Retargeting for eCommerce Conversions

As part of your broader digital marketing strategy, it’s key to build a strategy tailored to your visitors.

And when it comes to executing on that digital strategy, what’s more frustrating than seeing your webstore visitors leaving your site without buying or worse, during the checkout process? You’ve spent time and resources getting them to your website only for them to leave empty handed.

That’s not a strategy for growth. It’s a huge missed opportunity for driving incremental online revenue. Fortunately, there are tools you can implement to “re-capture” those visitors and convert them into revenue generating customers

In this post we will look at a few of the tools that can help to optimize your digital marketing strategy when it comes to lead conversion by using retargeting techniques.

What is Retargeting?

A picture is worth a thousand words:

retargeting definition.PNG

Let’s let at some of the tools today that can complement your existing webstore platform:

Google Tag Manager Tracking

Image result for google tag manager logo

First, you need to make sure you are tracking relevant visitor behavior to build a successful retargeting strategy. For a typical webstore, key behaviors you need to track include add to cart, checkout, and purchase activities. The best and most flexible way is to pass this information via the data layer. For this, the best solution is Google Tag Manager.

Technically speaking, a data layer is a JavaScript object or variable that stores and sends information from your site to Google Tag Manager, which can then be transferred to tools such as Google Analytics for further analysis. Google Tag Manager is a virtual layer of your website, collecting the data points you deem critical to your online business performance.

In Google Tag Manager, there are pre-existing templates you can use, or you can configure custom tags specific to the needs of your business.

gtm trigger

Google Ads – Cost Per Click (CPC) Retargeting

Image result for Google Ads logo

Google Ads is the most commonly used online advertising service. You can pay to display your ads on top of the Google search result you deem relevant to your business and are only charged based on the number of clicks each ad receives.

Based on the setup described above, you’ll have to tag your site to enable the Google Ads remarketing feature. Once done, can create retargeting campaigns to help drive visitors back to your webstore.

Compared to traditional campaigns, those campaigns usually generate a higher clickthru rate and a lower cost per click.

Email Retargeting with MailChimp


MailChimp is a marketing automation tool that offers an easy integration to its marketing automation module from your webstore. Using an API, the webstore sends information about products, carts, customers, and orders. With MailChimp, you can configure a desired set of rules, and more specifically a “recover abandoned cart” email. You can decide when this email should be automatically sent out; for example, within 12 hours of a visitor abandoning the cart on your webstore.

marketing automation

Social Media Retargeting with Facebook

Facebook provides a pixel which you can add into the source code of your webstore. This allows you to track relevant actions (conversions) for your business such as registration, add to cart, and purchase.

The Google Tag Manager setup described earlier will help.

facebook pixel

After testing, you will be able to easily track conversions in Facebook, create audiences and retargeting campaigns.

The Audience tool is very powerful and allows you to create audiences similar to your target group to expand your digital reach footprints.

facebook lookalike

Facebook provides different levels of configuration for your campaign:

  • Account (your webstore in most cases)
  • Ad Set
    • What’s the target?
    • Where do you want your ad to display?
    • What’s your budget?
    • What’s the duration of the campaign?
  • Ad
    • Which format?
    • Which images or videos?
    • Which links?
    • Which call-to-action?

Facebook, being aware of conversions, can automatically adapt ad delivery to people more likely to take certain actions. And will measure the results according to your campaign objectives.

facebook adpreview

By leveraging the capabilities of common tools such as Google Tag Manager, Google AdWords, MailChimp, and Facebook, you can extend your digital reach, lowering cart abandonment rates and increasing online revenue.

Want to learn more about the digital marketing capabilities of commercebuild? To set up a demo, contact


Emmanuel Mouchel

Explorer . Gastronome . Sports Enthusiast .

commercebuild Product Manager

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