How CARIUMA Used Tie to Drive 7,200+ Purchases From Previously Invisible Shoppers

Most ecommerce brands spend heavily on ads, but have no visibility into visitors who land on their site. You might be driving a lot of traffic, but if users don’t fill out a form or opt into a popup, they stay completely anonymous. That means you can’t retarget, follow up, or convert them into customers.

CARIUMA was facing this exact issue. Their site was attracting high-intent visitors, but they couldn’t identify who was landing, browsing, or adding items to their cart. And as a brand that doesn’t offer discounts, they had no easy incentive to drive email sign-ups.

Instead of changing their principles, they changed their tools. By using Tie’s identity resolution platform, CARIUMA was able to:

• Identify 37,829 previously anonymous visitors, growing their daily email sends by 5%.
• Drive 7,272 new purchases from those users.
• Grow total revenue by 10% without adding discounts or new ad channels.

"In a time when customer acquisition is more expensive than ever, Tie helped us turn paid traffic into an owned audience. We went from renting users through Meta to building direct communication through email, without having to offer discounts."

Felipe Araujo, Chief Marketing Officer (CMO) at CARIUMA

About the brand

CARIUMA is a sustainable sneaker brand inspired by skate and surf culture. Known for timeless style, comfort, and eco-friendly materials, the brand plants two trees for every pair sold.

Challenge: High-intent traffic was slipping through the cracks

As a fast-growing, sustainability-first sneaker brand, CARIUMA has built strong demand through high-quality, creative, and thoughtful brand values, as well as loyal word-of-mouth. Their site was seeing tens of thousands of visitors weekly.

But most of these visitors left without a trace, and the brand couldn’t follow up, personalize, or even retarget them effectively. Here’s what was getting in the way:

1. iOS 14 broke Meta’s retargeting

With the rollout of Apple’s iOS 14 privacy updates, Meta lost the ability to track returning visitors reliably. Prospecting campaigns—meant to attract new shoppers—instead began targeting warm audiences who had already engaged. This broke retargeting completely:

“Meta retargeting pools have shrunk. Prospecting was doing a lot of retargeting because they wouldn’t recognize that those users had already engaged.”

CARIUMA had no way to cleanly separate new traffic from returning customers in Meta, and no visibility into how much money they were leaving on the table.

2. No discount policy made list growth even harder

CARIUMA chose not to offer discounts, and for good reason. As a sustainability-first brand, they didn’t want to create urgency with flash sales, dilute the product’s perceived value, or undermine revenue that would otherwise go to a strong cause.

While this choice protected brand integrity, it also meant:

• Email sign-up rates were low.
• Visitors had no strong incentive to subscribe.
• Gift-with-purchase (GWP) and early access promotions weren’t converting at scale.

“We didn’t want to discount. It’s really hard to get someone to sign up for email if they’re not getting an offer.”

3. Anonymous traffic was going unmonetized

Tens of thousands of site visitors couldn’t be tracked. They didn’t enter a pop-up, didn’t log in, and didn’t leave personally identifiable information (PII) behind, so they remained invisible. As a result:

• Email flows couldn’t trigger (welcome, browse abandon, cart abandon).
• High-intent users never got follow-up messaging.
• Revenue opportunities were lost by the minute.

“It’s not like we need new traffic. We just needed to recognize and engage the traffic we already had.”

Solution: Activated anonymous traffic without offering discounts

CARIUMA needed a better way to act on the traffic they already had, rather than creating a new channel. The team used Tie to de-anonymize website traffic without forms and route them into email flows that could actually be monetized.

Here’s how they set it up:

Plugged into their stack in hours, not weeks

Tie integrates seamlessly with Shopify, Cordial (email marketing tool), Meta, and Google Ads, without disrupting any of the brand’s existing workflows. The setup was simple. Once connected, Tie started passing accurate, enriched user profiles in real time.

“It was super easy—plug and play. We integrated it with Shopify, Google Ads, Meta, and Cordial in just a matter of hours.”

Built flows based on what users did on the site

Once new visitors were identified, the team routed them into three behavior-based sequences:

• Welcome flows for users who visited but didn’t explore deeper.
• Browse abandonment flows for those who viewed products.
• Cart abandonment flows for users who added items to their cart but didn’t complete the purchase.

“To me, it’s not about users converting from the flows. It’s about getting them to engage once, then they become part of our ongoing marketing sends.”

These email flows were designed to start the relationship. Anyone who engaged was enrolled in their ongoing CRM cadence. Those who didn’t were suppressed, keeping the list clean and focused.

Synced identified users across email and paid

All newly identified users were passed into Cordial to receive the right message based on on-site behavior. At the same time, those same users were pushed into Meta and Google for 2 specific needs:

• Warm shoppers were intentionally excluded from prospecting campaigns intended to reach new shoppers, keeping these ads focused on new users.
• High-intent traffic was included in retargeting campaigns to convert them effectively.

This kept ad spend tight and avoided overlapping campaigns.

Kept audience quality high with email-first logic

The goal was to grow email lists by capturing shoppers who wanted to hear from the brand. The team only added shoppers to the main list after they engaged with an email. That one signal helped them automatically distinguish between engaged users and passive traffic.

“The more I keep my audiences clean, the better it is. We exclude Tie-identified users from prospecting and push them into retargeting so Meta can focus on true acquisition.”

Results: 7,200+ purchases and a 10% lift in total sales

By using real behavior signals to trigger welcome, browse, and cart flows, the team ensured every new contact was messaged contextually and only added to the core list if they engaged.

With their paid efforts, CARIUMA synced identified users into Meta and Google exclusion lists for prospecting, while building retargeting audiences that were both larger and more accurate. This gave their team tighter control and cleaner campaign delivery.

Here’s what the results looked like:

• 37,829 newly identified users added to email flows, increasing their database by 5%.
• 7,272 purchases attributed to these users.
• 10% of total revenue is directly tied to Tie-identified contacts.

“I really believe we need to take full advantage of the traffic we drive to the site. What Tie allows me to do is go from renting an audience to owning it.”

Ready to convert anonymous traffic into actual customers?

Most ecommerce brands are spending on paid traffic, but are unable to track or retarget the majority of it. Anonymous visitors slip away, email flows miss the mark, and retargeting gets expensive fast. 

Identity resolution helps close this gap by identifying who’s already visiting your site.

This allows you to:

• Grow your email list without offering discounts.
• Trigger more personalized email flows for warm traffic.
• Clean up your paid campaigns and reduce wasted spend.

Leading brands like CARIUMA leverage identity resolution to turn nearly 38,000 invisible shoppers into over 7,200 new purchases, with no changes to creative or pricing.

If you're ready to stop losing high-intent traffic and start owning your growth, Tie helps you identify and engage the right users automatically.

Book a demo to see how Tie turns anonymous traffic into revenue.