How to create segments for retargeting campaigns with Eshop-rychle data#

Want your campaigns to reach the right customers? Create customer segments based on order data.

→ With the Mergado Orders extension, you can easily retrieve valuable customer and purchase data from your online store running on the Eshop-rychle platform. → In Mergado Editor, you can then easily create individual customer segments for remarketing campaigns from this data. → You can then send them to the target ad platform (Sklik or Google Ads) in just a few clicks using the PPC Wolf extension.

See the detailed guide: How to send data from Mergado Orders to Sklik and Google Ads.

This guide shows you how to create individual customer segments in Mergado Editor, also known as audiences.

How are segments (audiences) created in Mergado?#

Segments (audiences) are Queries in the context of Mergado Editor. They are created at the Products level. You just need to know which element you want to segment your customers by, and you can start creating.

What to segment by?#

There are many options. Below are several examples of how you can use order data from Mergado Orders to segment your customers.

1. Targeting business customers#

Use the VAT_ID element (contains the customer’s VAT number) to segment business customers. Use this segment for example to:

Create special offers for the B2B segment.
Differentiate communication for businesses and end consumers.

How to create a segment of business customers?

In Mergado Editor, go to the Products tab.
Select the VAT_ID element.
As the condition, select that this element “is not empty” — meaning the customer has a VAT number.
Name and save the query.

If you want a list of end consumers only, set the condition for VAT_ID to “is empty”.

2. Targeting by billing address#

Use the BILLING_CITY (billing city) or BILLING_COUNTRY (billing country) elements to segment by customer geographic location. Use these segments for example to:

Limit offers to specific regions.
Prepare campaigns for cities or countries with higher demand.

How to create segments by geographic location?

In Mergado Editor, go to the Products tab.
Select the BILLING_CITY or BILLING_COUNTRY element.
As the condition, select “contains”.
Enter the city or country you want to target.
Name and save the query.

3. Targeting by delivery address#

Use the SHIPPING_CITY (delivery city) or SHIPPING_COUNTRY (delivery country) elements to segment by actual delivery location. Use these segments for example to:

A campaign with free shipping or a special offer in a specific area.
Local promotional campaigns.

How to create segments by actual delivery location?

In Mergado Editor, go to the Products tab.
Select the SHIPPING_CITY or SHIPPING_COUNTRY element.
As the condition, select “contains”.
Enter the city or country you want to target.
Name and save the query.

4. Targeting by order value#

Use the CONVERSIONS_VALUE_VAT (total customer order value including VAT) or CONVERSIONS_VALUE (excluding VAT) elements to segment by order value. Use this segment for example to:

Create segments by spend level.
Reach VIP customers with a higher average spend.

How to create segments by order value?

In Mergado Editor, go to the Products tab.
Select the CONVERSIONS_VALUE_VAT or CONVERSIONS_VALUE element.
As the condition, select “is greater than”.
Enter the minimum order value that is relevant to you.
Name and save the query.

5. Targeting by multiple purchases#

Use the CONVERSIONS_ITEMS element (list of purchased products) to segment by number of purchased products. Use this segment for example to:

Identify bulk buyers or “big customers”. (You can also use the CONVERSIONS_QUANTITY element to find the number of units purchased, by setting the condition “is greater than”.)
Build special offers for multiple purchases (e.g. “buy more, get a benefit” type offers).

How to create segments by number of purchased products? If you want to target customers who purchased at least 2 products, you can find them using a comma. In the CONVERSIONS_ITEMS element, products are separated by commas. So if Mergado finds a comma in the CONVERSIONS_ITEMS element, we know it’s an order with at least two products.

In Mergado Editor, go to the Products tab.
Select the CONVERSIONS_ITEMS element.
As the condition, select “contains”.
The search value will be a comma. Enter ,.
Name and save the query.

There are many ways and options for segmenting customers. It’s entirely up to you what you choose. Once created, you can easily send the audiences to Sklik or Google Ads using the PPC Wolf extension.

ℹ️ Only use emails from customers who have consented to ad personalization (cookies/GDPR).

FAQ#

How do I create a segment (audience) in Mergado?#

Segments are Queries in the context of Mergado Editor and are created on the Products tab. They are a filtered group of customers assembled based on conditions set on specific elements.

Do I have to create segments, or can I target all customers at once?#

You don’t have to create segments. If you want to reach all customers in the export, simply skip creating queries. Segmentation is recommended, however, because it allows you to target more precisely and effectively.

Can I combine multiple conditions in one segment?#

Yes, in Mergado Editor you can set multiple conditions at once when creating a query, narrowing the segment further. For example, customers from Brno who also spent more than 5,000 CZK.

How do I work with segments once created?#

You use the created segments (queries) in the PPC Wolf extension, where you select them when creating an audience and send them to Sklik or Google Ads.

How do I know if a customer is a business or an end consumer?#

By the VAT_ID element. If this element is filled in (contains a VAT number), it is a business customer. If it is empty, the customer is an end consumer.

What is the difference between targeting by billing and delivery address? When to use which?#

The billing address (BILLING_CITY, BILLING_COUNTRY) corresponds to the customer’s home or business address. Useful for geographic campaigns targeting where the customer lives or operates. The delivery address (SHIPPING_CITY, SHIPPING_COUNTRY) corresponds to the actual delivery location. Useful for example for local campaigns or free shipping campaigns in a specific area.

How does cross-sell segmentation work? What exactly do I enter in the condition?#

Enter the name or identifier of the product the customer purchased. Mergado then filters all customers who have that product listed in the CONVERSIONS_ITEMS element. You can then reach this audience with an ad for a related product.

How should I enter the product name in the condition? The full name, or is part of it enough?#

The “contains” condition searches for a match with any part of the text, so entering just part of the product name is sufficient.

How do I create a segment of customers who spent above a certain amount?#

On the Products tab, select the CONVERSIONS_VALUE_VAT element (value including VAT) or CONVERSIONS_VALUE (excluding VAT), choose “is greater than” as the condition, and enter the required amount.

What is the difference between the CONVERSIONS_ITEMS and CONVERSIONS_QUANTITY elements when segmenting by multiple purchases?#

CONVERSIONS_ITEMS contains a list of purchased products separated by commas — using the comma you can determine whether the customer purchased more than one type of product. CONVERSIONS_QUANTITY contains the total number of units purchased — using the “is greater than” condition you can target customers who purchased more than e.g. 5 units regardless of the number of different products.