Marketing Setup

A great store means nothing if customers can't find it. This guide walks you through the essential marketing setup for a new CartOS store—from tracking and analytics to email capture and advertising pixels. Get these foundations in place before you start driving traffic.

Marketing setup checklist

Here's what we'll cover, roughly in order of priority:

  1. Google Analytics and Search Console
  2. Email capture and automation
  3. Abandoned cart recovery
  4. Advertising pixels (Facebook, Google, TikTok)
  5. Social media integration
  6. Google Shopping and product feeds
  7. Review collection
  8. Referral and loyalty programs

You don't need everything on day one. Start with analytics and email—then add more as you grow.

Analytics and tracking

Google Analytics

Google Analytics shows where your visitors come from, what they do on your site, and how well your marketing works. Essential for making data-driven decisions.

To set up:

  1. Create a Google Analytics 4 property at analytics.google.com
  2. Get your Measurement ID (starts with G-)
  3. In CartOS, go to Settings › Integrations › Google Analytics
  4. Paste your Measurement ID and save

CartOS automatically sends e-commerce events (product views, add to cart, purchases) so you get full purchase funnel data.

See Connecting Google Analytics for detailed setup.

Google Search Console

Search Console shows how your site performs in Google search—what queries bring traffic, your rankings, and any issues Google finds.

To set up:

  1. Go to Google Search Console
  2. Add your domain as a property
  3. Verify ownership (CartOS provides a verification meta tag in Settings › Integrations)
  4. Submit your sitemap: yourstore.com/sitemap.xml

Check Search Console periodically to monitor your SEO health and find optimization opportunities.

Email marketing

Email is one of the highest-ROI marketing channels for e-commerce. Start building your list from day one.

Setting up the Automation Bolt

The Automation Bolt handles email marketing, transactional emails, and automated sequences. Enable it in Settings › Bolts.

Key setup steps:

  1. Configure sender settings – Set your "from" name and email address
  2. Verify your domain – Add DNS records for better deliverability
  3. Customize templates – Brand your email templates with your logo and colors
  4. Set up core automations – Welcome series, abandoned cart, post-purchase

See Getting Started with the Automation Bolt for full setup.

Email capture

Grow your list by capturing emails throughout your site:

  • Newsletter signup – Footer signup form (built into most themes)
  • Pop-up – Triggered pop-up offering a discount for signup
  • Exit intent – Capture leaving visitors with a last-chance offer
  • Checkout – Marketing opt-in checkbox during checkout

Configure pop-ups in Automation › Pop-ups. A common effective approach: offer 10% off the first order in exchange for email signup.

Welcome series

New subscribers should receive an automated welcome sequence:

  1. Welcome email (immediately) – Deliver the promised discount, introduce your brand
  2. Brand story (day 2-3) – Share your values, what makes you different
  3. Best sellers (day 4-5) – Showcase popular products
  4. Social proof (day 7) – Reviews, testimonials, or user-generated content

Create this sequence in Automation › Automations › New Automation.

Abandoned cart recovery

About 70% of shopping carts are abandoned. Automated recovery emails can bring back a significant portion of those sales.

Setting up abandoned cart emails

  1. Go to Automation › Automations
  2. Enable the Abandoned Cart automation (or create your own)
  3. Configure timing and content

Recommended sequence

  • Email 1 (1 hour after abandonment) – "Did you forget something?" with cart contents
  • Email 2 (24 hours) – Reminder with product benefits or reviews
  • Email 3 (48-72 hours) – Final reminder, possibly with a small discount

Start with one email and add more as you see results. Even a single abandoned cart email can recover 5-10% of abandoned carts.

Advertising pixels

If you plan to run paid ads, install tracking pixels before you start spending. Pixels track visitor behavior so ad platforms can optimize targeting and measure results.

Meta Pixel (Facebook/Instagram)

Required for Facebook and Instagram advertising.

  1. Create a pixel in Meta Events Manager
  2. Copy your Pixel ID
  3. In CartOS, go to Settings › Integrations › Meta Pixel
  4. Paste your Pixel ID and save

CartOS fires standard e-commerce events: PageView, ViewContent, AddToCart, InitiateCheckout, Purchase. This enables conversion tracking and retargeting audiences.

Conversions API

For better tracking accuracy (especially with iOS privacy changes), also set up the Conversions API:

  1. In Meta Events Manager, generate an access token for the Conversions API
  2. Add the token in CartOS integration settings

This sends server-side events that aren't blocked by ad blockers or browser privacy features.

Google Ads

For Google Ads conversion tracking:

  1. In Google Ads, go to Tools › Conversions
  2. Create a conversion action for purchases
  3. Get your Conversion ID and Conversion Label
  4. Add these in Settings › Integrations › Google Ads

Optionally set up enhanced conversions for better matching and attribution.

TikTok Pixel

If you're targeting younger demographics, TikTok ads can be effective:

  1. Create a pixel in TikTok Ads Manager
  2. Copy your Pixel ID
  3. Add it in Settings › Integrations › TikTok Pixel

Pinterest Tag

For visually-driven products, Pinterest can drive significant traffic:

  1. Create a tag in Pinterest Ads Manager
  2. Add your Tag ID in CartOS integrations

When to install pixels

Install pixels before you start advertising. Pixels need data to work well—even organic traffic helps build audiences. By the time you're ready to run ads, you'll have useful data for retargeting and lookalike audiences.

Social media integration

Social links

Add your social media profiles in Settings › Social Media. These appear in your theme's header or footer and help customers find and follow you.

