Only 3% of Shopify loja visitors buy on their first visit. The other 97% leave — many of them interested but not ready. Retargeting is the systematic process of re-engaging these visitors across multiple channels until they convert. It is the highest-ROI marketing channel for most Shopify lojas because the audience already knows your brand and has demonstrated interest through their browsing behavior.
A comprehensive retargeting strategy covers four channels: paid social (Facebook/Instagram), paid search and display (Google), email, and SMS. Each channel reaches visitors at different moments and with different message formats, creating a surround-sound effect that keeps your brand top-of-mind during the consideration period.
Por Que Retargeting Is Your Highest-ROI Channel
| Channel | Average ROAS | Cost per Conversao | Melhor Para |
|---|---|---|---|
| Facebook/IG Retargeting | 5-10x | $8-$20 | Carrinho abandoners, product viewers |
| Google Display Retargeting | 4-8x | $10-$25 | Product viewers, broad audiences |
| Email Retargeting | 36-42x | $0.50-$2 | Captured leads, carrinho abandoners |
| SMS Retargeting | 25-35x | $1-$3 | High-urgency, time-sensitive offers |
| Cold Vantagenspecting (comparison) | 2-4x | $25-$80 | New audience acquisition |
Building Retargeting Audiences
The key to effective retargeting is audience segmentacao. Naot all visitors deserve the same message or budget. Segment your audiences by behavior and intent level:
Tier 1 — Carrinho Abandoners (Highest Intent): Visitors who added products to carrinho but did not complete checkout. This is your hottest audience. Retarget aggressively across all channels for 7-14 days. Budget allocation: 40% of retargeting spend.
Tier 2 — Pagina de Produto Viewers: Visitors who viewed specific pagina de produtos but did not add to carrinho. They showed interest but need more convincing. Retarget with the specific products they viewed plus prova social (reviews, testimonials). Budget allocation: 30%.
Tier 3 — Collection/Category Viewers: Visitors who browsed categories but did not view individual products. Show them your bestsellers from the categories they browsed. Budget allocation: 20%.
Tier 4 — Pagina Inicial/General Visitors: Visitors who only saw the pagina inicial or a few pages without deep engagement. Lowest intent — retarget with brand awareness and bestseller ads only. Budget allocation: 10%.
Facebook & Instagram Retargeting
Set up the Facebook Pixel on your Shopify loja (Settings > Online Loja > Preferences). Create Dynamic Product Ads (DPA) that automatically show visitors the exact products they viewed. For carrinho abandoners, include the specific items left in carrinho with a reminder message. For product viewers, show the viewed product plus 2-3 similar alternatives.
The optimal Facebook retargeting ad structure: Image or carousel of the product(s) the visitor viewed. Copy that addresses the likely objection: "Still thinking about it? Gratis returns and frete gratis over $75." Call to action: Shop Naow. Audience window: 7 days for carrinho abandoners, 14 days for product viewers.
Google Display & YouTube Retargeting
Google remarketing reaches visitors across 2 million+ websites and YouTube. Set up the Google Tag on Shopify and create remarketing audiences in Google Ads. Use Dynamic Remarketing to automatically show the exact products visitors viewed. Google's reach complements Facebook — visitors see your brand across both social media and the broader web.
Email Retargeting Sequences
Email retargeting has the highest ROI of any channel because the marginal cost of sending an email is near zero. You need the visitor's email first — this is why email capture pop-ups like the EA Roleta de Premios are foundational to a retargeting strategy. Every email captured is a visitor you can retarget for free, forever.
Abandono de Carrinho Email Sequence:
Email 1 (1 hour): Carrinho reminder with product images and direct link to carrinho. Nao desconto. 40-50% open rate, 10-15% click rate.
Email 2 (24 hours): Social proof and Perguntas Frequentes. Include cliente reviews for the abandoned products. Address common objections (shipping time, return policy). 30-35% open rate.
Email 3 (72 hours): Offer a small incentive. 10% off or frete gratis if the carrinho value justifies it. Include a 48-hour deadline. 25-30% open rate, highest conversao of the three.
Browse Abandonment Email Sequence:
Email 1 (4 hours): "Still looking for [category]? Here are our most popular items." Include the products they viewed plus bestsellers. 20-25% open rate.
Email 2 (48 hours): Cliente reviews and testimonials for viewed products. "See what others are saying about [product]." 15-20% open rate.
SMS Retargeting
SMS has a 98% open rate and 90% of messages are read within 3 minutes. Use SMS for time-sensitive retargeting: venda relampago reminders, abandono de carrinho (at the 4-hour mark, after the first email), and back-in-stock notifications. Keep SMS messages under 160 characters with a direct link to the carrinho or pagina de produto. Always get explicit opt-in before sending SMS.
Attribution and ROAS Tracking
Track retargeting performance by channel using UTM parameters on all ad links and email links. In Shopify Analitico, filter by UTM source to see receita per channel. Calculate ROAS as Receita / Ad Spend for each retargeting tier and channel. Aim for 5x+ ROAS on retargeting campaigns. If any campaign falls below 4x, review the audience targeting and ad creative before increasing spend.
Key Stat: Shopify lojas using a multi-channel retargeting strategy (Facebook + Google + Email + SMS) recover 25-35% of otherwise-lost receita. The email component alone — powered by capturing emails via the EA Roleta de Premios Pop-up — typically delivers 10-15% of total loja receita at near-zero cost.
Perguntas Frequentes
O que e retargeting and how does it work for Shopify?
Retargeting shows ads or sends messages to people who have already visited your Shopify loja but did not purchase. It works through tracking pixels (Facebook Pixel, Google Tag) that identify visitors, then serves them ads on Facebook, Instagram, Google Display Network, and YouTube. Email and SMS retargeting reaches visitors who provided their contact information. Retargeting converts 3-5x better than cold prospecting because the audience already knows your brand.
O que e a good ROAS for Shopify retargeting ads?
A good ROAS for retargeting is 5-10x, meaning you earn $5-$10 for every $1 spent. This is significantly higher than cold prospecting ROAS of 2-4x. Carrinho abandoner retargeting typically delivers the highest ROAS at 8-15x. Product viewer retargeting delivers 4-8x. Pagina Inicial-only visitors deliver 2-4x. If your retargeting ROAS is below 4x, review your audience segmentacao and ad creative.
How long should I retarget Shopify visitors?
Retarget carrinho abandoners for 7-14 days with decreasing frequency. Product viewers for 14-30 days. Pagina Inicial-only visitors for 7 days maximum. Beyond these windows, diminishing returns set in and ad costs increase without proportional conversao. For high-ticket products with longer consideration cycles, extend windows by 50%. Always use frequency caps to prevent ad fatigue.
O que e the best retargeting email sequence for Shopify?
The optimal abandono de carrinho email sequence is 3 emails: Email 1 at 1 hour (reminder with carrinho contents, 40-50% open rate), Email 2 at 24 hours (add prova social or Perguntas Frequentes answers, 30-35% open rate), Email 3 at 72 hours (offer a small desconto or frete gratis, 25-30% open rate). This sequence recovers 10-15% of carrinho abandonados. Add SMS at the 4-hour mark for an additional 5-8% recovery.
How do I capture more visitors for retargeting?
Install the Facebook Pixel and Google Tag on every page. Use email capture pop-ups like the EA Roleta de Premios to collect emails from 15-20% of visitors (these can then be retargeted via email at zero cost). Enable Shopify cliente accounts to track logged-in behavior. The more visitor data you capture, the larger your retargeting audiences and the lower your cost per conversao.
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