What Is Roku?

Roku advertising leverages the Roku platform to deliver targeted ads to viewers streaming content on Roku devices. Advertisers can reach audiences through various ad formats, including video ads, interactive ads, and display ads, integrated within streaming channels and Roku's interface. Utilizing Roku's data and analytics, advertisers can create personalized and effective ad campaigns that align with viewers' preferences and behaviors. This approach enhances ad relevance and effectiveness, leading to better engagement and conversion rates.

What are the benefits of integrating MetaRouter with Roku?

  • Up to 30% more data tracked compared to third-party tags, enhancing personalization data & opportunities
  • All customer data events and attributes unlocked for custom event mapping and transformation
  • No effect on website load latency

Getting Started - From Your Roku Account

Client ID

  1. To find your client ID in Roku Ads Manager, you need to log into your Ads Manager account.
  2. Once logged in, navigate to your account settings or profile section.
  3. Your client ID should be listed there, often under account details or settings.
  4. If you have trouble locating it, you can consult the Roku Ads Manager Help Center for more detailed guidance or reach out to Roku support for assistance.

Redirect URL

  1. Log in to Roku Ads Manager:
    Access your Roku Ads Manager account. If you don't have an account, you can sign up for one on the Roku Ads Manager portal.
  2. Navigate to API or Integration Settings:
    Once logged in, go to the settings or integration section where API settings are managed. This area typically includes options for configuring API access, including redirect URLs.
  3. Configure the Redirect URL:
    Look for a section that allows you to specify or update the redirect URL. Enter the URL where you want users to be redirected after interacting with your ads. Make sure this URL is correctly formatted and active.
  4. Save the Changes:
    After entering the redirect URL, save your settings. This step is crucial to ensure that the changes are applied.
  5. Testing:
    Test the configuration by running a test ad campaign or using API testing tools to ensure the redirect URL works as intended.

If you’re using your own endpoint, use https://[metarouter-cluster-domain].com/v1/sync/function. Please contact Roku to ensure the redirect URL is added to their allowed list.

Pixel IDs

Please reach out to your Roku support team for the following IDs:

  • Page Pixel
  • Order Completed Pixel

Getting Started - From Your MetaRouter Account

Adding a Roku integration.

From the integration library, add a Roku integration. Then, fill out the Connection Parameters:

Connection ParameterDescription
PAGE_PIXEL_IDPixel ID for page events.
ORDER_COMPLETED_PIXEL_IDPixel ID for purchase/order completed events.

Adding a Roku Sync

To gather the wfivefivec cookie value, you must add a Roku sync.

  1. From the Pipelines page, find the pipeline associated with the web property you’d like to add a sync to. Hover over the three dot dropdown and select “Build AJS File.”
  2. In the Identity Syncs section, select the Roku sync.
  3. Fill out the following fields:
    1. Consent Type
    2. Client ID
    3. Cookie Lifetime (in days) - 30 days default
    4. Redirect URL
  4. Scroll down and click the Save and Build File button.
  5. Deploy your AJS file to propagate changes to your web property.

Event Mappings

MetaRouter provides all of the event mappings that Roku integrations typically require. You may add custom events, parameters or mappings in accordance with Roku’s API guidelines (please reach to your Roku support team for more information).


Global mappings will be applied to all events. If your parameter names do not match the Expected Inputs provided, you will need to overwrite the Inputs provided with your own.

Output KeyDescriptionExpected Input
String: IP address.context.ip
String: Unique user ID.anonymousId
w55cString: wfivefivec cookie value.context.providers.roku.wfivefivec
aEMString: Sha256 hashed email.context.traits.email

Event Specific

Order Completed

Output KeyDescriptionExpected Input
String: Order completed pixel ID.Enrichment - ORDER_COMPLETED_PIXEL_ID
tString: Event type.Enrichment - checkout
txString: The transaction ID is a unique identifier for a specific transaction or interaction.properties.order_id
skuString: SKU represents the unique identifier for products in inventory.N/A - Expression
priceString: The price parameter records the cost of the product or service involved in a transaction.N/A - Expression


Output KeyDescriptionExpected Input
String: Page pixel ID.Enrichment - PAGE_PIXEL_ID
tString: Event type.Enrichment - page

Required & Recommended Identifiers

These identifiers must be mapped to Roku in order for successful user matching to occur. Without these IDs, any events sent to Roku will be rejected. For your convenience, required and recommended IDs are mapped as Global parameters to ensure they are added to every event.

AttributeExampleSync Injector Required?