dislike about AdRoll ABM (Formerly RollWorks)? The biggest drawback is reporting. While RollWorks covers high-level metrics well (impressions, clicks, influenced accounts), it falls short for marke ##### 3. Limited Features Users note the **limited features** of AdRoll ABM, particularly in filters and native advertising options for segmentation. [ See 45 mentions ](https://www.g2.com/products/adroll-abm-formerly-rollworks/reviews?filters%5Bsentiment_snippet%5D=1163509&qs=pros-and-cons#reviews) See Related User Reviews ![Verified User](/assets/icons/anonymous-avatar-purple-4ae1032bdb50ee5682003170c8184aee790d25958bd397abbd384ba52c596a7b.svg "Verified User") U Verified User Mid-Market (51-1000 emp.) 4.5/5 "Easy-to-Use Platform That Strengthens Retargeting Campaigns" What do you dislike about AdRoll ABM (Formerly RollWorks)? While I’m still learning about some of AdRoll’s additional capabilities, the tracking is very straightforward and has definitely been useful in elevat AS Alin S. Mid-Market (51-1000 emp.) 3.5/5 "Great Support and Simple Interface, but UI Can Feel Dense and Click-Heavy" What do you dislike about AdRoll ABM (Formerly RollWorks)? Some areas of the UI are dense and unintuitive, and it can take too many clicks to find key lists, tabs, or reports. Advanced targeting options feel l ##### 4. Campaign Issues Users express frustration over **campaign issues** with AdRoll ABM, citing difficulties tracking leads and inconsistent reporting. [ See 42 mentions ](https://www.g2.com/products/adroll-abm-formerly-rollworks/reviews?filters%5Bsentiment_snippet%5D=1160748&qs=pros-and-cons#reviews) See Related User Reviews ![Verified User](/assets/icons/anonymous-avatar-purple-4ae1032bdb50ee5682003170c8184aee790d25958bd397abbd384ba52c596a7b.svg "Verified User") U Verified User Mid-Market (51-1000 emp.) 5.0/5 "Advertising made easy with AdRoll ABM" What do you dislike about AdRoll ABM (Formerly RollWorks)? Having a library of training videos would be a great addition to help navigate the learning curve. ![Verified User](/assets/icons/anonymous-avatar-purple-4ae1032bdb50ee5682003170c8184aee790d25958bd397abbd384ba52c596a7b.svg "Verified User") A Verified User Mid-Market (51-1000 emp.) 5.0/5 "Display ads that hit their mark – for excellent brand awareness; User interface needs work" What do you dislike about AdRoll ABM (Formerly RollWorks)? The user interface is clean, but unfortunately TOO clean for the level of complexity within the platform. It creates a dull experience that is also co ##### 5. Targeting Limitations Users are frustrated with the **targeting limitations** of AdRoll ABM, making it hard to reach specific leads effectively. [ See 41 mentions ](https://www.g2.com/products/adroll-abm-formerly-rollworks/reviews?filters%5Bsentiment_snippet%5D=1165301&qs=pros-and-cons#reviews) See Related User Reviews AS Alin S. Mid-Market (51-1000 emp.) 3.5/5 "Great Support and Simple Interface, but UI Can Feel Dense and Click-Heavy" What do you dislike about AdRoll ABM (Formerly RollWorks)? Some areas of the UI are dense and unintuitive, and it can take too many clicks to find key lists, tabs, or reports. Advanced targeting options feel l ![Verified User](/assets/icons/anonymous-avatar-purple-4ae1032bdb50ee5682003170c8184aee790d25958bd397abbd384ba52c596a7b.svg "Verified User") A Verified User Mid-Market (51-1000 emp.) 4.0/5 "Easy Campaign Launches with Flexible Targeting" What do you dislike about AdRoll ABM (Formerly RollWorks)? It can be difficult to reach European audiences, or even to track that reach, because of GDPR regulations. However, being able to target these audienc ![Verified User in Computer Software](/assets/icons/anonymous-avatar-purple-4ae1032bdb50ee5682003170c8184aee790d25958bd397abbd384ba52c596a7b.svg "Verified User in Computer Software") AC Verified User in Computer Software Mid-Market (51-1000 emp.) 5/23/2026 "Helpful for Lead Management and Journey View, SFDC connection can take a 1-2 days" 3/5 What do you like best about AdRoll ABM (Formerly RollWorks)? It’s been helpful for lead, contact, and data management. The UI is also useful for getting an overview of the buying journey. The CRM integrations do work, but they’ve been buggy and slow at times, with errors and display issues. Data refreshes have taken up to 24 hours, but our team has been able to get in touch with Support when needed. Review collected by and hosted on G2.com. What do you dislike about AdRoll ABM (Formerly RollWorks)? Once set-up fully it seemed stable, but integrations have returned unclear or inconsistent error messages and can take 24+ hours to resolve initially. This created confusion for our admins and users, and it delays time to value whenever we need to reconnect the CRM. Review collected by and hosted on G2.com. What problems is AdRoll ABM (Formerly RollWorks) solving and