How CARIUMA Turned 7,000+ Anonymous Visitors into Buyers

Meta stopped recognizing the brand’s own customers

With the rollout of iOS 14, Meta’s ability to track returning visitors broke down. Prospecting campaigns intended to reach new shoppers unintentionally reached warm audiences, reducing budget efficiency and increasing customer acquisition costs (CAC).

“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 reliable way to separate new visitors from returning shoppers in Meta and no visibility into how much revenue they were losing because of it.

No discounts meant no reason to sign up

CARIUMA avoided discounting on principle. As a sustainability-first brand, they didn’t want to trigger impulse buys, dilute the value of their products or undermine revenue that would otherwise go to a strong cause.

“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.”

Without a traditional incentive, growing their email list felt like an uphill battle. While the brand had gifts with purchase offers and early access, these weren't converting at scale.

Anonymous visitors lead to lost revenue

Tens of thousands of high-intent shoppers were landing on the site but leaving completely untracked. There was no personally identifiable information (PII), making it impossible to follow up or retarget them.

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

The team couldn’t trigger welcome, browse abandonment, or cart abandonment email flows because those users simply didn’t exist in the database.

Identifying more shoppers without offering a single discount

Tie gave CARIUMA a way to identify their traffic, match them with real user data, and funnel them into revenue-driving flows, without disrupting creative or adding more work for the team. 

Since CARIUMA runs on Shopify, implementation took just a few hours. The platform plugged directly into their existing stack, feeding enriched PII into Cordial for email, and into Meta and Google to clean up ad funnels.

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

From there, the team built out three dedicated flows based on user behavior on-site:

• Browse abandonment flow: Visitors who viewed a product were routed to a browse abandonment flow.
• Cart abandonment flow: Those who added to the cart but didn’t purchase were sent a cart recovery sequence.
• Welcome flow: Users who simply landed on the site without deeper engagement entered a welcome series.

However, the real value came from capturing users they didn’t have access to before.

“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.”

Engagement with these early touchpoints was also important. Once a user opened an email, they were considered active and enrolled in CARIUMA’s broader CRM ecosystem. Those who didn’t engage were segmented out to avoid list bloat.

With paid efforts, Tie’s data helped CARIUMA sharpen their media strategy. All users identified by Tie were excluded from prospecting campaigns and instead funnelled into retargeting lists, making sure that Meta and Google reach new potential customers and reducing wasted spend on already-warm 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.”

Over 7,000 purchases from previously invisible shoppers

Tie didn’t just help CARIUMA grow their list. It helped them turn anonymous traffic into a repeatable revenue engine. Within weeks, the brand added a large number of new contacts to its email program. These were previously unidentified site visitors who now received tailored messaging based on real-time behaviour.

From that new segment alone, CARIUMA was able to turn 7,272 new shoppers into buyers, making a significant impact on sales during the period.

“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.”

By routing shoppers through welcome, browse abandonment, and cart abandonment flows based on their on-site behavior, CARIUMA ensured they only added users to their core list once they engaged.

“To me, it’s not about getting someone to convert right away. It’s about getting that first engagement. Then they’re part of our CRM.”

With their paid efforts, ad performance got cleaner and more efficient. CARIUMA passed Tie data into Meta and Google to build dynamic exclusion lists for prospecting and inclusion lists for retargeting, giving each channel better audience control. 

“Our impressions in retargeting campaigns grew. Prospecting CPAs dropped. Meta wasn’t wasting money on users we already had.”

"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."

Ready to capture more of your paid traffic and make it part of your CRM, without offering a discount?

If you’re still relying on paid traffic but have no idea who’s visiting your site, Tie helps you reclaim visibility, power better retargeting, and build an owned list that pays for itself.

Join brands like CARIUMA to leverage smarter identification strategies with Tie to turn anonymous traffic into real revenue.

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