Retargeting is showing ads to people who have already interacted with your store or products (viewing a card, adding to cart, visiting a landing page) with the aim of bringing them back to purchase.
How retargeting works
The mechanics of retargeting rely on tracking events and then serving relevant ads to those audiences. There are two main implementation approaches:
- Onsite/internal Kaspi.kz retargeting: using the platform's native advertising tools to show ads inside the Kaspi.kz app and website. Supports dynamic product displays from cards and behavioral segments within the Kaspi ecosystem.
- Offsite/external retargeting: showing ads in ad networks (display, social, DSPs) based on a pixel/tags on your external site or CRM. This is suitable if you drive traffic to your own storefront before the purchase on Kaspi.
Technically, retargeting is built on three elements:
- Data collectors: a pixel, mobile app SDK or server integration (API) to capture events: view, add_to_cart, purchase.
- Segmentation: rules that group visitors by behavior, cart value, product categories, time since last visit.
- Creative and frequency: ads that sequentially influence the user (dynamic banner, remarketing with an offer, push notification).
Why retargeting matters for a Kaspi.kz seller
Retargeting saves marketing budget and increases conversion by focusing on users with clear intent:
- Higher conversion: sellers typically see a 10–40% lift in conversion with well-configured retargeting campaigns for abandoned carts and product views.
- Lower CPA: cost to acquire a real buyer via retargeting is usually lower than for cold traffic — savings of 20–50% depending on category.
- More repeat purchases: retargeting helps sell accessories and cross-sells: average uplift for cross-sell is 15–30%.
- Control over ROAS: you can calculate ROAS as revenue from retargeting divided by campaign spend and optimize your media mix.
Keep in mind Kaspi.kz market limitations: a large share of purchases happen inside the Kaspi app, so an external pixel is not always available for product cards — in those cases Kaspi's internal ads and CRM integrations deliver better results.
Use cases on Kaspi.kz — practical scenarios
Below are real scenarios you may encounter and recommended approaches:
Abandoned cart recovery
Target users who added items to cart but didn’t complete purchase within 24–72 hours. Offer a small incentive (discount, free delivery) or reminder creative with the exact items. Use dynamic creatives to display the cart contents and keep frequency higher in the first 3 days, then taper off.
Product card viewers
Showcase the same or similar products to users who viewed a card but didn’t add to cart. Use a 7–14 day window for most categories; for high-consideration goods (electronics, appliances) extend up to 30 days and include financing or reviews in the creative.
Cross-sell and accessories
After a purchase, retarget buyers with complementary items (cases, chargers, warranties). For loyal customers, use a 30–90 day window to promote accessories or higher-margin upsells.
Category-level retargeting
If users repeatedly browse a category (e.g., home appliances), run category-level dynamic feeds to show best sellers and items with a strong Buy Box position. This helps when exact SKU matching is weak.
CRM-driven campaigns
Use CRM segments (repeat buyers, high LTV customers) to deliver VIP offers or early access to promos. Sync offline purchases from Kaspi seller reports to your CRM to create richer segments.
Step-by-step campaign setup
- Define goals and KPIs: choose whether the priority is conversions, ROAS or retention and set target CPA/ROAS.
- Map user journeys: identify key events (view, add_to_cart, purchase) and decide on attribution windows for each segment.
- Implement tracking: for sellers operating exclusively on Kaspi.kz, enable platform tracking in the seller dashboard; for external storefronts, install a pixel/SDK or set up server-to-server events and pass product IDs.
- Create segments: e.g., viewed last 7–14 days, added_to_cart but not purchased, purchased in last 90 days.
- Prepare creatives and feeds: set up dynamic templates using product feed with IDs, images, prices and stock status. Localize copy for the Kazakhstan audience and mention Kaspi-specific terms (delivery via Kaspi, Kaspi Pay, etc.) where relevant.
- Launch test campaigns: start with small budgets, run A/B tests on creatives and frequency, and verify event attribution.
- Measure and optimize: monitor CTR, conversion rate, CPA and ROAS. Reassign budget to the best-performing segments and creatives.
Tactics and optimization: what works best
- Priority segments: abandoned carts and recent product viewers deliver fastest wins.
- Dynamic creatives: show exact SKUs or closest matches; include price, discount and seller rating where possible.