how is that benefiting you? We like the dashboard showing unified buying journey and stages. It helps to have a singular view for our Marketing Leadership team. Review collected by and hosted on G2.com. Show More 7/16/2026 Current UserValidated ReviewerSource: G2 invite on behalf of seller AK Alyx K. Marketing Director Small-Business (50 or fewer emp.) 7/16/2026 "Effective Targeting, Especially Very Long-Term" 5/5 What do you like best about AdRoll ABM (Formerly RollWorks)? I like how AdRoll ABM makes it easy to reach the right people at a more effective cost than other channels. The ability to do targeted and personalized campaigns very easily is great. It provides a practical way to stay visible over our long and complex sales cycle, which is often over two years. AdRoll ABM helps us stay top of mind with business owners and reinforces our brand long after the initial touchpoint. Review collected by and hosted on G2.com. What do you dislike about AdRoll ABM (Formerly RollWorks)? I feel that some workflows still seem designed for larger teams, and I would find it useful to have additional reporting on account-level engagement and a simpler setup for small lists. Review collected by and hosted on G2.com. What problems is AdRoll ABM (Formerly RollWorks) solving and how is that benefiting you? AdRoll ABM simplifies targeting high-value prospects with cost-effective, personalized campaigns and keeps us visible over long sales cycles, reinforcing our brand. Review collected by and hosted on G2.com. Show More Validated ReviewerIncentivizedSource: Seller invite ![Shibu K.](/assets/transparent-ad5be28fbcd25b7b08d2cebe1d957125437fb5407d75ee717965ad22c8808791.gif "Shibu K.") SK Shibu K. Security Engineer Information Technology and Services Small-Business (50 or fewer emp.) 5/13/2026 "Reliable ABM Platform for Better Account Targeting and Campaign Visibility" 5/5 What do you like best about AdRoll ABM (Formerly RollWorks)? What I like best about AdRoll ABM (Formerly RollWorks) is how easy it is to identify and target the right accounts without spending too much time managing campaigns manually. The platform gives very clear visibility into account engagement, website activity, and campaign performance, which helps our team focus on high-intent prospects instead of running broad campaigns blindly. From an admin perspective, the audience segmentation and account-based targeting features are really useful and practical for daily operations. We were able to align marketing and sales efforts much better after implementing it. The dashboard is clean, reporting is easy to understand, and campaign setup is straightforward even when managing multiple audiences. What impressed me most is the consistency in retargeting and account engagement tracking. It helped improve lead quality and gave our team better confidence in identifying accounts that were actually interested. Overall, the platform has been reliable, user-friendly, and very effective for ABM-focused campaigns. Review collected by and hosted on G2.com. What do you dislike about AdRoll ABM (Formerly RollWorks)? There is not much to dislike overall. Initially, understanding some advanced targeting and reporting features took a little time for our team, but once we became familiar with the platform, daily campaign management became very smooth. Overall, the experience has been positive and the platform has worked reliably for our ABM activities. Review collected by and hosted on G2.com. What problems is AdRoll ABM (Formerly RollWorks) solving and how is that benefiting you? AdRoll ABM helped us improve account targeting and lead engagement by giving better visibility into which companies were actively interacting with our campaigns and website. It reduced a lot of manual effort for our marketing team and helped us focus more on high-intent accounts, which improved campaign performance and overall lead quality. Review collected by and hosted on G2.com. Show More Validated ReviewerIncentivizedSource: G2 invite ![Verified User](/assets/icons/anonymous-avatar-purple-4ae1032bdb50ee5682003170c8184aee790d25958bd397abbd384ba52c596a7b.svg "Verified User") G Verified User Enterprise (\> 1000 emp.) 4/17/2026 "Efficient Targeting, Needs Better Reporting" 4/5 What do you like best about AdRoll ABM (Formerly RollWorks)? I like how easy it is to build and manage campaigns in one place while also being able to monitor intent, gather account insights and track performance all in one place. The tool helps us focus our marketing efforts on the accounts that matter the most in terms of their engagement and helps marketing and sales align our approach based on their intent levels. Review collected by and hosted on G2.com. What do you dislike about AdRoll ABM (Formerly RollWorks)? The reporting functionality is a bit out of the box and is not