Use this accelerator to re-engage visitors who viewed key product or content pages—but didn’t convert. With BlueConic’s real-time data collection and segmentation, you can deliver timely follow-ups across web, email, or ad channels to move mid-funnel visitors closer to conversion.
Focus area | Ideal For | Difficulty | Key Success Metrics |
Winback | Brands that want to convert mid-funnel interest into action by retargeting users who viewed high-value content or products but didn’t convert. Especially useful for teams looking to increase return visit rates, lower acquisition costs, and maximize ROI from existing traffic. | Intermediate |
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Skills Required:
Prior to beginning, ensure you can:
Create and modify:
Profile properties
Listeners
Segments
Connections
Dialogues
The Simulator
Identify and involve your internal marketing teams/decision makers
Track KPIs and metrics using Insights and external systems
Before you begin: complete the 8-box
Answer all of the questions in the 8-box to provide clarity and direction for your use case. This ensures that all stakeholders/decision makers are aligned and enables seamless creation of each CDP object. For example:
Define your objectives: Re-engage visitors who viewed key products or content but didn’t convert, to drive incremental conversions and reduce CPA.
Identify your target audience: Target users who visited product detail or content pages but didn’t complete a key action, such as add to cart or subscribe.
Review existing customer data: Use data like last viewed product/content, timestamp, visitor type, consent, and known identifiers.
Identify customer data gaps and how BlueConic listeners can fill them: Consider capturing deeper intent signals, such as multiple views or SKU interactions, and product preferences.
Define your segment definitions:
Visitors who viewed a product page with no cart event in 3 days.
Viewed a sale category but bounced or didn’t convert.
Revisited a category twice in 10 days without a purchase.
Marketing program scope: Identify which teams are needed to integrate with your loyalty program, set up listeners, segments, and connections, create creative content, configure dialogues, and create dashboards
Consider activation options: Export data to ESP or Ad platforms to draw users back to the site to make a purchase. A dialogue on your channel to encourage users to take another look (optional).
Establish your measurement approach: Define what success looks like—purchase, add to cart, email signup, or return visit. Track conversion rates, click-through rates, revenue, and re-engagement to measure campaign performance. Use BlueConic Insights, GA4, or your ESP to monitor metrics like “Return Visit Rate” or “Revenue per Re-engaged User.”
Create Profile Properties
You will need five profile properties for this use case. You may already have a profile property that suits your needs (for example, an existing email address property). You can use existing properties so long as the settings are configured as needed/outlined below. Otherwise, create the following profile properties to store data.
Email Address
Name: Enter a name that follows your company's naming conventions.
ID: Enter a custom ID if needed, or use the generated ID
Type: Email
Segmentation: Available for segmentation
Merge strategy: Keep both
Unique Identifier: Check for "is"
Last Viewed Product ID
Stores the unique ID or slug of the last product page the visitor viewed.
Name: Enter a name that follows your company's naming conventions.
ID: Enter a custom ID if needed, or use the generated ID
Type: Text
Segmentation: Available for segmentation
Merge strategy: Most recent
Unique Identifier: No
Last Viewed Product Name (Text)
Optional but helpful for use in personalized messages or merge tags.
Name: Enter a name that follows your company's naming conventions.
ID: Enter a custom ID if needed, or use the generated ID
Type: Text
Segmentation: Available for segmentation
Merge strategy: Most recent
Unique Identifier: No
Last Viewed Timestamp
Captures the time of the most recent product or content view.
Name: Enter a name that follows your company's naming conventions.
ID: Enter a custom ID if needed, or use the generated ID
Type: Date/Time
Segmentation: Available for segmentation
Merge strategy: Most recent
Unique Identifier: No
Has Purchased (Boolean or Text)
Used to suppress converted users; set to “true” after purchase or conversion.
Name: Enter a name that follows your company's naming conventions.
