When implementing behavioral targeting, what primary data point differentiates a user added to a 'shopping cart abandoners' segment from a 'completed purchase' segment?

The primary data point that differentiates a 'shopping cart abandoners' segment from a 'completed purchase' segment is the presence or absence of a successful purchase event. Behavioral targeting involves segmenting users based on their actions or behaviors on a website or app. A 'shopping cart abandoner' is a user who added items to their online shopping cart but did not complete the purchase transaction. The data point indicating this behavior is the presence of 'add to cart' events without a corresponding 'purchase confirmation' or 'order completed' event tied to that user's ID. Conversely, a user in the 'completed purchase' segment has triggered the 'purchase confirmation' or 'order completed' event, signaling that they finalized the transaction. This event data, collected typically through website tracking pixels like the Mail.ru Pixel or server-side tracking, is the key differentiator. For example, if a user adds a product to the cart but leaves the site, the pixel registers this action without a subsequent purchase confirmation. If the pixel records a purchase confirmation, they are classified as a customer and added to the completed purchase list. Thus, the presence or absence of this final purchase confirmation event is what sorts the users into their respective segments.