as custom-friendly as it could be. Sometimes even basic reports require either an internal build or the system to take the time to share it out. Offering more integrations is also something that could be improved. Review collected by and hosted on G2.com. What problems is AdRoll ABM (Formerly RollWorks) solving and how is that benefiting you? I use AdRoll ABM for all display marketing and retargeting. It helps focus marketing on important accounts, aligns marketing and sales strategies, and manages campaigns easily. I can monitor intent, gather account insights, and track performance all in one place. Review collected by and hosted on G2.com. Show More 7/20/2026 Validated ReviewerIncentivizedSource: Seller invite ![Verified User in Information Technology and Services](/assets/icons/anonymous-avatar-purple-4ae1032bdb50ee5682003170c8184aee790d25958bd397abbd384ba52c596a7b.svg "Verified User in Information Technology and Services") UI Verified User in Information Technology and Services Mid-Market (51-1000 emp.) 4/29/2026 "Simplifies Display Advertising with Room for Precision Improvements" 4/5 What do you like best about AdRoll ABM (Formerly RollWorks)? I like the simplicity of setting up and running campaigns with AdRoll ABM (Formerly RollWorks). It's quite easy, and it helps by reducing manual overheads. I also appreciate the ability to layer in intent data to improve targeting precision, allowing us to do more precise targeting to an account based on interest signals. These features make it valuable to us by making performance tracking at the campaign level easier. Review collected by and hosted on G2.com. What do you dislike about AdRoll ABM (Formerly RollWorks)? I think there is still scope to improve targeting precision. We still see some accounts getting targeted despite our account list not containing those accounts. Also, it would be great if we get more control over setting more precise audiences based on the job title of the prospect. It would also be great if AdRoll ABM had an AI to which you could give an input in plain English on what kind of campaign you want to run, target personas, etc., and it goes ahead and drafts the campaign settings by building the audience, selecting intent filters, etc. Review collected by and hosted on G2.com. What problems is AdRoll ABM (Formerly RollWorks) solving and how is that benefiting you? I use AdRoll ABM to reach target audiences with digital ads, staying top of mind. It reduces manual overhead, tracks campaign performance easily, and uses intent data for precise targeting. Review collected by and hosted on G2.com. Show More Current UserValidated ReviewerIncentivizedSource: G2 invite on behalf of seller ![Verified User in Computer Software](/assets/icons/anonymous-avatar-purple-4ae1032bdb50ee5682003170c8184aee790d25958bd397abbd384ba52c596a7b.svg "Verified User in Computer Software") IC Verified User in Computer Software Enterprise (\> 1000 emp.) 4/29/2026 "Seamless ABM + Ads with Strong Salesforce Sync and Clear Intent Insights" 4.5/5 What do you like best about AdRoll ABM (Formerly RollWorks)? Seamless ABM + advertising integration It doesn’t just help you identify target accounts—it actually lets you engage them through ads across channels, all in one place. Strong Salesforce integration The sync with Salesforce makes it practical for real B2B workflows. Sales and marketing can align on the same account lists and intent signals without messy manual work. Intent data & account insights You get visibility into which accounts are showing buying intent, which helps prioritize outreach instead of guessing. Review collected by and hosted on G2.com. What do you dislike about AdRoll ABM (Formerly RollWorks)? One downside of AdRoll ABM (formerly RollWorks) is that data accuracy and list logic dependencies can sometimes create issues, especially when heavily reliant on Salesforce integrations. If there’s any mismatch or logic error (like account segmentation), it can directly impact campaign targeting and reporting. Additionally, reporting can feel slightly limited or delayed at times, particularly for deeper attribution or real-time insights. This can make it harder to quickly validate performance for weekly or QTD reviews. Review collected by and hosted on G2.com. What problems is AdRoll ABM (Formerly RollWorks) solving and how is that benefiting you? AdRoll ABM (formerly RollWorks) helps solve a few core challenges in B2B marketing, especially around targeting, engagement, and measurement. Problem: Broad, inefficient targeting Instead of casting a wide net, it allows us to focus only on high-value accounts (like TI100), ensuring marketing efforts are directed where they matter most. Benefit: Better use of budget and higher-quality engagement from relevant accounts. Review collected by and hosted on G2.com. Show More