Targeted advertising for websites on Horoshop

Technical foundation: tracking and server-side data transmission in the post-cookie era

Conversions API integration and the EMQ parameter

For Meta and TikTok, the Conversions API is no longer an optional feature but a basic standard. If a store on Khoroshop transmits events only via a browser pixel, some purchases are lost due to iOS restrictions, AdBlock, and privacy settings. Server-side transmission via GTM or Horoshop built-in modules helps recover up to 30% of events that would otherwise be excluded from optimization.

We also check Event Match Quality (EMQ) separately. When placing an order, the customer provides a phone number and email; this data is transmitted to ad networks in hashed form and helps identify the user across devices. For stable learning, the target EMQ should be above 6.0.

What the audit reveals

In most accounts with high CPA, we find not a creative issue, but «gaps» in the data: duplicate Purchases, missing Value, conflicts between the pixel and CAPI, or incorrect checkout events. That’s why at WEDEX, tracking audits are performed before the budget is launched, not after the first losses occur.

Optimization for value and accurate UTM tagging

Horoshop checkout architecture provides algorithms not just with a Purchase signal, but with the transaction amount. This allows you to run campaigns optimized for value and ROAS, rather than buying the maximum number of cheap but low-margin orders. For end-to-end analytics, all campaigns are tagged according to a single standard.

1. utm_source — platform: fb, ig, tiktok.
2. utm_medium — traffic type: cpc, cpm, dpa.
3. utm_campaign — campaign name or ID in Ads Manager.
4. utm_term — audience: asc, lal, broad.
5. utm_content — specific creative, e.g., video_carousel_v1.

This way, the owner sees in Horoshop, CRM, or the dashboard not «fabricated» conversions from two platforms, but the actual contribution of Meta and TikTok to revenue, MER, and gross profit.

Creating XML product feeds: from basic export to custom labels

Feed automation and custom labels

The Horoshop product feed can be used as a profit management tool, not just as an XML link for Meta Commerce Manager or TikTok Catalog. Dynamic updates to price, availability, and images prevent products from being displayed with an “out of stock” status or outdated pricing.

To scale, we add Custom Labels: «margin», «sale», «remnants», «bestseller», «new». This allows you to allocate your budget across product groups and avoid spending on items that generate turnover without profit. Such micro-segmentation is particularly important for stores with a wide product range and high budgets in Ukraine, the US, and the EU.

Architecture of cross-sell and up-sell campaigns

The category structure in Horoshop allows you to build connections between main and related products. If a user buys a smartphone, Meta can automatically show them cases, chargers, or screen protectors. Such cross-sell and up-sell campaigns increase AOV and LTV without aggressively targeting new audiences.

Machine learning and AI: Meta Ads automation

Advantage+ Shopping campaigns and microconversions

Advantage+ Shopping campaigns work effectively for stores on Horoshop when the catalog, events, and Value are transmitted without errors. The algorithm automatically finds combinations of audiences, products, and placements, but the quality of the results depends on the accuracy of the data.

For new stores or projects with a small budget, we don’t always start with Purchase. If there aren’t enough purchases, the campaign gets stuck in the training phase. Therefore, we temporarily use Add to Cart or Initiate Checkout micro-conversions to collect at least 50 events per week, stabilize the CPA, and move on to purchase-based optimization.

Video commerce on TikTok and Meta: lowering CAC through native advertising

Video Shopping Ads and Spark Ads on TikTok

Integrating the Horoshop feed with TikTok allows you to run Video Shopping Ads with clickable product cards directly within videos. Spark Ads promote organic UGC videos from creators and direct users to a specific product card. Thanks to Horoshop fast mobile loading, less traffic is lost between the click and the page view.

• Clickable Product Anchors must be integrated directly into the video.
• UGC content is used as the basis for Spark Ads.
• Product availability in the TikTok Catalog is synchronized via the Horoshop feed or API, with short update intervals as needed.
• The 9:16 vertical format must capture attention within the first 2 seconds.

Product video carousels in Reels and Shorts formats

Static product cards from Horoshop can be transformed into video carousels for Reels, Shorts, and TikTok. These formats often achieve a lower CPM than banners because they align with user behavior in the feed. The WEDEX team prepares technical briefs for creators, tests hooks, CTA, and opening frames to ensure creatives don’t lose their impact after just a few days.

Conversion architecture: mobile first and offline data

Seamless mobile traffic and value-based lookalikes

Most traffic from Meta and TikTok comes from smartphones, which is why Horoshop mobile checkout is an integral part of the advertising system. Quick ordering without a complicated registration process reduces cart abandonment and boosts the conversion rate. Based on the customer database with purchase amounts, Value-Based Lookalike audiences are formed not just any buyers, but those most valuable to the business.

Offline conversions: order status synchronization

For e-commerce, it’s important to optimize not just based on orders, but on actual purchases. Data from Horoshop or Nova Post CRM can be fed back into Meta and TikTok as Offline Conversions. This way, algorithms learn to identify people who not only place orders but also pick up their packages, which reduces the no-show rate and improves traffic quality.

Retention: aggressive remarketing and abandoned carts

DPA dynamic remarketing

DPA campaigns based on the Horoshop feed bring users back to the products they viewed. This is cheaper than buying cold traffic again and reminds the user of a product they were interested in.

Aggressive abandoned cart campaigns

Horoshop tracks users who started the checkout process but didn’t complete the purchase. Separate ad campaigns are launched for them on Meta and TikTok. This type of retargeting can recover up to 15% of revenue that would otherwise be lost.

Why you should trust WEDEX with your Horoshop + Meta and TikTok integration

Promoting an online store on Horoshop isn’t just about «setting up targeting»; it’s about managing a system that integrates data, product feeds, creative assets, analytics, and product economics. WEDEX works with fixed packages, a personal manager, monthly reporting, and 24/7 access to advertising accounts so that the client sees numbers, not just promises.

• Free audit: we check CAPI, pixels, UTM, feeds, attribution, policy risks, and budget drain areas.
• Technical setup: we implement server-side tracking, Purchase and Value events, remarketing, and catalog segmentation.
• Custom strategy: We plan campaigns based on ROI/ROAS, CPA, MER, New Customer Acquisition, and margin.
• Scaling: We test hypotheses in real time, monitor frequency, creative burnout, and traffic quality.

If you need a targeting specialist for an online store on Horoshop or a full-service targeting agency for Meta and TikTok, you should start with an audit. It will reveal exactly what is limiting growth: tracking, feeds, creatives, attribution, or campaign economics.