- Sequential messaging: use a sequence: reminder → incentive → social proof → final reminder to nudge users through the funnel.
- Frequency capping: avoid ad fatigue by limiting impressions per user and concentrating impressions earlier in the remarketing window.
- Bid and budget rules: increase bid aggressiveness for high-intent segments (added to cart) and reduce it for broader segments (category viewers).
- Use exclusion lists: exclude recent purchasers or users already converted via another channel to save spend.
Limitations, common mistakes and how to avoid them
- Relying only on external pixels: because many purchases happen inside the Kaspi app, external pixels won't capture all events — pair them with Kaspi's internal tools where possible.
- Poor feed quality: mismatched IDs, missing images or incorrect prices harm dynamic creatives. Keep the product feed synchronized with Kaspi inventory.
- Overexposure: too many impressions cause ad fatigue and negative brand impact — monitor CTR and conversion trends closely.
- Wrong attribution windows: mismatched windows can mislead ROAS calculations. Align attribution with typical purchase cycles for your category.
- Not testing creatives: assume nothing — test CTAs, images, offer types and formats to find what resonates with the Kazakhstan audience.
Tools and automation
Key tools to streamline retargeting:
- Kaspi internal ads and seller dashboard: native retargeting options, audience segments and reporting inside the platform.
- Product feed management: automated feeds that export SKU ID, price, stock and promo flags for dynamic templates.
- CRM and server-to-server integrations: sync purchase and customer events for richer segmentation and better match rates.
- DSPs and ad networks: for offsite retargeting when you drive users to your own storefront before purchase on Kaspi.
- Automation rules: auto-adjust bids by segment, pause creatives with high negative feedback, and rotate templates based on performance.
Checklist before launch:
- Events implemented and verified (view/add_to_cart/purchase)
- Product feed synced and tested for dynamic ads
- Segments created and exclusion lists set
- Frequency caps and bid rules defined
- Measurement plan for ROAS/CPA and control group testing
Retargeting on Kaspi.kz can be one of the most cost-efficient levers for increasing conversions and repeat purchases when you combine the platform's internal capabilities with clean data, smart segmentation and continual creative testing.
Часто задаваемые вопросы
- How do I correctly connect a pixel or SDK for retargeting if I sell on Kaspi.kz and also on my own storefront?
- If you sell only on Kaspi.kz, use the platform's built-in tools and tracking in the seller dashboard; an external pixel on the marketplace itself is usually not available. If traffic goes to your site before the purchase on Kaspi, install a pixel or SDK on your site/app and/or set up a server integration, push events view/add_to_cart/purchase and pass product IDs for dynamics. Be sure to test events and SKU matching before launching the campaign.
- Which audience segments should I set up first for retargeting on Kaspi.kz to quickly lift conversion?
- Start with “viewed product card in last 7–14 days” and “added to cart but didn’t buy” — they deliver the fastest conversion uplift. Additionally, create segments by cart value (high average check), by product category and by time since last visit to personalize offers. For repeat sales, build a segment of buyers from the last 90 days and offer accessories or upsells.
- How do I set up dynamic creatives for product cards on Kaspi.kz to show relevant banners?
- Use a product feed with current IDs, prices and stock and connect it to the platform's or DSP's dynamic ad templates. Set substitution rules for title, image, price and promo terms; synchronize inventory so you don’t show out-of-stock items. Test multiple templates and CTAs to optimize click-through and conversion.
- What frequency capping is recommended for retargeting so as not to drive users away?
- We recommend starting with 3–5 impressions per week for colder retargeting segments and 5–10 impressions per week for users who already added items to cart. Apply staged intensity: more impressions in the first 3–7 days after the event, then reduce frequency. Monitor metrics (CTR, CPM, conversion) and lower impressions if rejection or declining effectiveness grows.
- Which metrics should I use to evaluate retargeting effectiveness and how do I calculate ROI?
- Key metrics are conversion rate to purchase for retarget segments, CPA/ROAS, average order value and incremental repeat purchases; compare to a control group without retargeting. To calculate ROI, include all costs for impressions and creatives and compare them to incremental revenue attributed to retargeting within your chosen attribution window. When possible, run A/B tests or an experiment that disables the campaign to measure incrementality.
