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Abandoned Browse for Composable CDP

Solution accelerator

  • Introduction

  • Tracking Setup

  • Data Modeling

  • Reverse ETL Integration

  • Braze Campaign Setup

  • Conclusion

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Introduction

Abandoned browse is a common ecommerce problem where users show interest in products but don't complete a purchase. It is also referred to as "shopping cart abandonment," "abandoned basket," or "abandoned cart." Despite how common it is, it is still a challenge to implement a successful re-engagement campaign when using traditional marketing tools because they lack all the context needed to create a compelling personalized message. At Snowplow, we have found that a composable CDP approach is the best way to solve this problem. This tutorial has been written to show that it is straightforward to get started.

Abandoned Browse

This tutorial demonstrates how to implement an abandoned browse tracking and re-engagement system using Snowplow, Snowflake, and Census. This solution helps ecommerce businesses identify and re-engage users who have shown interest in a product (e.g., viewed something for 10+ seconds) but haven't proceeded further.

Composable CDP

Prerequisites​

  • An ecommerce website with a product catalog to track events from
  • Snowplow instance:
  • Access to a data warehouse: e.g., Snowflake
  • Reverse ETL: Census Reverse ETL or Snowplow Reverse ETL
  • Marketing automation platform: e.g., Braze

What you'll learn​

  • How to implement product view tracking using Snowplow's JavaScript tracker
  • Setting up time-on-page tracking to measure user engagement
  • Creating SQL queries to identify abandoned browse behavior
  • Implementing Reverse ETL workflows to sync data to marketing platforms
  • Building automated re-engagement campaigns

Business outcomes​

  • Identify users showing genuine interest in products
  • Measure product engagement through view time and interaction
  • Create targeted re-engagement campaigns
  • Increase conversion rates through personalized messaging
  • Track campaign effectiveness and ROI

Similar use cases​

This solution can be adapted for:

  1. Abandoned cart recovery: extend the tracking to include cart additions and checkout steps
  2. Product recommendations: use viewing patterns to suggest related items
  3. Category affinity analysis: understand user preferences across product categories
  4. Price drop alerts: notify users when viewed items go on sale
  5. Inventory alerts: alert users when viewed out-of-stock items become available

By following this tutorial, you'll establish a complete abandoned browse tracking and re-engagement system that can be expanded to support various ecommerce marketing initiatives.

Next step​

Proceed to the tracking setup step to implement the tracking setup.

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