One of the real benefits of the Pro plan is the ability to create a custom audience on Facebook. Since Omnisend Segments change dynamically over time, your Campaigns will be targeted at the most appropriate time. However, in this article, we will go beyond the scope of basic segmentation and create a Segment based on browsing behavior.
Tagging contacts in the Browsing-based sequence
If you already had time to look through the Segments settings, you may have noticed that we don't have the option to Segment your contacts based on the Browsing behavior. To solve this problem, we are going to use the Automation workflow tracking possibilities.
In the automation workflow settings, you may find a tag as one of the building blocks. Together with the Trigger, it will let you tag your contacts based on the trigger settings.
Let's imagine the Abandoned Cart automation with the tag right after the Trigger. In that case, every contact entering the sequence gets a tag. But the tag doesn't expire. Since we are more interested in the contacts that browsed your store recently, we need to find a way to make it dynamic.
The solution is pretty simple; we will remove the tag after the delay expires.
Here, the customer enters the workflow after abandoning a cart and gets a tag right away. Later we can add any number of the emails and the delays you find appropriate. At the end of the flow, we add a longer delay to keep the tag while running our retargeting campaigns, and finally remove it.
As a result, the tag stays assigned to the customer profile until he exits the sequence. However, in the Abandoned Cart automation, we have the default Exit condition set to the customer placed an Order. If the customer places an order somewhere in the middle of the flow, he will exit right away and won't get untagged.
To address this problem, we create an additional sequence that will untag your customers as soon as they place an order.
That's it! We are done with the Automation part and can create a Segment of the Cart Abandoners.
Creating a Segment of the Cart Abandoners
Unlike with the Automation, Segment setup is pretty straight and forward. All we need is to add a tag in the Segment settings.
After you save the Segment, you can sync it to your Facebook Custom Audience or Google Ads Customer match.
The Segment will update automatically, so you'll always have some fresh Cart Abandoners in the Segment.
If you still got some questions, feel free to reach out to our Support Team via in-app chat or at [email protected].