Social sharing

Most themes include social sharing buttons on product pages. Verify they're enabled in your theme settings and that shared links look good (proper image, title, description).

Open Graph tags

CartOS automatically generates Open Graph meta tags so your products look good when shared on social media. The product image, title, and description are pulled automatically. You can customize the social sharing image in product settings if needed.

Instagram shopping

Connect your Instagram business account to tag products in posts and stories:

  1. Ensure you have an Instagram Business account connected to a Facebook Page
  2. Set up a Facebook catalog (via Stock Genius Bolt or manual setup)
  3. Apply for Instagram Shopping in the Instagram app
  4. Once approved, tag products in your posts

Facebook Shop

Create a shop on your Facebook Page that syncs with your CartOS catalog. The Stock Genius Bolt handles product sync automatically.

Google Shopping

Google Shopping shows your products in Google search results with images and prices. High-intent traffic from people actively searching for products.

Setting up Google Merchant Center

  1. Create an account at Google Merchant Center
  2. Verify and claim your website
  3. In CartOS, go to Settings › Sales Channels › Google
  4. Connect your Merchant Center account
  5. Configure your product feed settings
  6. Submit your products for review

Product feed optimization

Your products need to meet Google's requirements:

  • GTIN/UPC – Add barcodes to products when available
  • Product category – Map products to Google's taxonomy
  • High-quality images – Clean product photos on white backgrounds work best
  • Accurate pricing – Price on your site must match the feed
  • Shipping and tax – Configure in Merchant Center

Free listings vs. paid

Google offers free product listings in the Shopping tab. You can also run paid Shopping campaigns for prominent placement. Start with free listings to test, then add paid campaigns if you see good results.

Review collection

Reviews build trust and improve conversions. Set up automatic review requests.

Reviews Bolt setup

  1. Enable the Reviews Bolt in Settings › Bolts
  2. Configure when review requests are sent (typically 7-14 days after delivery)
  3. Customize the review request email
  4. Enable review display on product pages

Review request timing

Send review requests after customers have had time to use the product, but while the purchase is still fresh:

  • Quick-use products (food, consumables) – 3-7 days after delivery
  • Standard products – 7-14 days after delivery
  • Long-term products (furniture, appliances) – 14-30 days

Incentivizing reviews

You can offer small incentives for leaving reviews (discount on next order, loyalty points), but be careful:

  • Don't require positive reviews for incentives
  • Disclose that incentives were offered
  • Check platform rules (some marketplaces prohibit incentivized reviews)

Loyalty and referrals

Once you have customers, turn them into repeat buyers and advocates.

Loyalty program

The Loyalty Bolt lets you reward repeat purchases with points:

  1. Enable the Loyalty Bolt
  2. Configure point earning rates (e.g., 1 point per dollar spent)
  3. Set up rewards (e.g., 100 points = $5 off)
  4. Optionally add tiers for VIP customers

Launch a loyalty program once you have repeat customers—it won't help much if everyone is a first-time buyer.

Referral program

Turn customers into marketers by rewarding referrals:

  1. In Loyalty Bolt, enable referral rewards
  2. Set rewards for both referrer and referee (e.g., both get $10 off)
  3. Customers get unique referral links to share

Referral programs work best when your product is something people naturally talk about or when the incentive is compelling enough to prompt sharing.

Post-purchase marketing

The sale isn't the end—it's the beginning of the customer relationship.

Post-purchase email sequence

  1. Order confirmation (immediate) – Already automatic, but can be customized
  2. Shipping notification (when shipped) – Automatic with tracking
  3. Delivery follow-up (day 1-2 after delivery) – Check if everything arrived okay
  4. Review request (day 7-14) – Ask for a review
  5. Cross-sell (day 21-30) – Suggest complementary products
  6. Replenishment reminder (for consumables) – "Time to reorder?"

Win-back campaigns

Re-engage customers who haven't purchased in a while:

  • Create a segment of customers with no purchase in 60-90 days
  • Send a "We miss you" email with an incentive to return
  • Showcase new products they might have missed

Marketing integrations

If you use external marketing tools, CartOS integrates with many:

  • Klaviyo – Advanced email and SMS marketing
  • Mailchimp – Email marketing
  • Omnisend – E-commerce marketing automation
  • Privy – Pop-ups and email capture
  • Gorgias – Customer support with marketing context
  • Yotpo – Reviews and visual marketing

Find integrations in the Bolt Store or Settings › Integrations.

Measuring marketing performance

Key metrics to track

  • Traffic sources – Where visitors come from
  • Conversion rate – Percentage of visitors who buy
  • Customer acquisition cost (CAC) – How much you spend to get a customer
  • Customer lifetime value (LTV) – Total revenue from a customer over time
  • Return on ad spend (ROAS) – Revenue generated per dollar of ad spend
  • Email metrics – Open rate, click rate, revenue per email

Where to find data

  • CartOS Analytics – Sales, orders, products (Settings › Analytics)
  • Google Analytics – Traffic, behavior, attribution
  • Automation Bolt – Email performance
  • Ad platforms – Campaign-specific metrics

Getting started priority

If you're feeling overwhelmed, focus on these first:

  1. Google Analytics – You can't improve what you don't measure
  2. Email capture – Start building your list immediately
  3. Abandoned cart emails – Quick win with direct revenue impact
  4. Facebook Pixel – Even if you're not advertising yet, start collecting data

Add everything else as you grow and your marketing becomes more sophisticated.

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