Current UserValidated ReviewerIncentivizedSource: G2 invite on behalf of seller BM Brandy M. Mid-Market (51-1000 emp.) 4/28/2026 "Dynamic Integration with Setbacks in Attribution" 3/5 What do you like best about AdRoll ABM (Formerly RollWorks)? I like that AdRoll ABM integrates very nicely with existing tech stacks, allowing companies to attach it to their CRM and marketing automation software platforms to create dynamic lists. I appreciate that the segmentation gets quite granular with regard to seniority and functions. I also like that Bombera is embedded in the platform to complement other SEO and keyword strategies. The initial setup was fairly straightforward, and the ability to pivot quickly with dynamic lists helps with evolving priorities and market focus. Review collected by and hosted on G2.com. What do you dislike about AdRoll ABM (Formerly RollWorks)? What could be improved is attribution. Vanity metrics at the top of the funnel, like impressions and clicks, are very clearly visible in the platform, and those can be easily achieved. But attributing actions like impressions, clicks, and account progression down a buyer's journey to a purchase, particularly for B2B enterprise, is a bit aggressive. And I think that there is a little bit too much influence that the platform takes with regard to opportunity creation and won business. ABM and buyer behavior is shifting and this is a piece, but not the whole picture. I think there should have been a better conversation around cookie configuration and strategies so that there could be better reporting and connectivity between what's visible in the platform, what companies can see on their end via their own platforms so you can connect the dots. The setup around how hands-on the client needs to be was a bit messy for this particular client. Review collected by and hosted on G2.com. What problems is AdRoll ABM (Formerly RollWorks) solving and how is that benefiting you? I use AdRoll ABM for targeted campaigns and leveraging intent signals at the account level. Review collected by and hosted on G2.com. Show More Validated ReviewerSource: Organic DM Daniel M. Strategic AE Small-Business (50 or fewer emp.) 2/11/2026 "Great company-level intent insights, but confusing UX and limited individual visibility" 3.5/5 What do you like best about AdRoll ABM (Formerly RollWorks)? What I like most is being able to see which companies are actually checking us out and what they’re looking at. I use the company tracking and page-level insights all the time especially to see if someone’s spending time on our pricing page, product pages, or case studies. That kind of detail is huge. It’s helped my workflow a lot because I’m not just blindly reaching out anymore. If I see a target account poking around high intent pages, I’ll time my outreach around that and tailor my message to what they were clearly interested in. It makes the conversation feel way more relevant and my response rates have definitely improved. One unexpected benefit is how helpful it’s been for messaging. Seeing which pages different types of companies spend time on has given me better insight into what’s actually resonating, and I’ve been able to adjust my outreach (and even share feedback with marketing) based on that. Review collected by and hosted on G2.com. What do you dislike about AdRoll ABM (Formerly RollWorks)? One thing that would make it a lot more powerful is being able to see exactly who at the company is doing the research. Right now, I can see the account-level activity, but I still have to guess who the right person is internally. That sometimes leads to outreach that misses the mark or adds an extra step of trying to find the actual decision-maker. If there were a way to tie activity to specific contacts (even probabilistically, like likely personas or roles), it would make outreach much more precise and save time. The UX can also be a bit confusing at first. It’s not always obvious where to find certain insights or how different views connect together. Early on, that slowed me down and made it harder to consistently use the platform in my daily workflow. A more streamlined layout, clearer labeling, or even guided onboarding/tooltips for key features would make it easier to adopt and get value from faster. Overall, the data itself is really strong, it just needs a slightly smoother user experience and more contact-level clarity to make it even more actionable. Review collected by and hosted on G2.com. What problems is AdRoll ABM (Formerly RollWorks) solving and how is that benefiting you? It helps by identifying which companies are actively researching our company. It’s really useful to know which organizations are engaging with us, because it lets me see not only which content is resonating, but also where I should prioritize my follow-ups. Review