Concepts
How Nerja works
The path from a click on your store to a recovered order: events, identity, intent, audiences, campaigns, attribution.
The pipeline#
- 1Collect
Tag · SDK · API · store sync send events
- 2De-duplicate
an event id is processed once
- 3Identify
anonymous visitor → known person
- 4Score intent
audiences (who) + triggers (when)
- 5Campaign
only on channels they can receive
- 6Measure
delivered · opened · clicked · purchased
A typical store funnel has this shape: most visitors never reach the cart, and many carts are abandoned. Recovery campaigns work on the leaks. Your own numbers appear in Data Brain.
One person, many devices#
Website visit
anonymous cookie id
Android app
install + FCM token
iPhone app
install + FCM token
One lead
sara@example.com
Full history
web + app events
Every push token
Orders & revenue
The merge happens when the person identifies themselves: a login, a sign-up, or an email typed into a form.
A visitor starts anonymous (a first-party id). When they sign up, log in or fill a form with their email, Nerja links the anonymous history to that person. The same person can have a website visit, an Android install and an iPhone — their events and push tokens are merged into one lead.
// what
Identify the person (email, phone, user id) as early as you legitimately can.
// why
Anonymous visitors cannot be emailed or pushed. Identity is what turns an abandoned cart into a message that can be sent.
Intent scoring#
Behaviour is turned into intent: browsing several products, adding to cart, starting checkout, leaving. Those become audiences (Cart Abandoned, Checkout Abandoned, Browse Abandoned) and the journey events user_promotion_event, abandoned_cart_event, potential_buyer_event, abandoned_checkout_event and success_buyer_event, which also work as campaign triggers.
Who can be reached where#
| Channel | A person is reachable when… |
|---|---|
| they have an email address | |
| SMS / WhatsApp | they have a phone number |
| Push | they have at least one active FCM token (an app install, or a browser that allowed notifications) |
Note
Attribution#
Campaign links are click-tracked. A purchase by the same person after a click, within the attribution window (90 days), is credited to the campaign. See tracking.
Prefer to talk it through? Book a 30-minute call with the Nerja team.
Something unclear or missing? Email support@nerja.ai and we will improve this page.