To address these challenges, Primal developed a strategic plan that involved launching a “Customer list,” a high-potential audience pool. Crucial to this plan was using ‘purchases’ as the primary conversion event, particularly during the expansion of the in-app user pool. Additionally, the team prepared to test different conversion events, such as “View content” and “Add to cart,” within the prospecting campaign. This approach aimed to identify the most effective campaign structure to attract quality users who were more likely to engage with the shop.
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