collected by and hosted on G2.com. Show More Response from Kayleigh Magistre of AdRoll ABM (Formerly... [Editedit](https://www.g2.com/survey_responses/adroll-abm-formerly-rollworks-review-12330913/official_response/edit) Hi Daniel! Thank you for sharing your detailed feedback on your experience with AdRoll ABM. It's wonderful that you find the company-level intent insights valuable for tailoring your outreach and improving response rates. We understand your desire for more individual visibility and a clearer user experience. Your suggestions for tying activity to specific contacts and enhancing the UX are noted and will be shared with our team for consideration. We aim to provide a seamless and intuitive platform for our customers, and your input is valuable in helping us achieve that goal. If you have any further suggestions or need assistance with navigating the platform, please feel free to reach out to your account management team. Thank you again for your feedback! Current UserValidated ReviewerSource: G2 invite on behalf of seller ![Abhilash K.](/assets/transparent-ad5be28fbcd25b7b08d2cebe1d957125437fb5407d75ee717965ad22c8808791.gif "Abhilash K.") AK Abhilash K. Mid-Market (51-1000 emp.) 4/24/2026 "Powerful Deanonymisation, Needs Better Coverage" 4/5 What do you like best about AdRoll ABM (Formerly RollWorks)? I like the deanonymization feature in AdRoll ABM (Formerly RollWorks). It's a good signal for us in marketing to know which accounts or people are displaying buying behaviors across the internet. It's even better when we can identify who is visiting our website and showing intent but not submitting our form for expression of interest. We like to retarget such leads, and AdRoll helps with this. Review collected by and hosted on G2.com. What do you dislike about AdRoll ABM (Formerly RollWorks)? I think deanonymization coverage could be improved. It will also be good to have person level deanonymization than just at account level. I am not sure if AdRoll ABM already provides this but since I did not see that in our package - it would be good to have retargeting capabilities, such as a chat bot on the website, event-based email, etc. to target leads as soon as they are identified to have shown a buying signal. Review collected by and hosted on G2.com. What problems is AdRoll ABM (Formerly RollWorks) solving and how is that benefiting you? I use AdRoll ABM to deanonymize website visitors and identify people interacting with our content. It helps us retarget leads showing buying intent and track accounts or leads we want to convert or reactivate. Review collected by and hosted on G2.com. Show More Validated ReviewerIncentivizedSource: G2 invite on behalf of seller ![Niraj J.](/assets/transparent-ad5be28fbcd25b7b08d2cebe1d957125437fb5407d75ee717965ad22c8808791.gif "Niraj J.") NJ Niraj J. Marketing Analyst Mid-Market (51-1000 emp.) 4/22/2026 "Reliable ABM Solution for Data-Driven Marketing Teams" 3.5/5 What do you like best about AdRoll ABM (Formerly RollWorks)? AdRoll ABM stands out for its ability to identify and target high-value accounts with precision and engage them across multiple channels from a single platform. I particularly like the combination of account insights, intent data, and automation—it makes it much easier to prioritize the right accounts at the right time. The platform also provides a clear view of the buyer journey and helps align marketing and sales teams, which improves overall campaign efficiency and pipeline visibility. Review collected by and hosted on G2.com. What do you dislike about AdRoll ABM (Formerly RollWorks)? While AdRoll ABM is powerful, the platform can feel a bit complex at first—especially when setting up more advanced targeting and segmentation. It takes some time to fully understand all features and get the most out of it. Additionally, reporting customization could be more flexible, and pricing may be a consideration for smaller teams or those just starting with ABM. Review collected by and hosted on G2.com. What problems is AdRoll ABM (Formerly RollWorks) solving and how is that benefiting you? AdRoll ABM helps us focus on the right accounts instead of wasting effort on low-quality leads. It identifies high-fit companies using data and intent signals, and allows us to engage them with personalized, multi-channel campaigns. This has improved alignment between our marketing and sales teams and given us better visibility into the buyer journey. As a result, we’ve seen more efficient pipeline generation, higher-quality opportunities, and better tracking of how campaigns impact revenue. It also simplifies campaign execution with automation and centralized reporting, saving time while improving overall performance. Review collected by and hosted on G2.com. 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