ID: Enter a custom ID if needed, or use the generated ID
Type: Text
Segmentation: Available for segmentation
Merge strategy: Most recent
Unique Identifier: No
Gather Data with BlueConic Listeners
To identify high-intent users, start by capturing the products or articles they view. This lets you store browsing behavior in profile properties, which can power follow-up messages.
In the BlueConic navigation bar, click Listeners> Add Listener.
Select one of:
URL listener – Track visits based on URL pattern (e.g., /product/)
JavaScript variable listener – Use page-specific variables for more control
Name the listener (e.g., Track PDP Views).
In the rule configuration:
Match a URL pattern like URL contains /product/ or URL contains /article/
Map the viewed item to a profile property:
For products: Last Viewed Product ID or Last Viewed Product Name
For content: Last Viewed Article Title
(Optional) Map related data:
Category: Last Viewed Category
Timestamp: Last Viewed Timestamp
Add Listener to any required Objectives.
Click Save and set the listener to On.
Tip: Use Timeline events to track repeat views or re-engagement windows.
Create Audience Segments
Once you’re tracking views, build a segment of users who showed interest—but haven’t converted yet. This segment forms the basis of your follow-up.
In the BlueConic navigation bar, click Segments> Add Segment.
Name it (e.g., Viewed PDP, No Purchase – 3 Days).
Add conditions like:
Last Viewed Product ID exists
Last Viewed Timestamp is within the last 3 days
Has Purchased equals false or is empty
Add to any required Objectives.
Click Save.
Configure a Connection
To follow up through external channels, export the segment to your email or ad platform. Personalize the messaging using profile data from the viewed product or article.
In the BlueConic navigation bar, click Connections> Add Connection.
Choose your activation platform (e.g., Klaviyo, Salesforce, Meta, Google Ads).
In the connection:
Add an Export goal
Choose the segment created for this use case
Map key fields:
Email
Last viewed product or article title
Consent status
Set an export schedule (e.g., every 4 hours).
Add to any required Objectives
Click Save and run the connection.
Note: Ensure your activation platform supports dynamic content if you plan to include product names in the messaging.
Testing and Validation
Thoroughly test all configurations to ensure accuracy and expected behavior.
Before going live, confirm that the campaign works end-to-end for both known and anonymous visitors.
Use the Simulator in BlueConic: Use a test profile to trigger a test segment logic.
Preview export fields in your email or ad connections.
Validate the export to your ESP or Ad Platform.
View the dialogue in Simulator to ensure merge tags and product links render correctly.
Check your consent settings and fallback behavior for anonymous users.
Measure your success
Success for this campaign hinges on re-engaging mid-funnel users and driving them closer to conversion. Start with built-in Insights to monitor performance, then expand to track revenue impact and audience efficiency.
Create an Insights dashboard to track re-engagement performance
Use BlueConic Insights to monitor how well your campaign brings users back and drives action.
In the BlueConic navigation bar, click Insights > Add dashboard.
Name the dashboard (e.g., Take Another Look Re-Engagement).
Click Add insight and choose the Dialogue Table Insight.
Use the Text filter (e.g., “take another look”) to display the campaign dialogue(s).
Review views, clicks, and conversion events to assess performance.
Tip: Add this dashboard to a recurring report review to inform optimization decisions.
Level-up: Track deeper impact across tools and metrics
For a broader view of ROI and behavioral impact, add these metrics:
Segment growth and re-engagement rate
Use the Segment Size Over Time Insight to see how many users re-enter the site after receiving a message or email.Conversion performance of re-engaged users
Compare purchase rates, add-to-cart behavior, or form completions from the targeted segment vs. site average.Email engagement metrics
In your ESP, monitor open rates and click-through rates for re-engagement emails. Look for uplift from dynamically personalized content.Revenue and CPA efficiency
In your ecommerce or BI tools, evaluate how re-engaged users contribute to revenue and whether they reduce cost per acquisition compared to cold audiences.Recognition ratio improvements
Use BlueConic Insights to monitor known vs. anonymous profiles. Re-engagement campaigns can help turn anonymous visitors into identifiable customers.