Retarget shopping cart abandoners with Google Ads

When you sync first-party customer event data from Segment to your Google Ads or Google Analytics account, you'll be able to retarget users who abandon your checkout flow. Once you have data flowing from Segment into Google Ads, you'll be able to identify users where Product Added is true, but Order Completed is not. From there, you can create an audience and retarget shopping cart abandoners with compelling offers to nudge them into completing a purchase.

How this works:
  1. Connect Google Ads or Google Analytics as destinations in your Segment workspace
  2. Build a custom audience based on the logic where events Product Added but without Order Completed (note: these event names are examples, be sure to use event names from your tracking plan)
  3. Create and import display ads for your cart abandonment retargeting campaign
  4. Launch your campaign, measure, and optimize!
Steps to get started:
  1. Set up event tracking with Segment (here's an ecommerce tracking plan example)
  2. Get data flowing from Segment to Google Ads or Google Analytics
  3. Build custom audiences of cart abandoners within your Google account(s)
Tools you need:
  • Segment
  • Google Ads account
  • Optional: Google Analytics
Connect Segment + Google Ads

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How Google Ads works with Segment

Segment provides an easy-to-use event mapping interface with Google Ads so you can use your existing track events to trigger conversions and remarketing tags. Revenue will be mapped and passed along automatically, plus your event properties get sent through to Google Ads as custom parameters. You can also fire one or more remarketing tags on all pages of your site, using just the conversion label identifier.

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