With Omnisend segments, you can target cart abandoners on multiple levels. In addition to sending them automated messages, you can use these segments for targeted Facebook and Google Ads, helping bring shoppers back to their cart to complete their purchase.
Before You Begin
You need a Facebook Business Manager account or Google Ads account connected to Omnisend. Learn how to integrate Facebook Custom Audiences or integrate Google Ads Customer Match.
Your Facebook audience will be much smaller than your Omnisend segment. A 10,000-contact segment typically matches 500–1,500 people on Facebook (5–15% match rate). This is normal since Facebook only includes people who have Facebook accounts, use the same email, and haven't opted out of behavioral advertising.
Syncing takes time. Small segments (<5K contacts) sync in 5–15 minutes; large segments (25K+) take a few hours due to API batching. Facebook and Google may take up to 24 hours to process your audience.
Facebook connections expire every 60 days. You'll receive an email reminder. Your ads will continue running, but Omnisend will stop syncing new contacts until you renew.
Create a Segment of Cart Abandoners
To create a segment of cart abandoners, go to Audience → Segments → Create segment → Create from scratch → Add filter → select Added product to cart.
The Added product to cart filter is by default set to segment all contacts that have added any products to their cart at any time. However, you can adjust the filter settings based on your preference.
For example, if you want to focus on recent cart abandoners, you can set a time range, such as the last 15 days. You can choose a shorter or longer timeframe depending on your goals.
⚠️ Important: Add a Placed order filter to avoid retargeting customers who already purchased. This prevents wasted ad spend and ensures you're only targeting true cart abandoners. Set the filters as follows:
Added product to cart in the last X days AND Has not placed order in the last X days
You can also refine your segment using additional filters, such as targeting contacts based on specific products or collections they added to their cart, or by the total value of their cart. This helps you deliver more precise messaging and ads.
💡 Want to create a segment of contacts who entered your Abandoned Cart automation? Simply add a Tag block in your workflow, then use that tag to build your segment.
That's it! You're ready to sync your segment.
Sync Segment to Facebook or Google
After you save your segment, go to your Segments list → click the three dots next to your segment → click Sync to Google or Facebook.
You'll then be prompted to choose the platform you want to sync your segment with.
From there, follow the steps to complete the sync and start designing targeted ads. The segment will update automatically, ensuring you always have a fresh audience of cart abandoners to retarget.
💡 You can follow this same process for any type of segment. For example, you might create a cross-sell segment and use it to run targeted ads through Facebook or Google Ads.
FAQ
Why is my Facebook audience much smaller than my Omnisend segment?
This is expected. Facebook only includes people who:
Have a Facebook account.
Use the same email in both Omnisend and Facebook.
Haven't opted out of behavioral advertising.
Most audiences see a 5–15% match rate (10,000 contacts → 500–1,500 on Facebook).
Can I sync SMS-only segments (no email addresses)?
Facebook Custom Audiences can match contacts using phone numbers or email addresses. However, match rates may be lower for phone-only segments. For best results, ensure your segment includes both email addresses and phone numbers where available.
If you still have some questions, feel free to reach out to our Support Team via in-app chat or at [email protected].