FastStore only sends analytics events, can I still build behavior audiences?
we are FastStore only, running the current storefront on Next 14. I already know profile enrichment is off the table on this stack, no name or email on the profiles.
what I still want is behavior-based audiences from browsing and cart activity. how far can I actually get with just the analytics events? is that enough to segment on, or is it a dead end without the enrichment?
2 answers
Not a dead end at all, behaviour audiences work fine on FastStore. The analytics events cover product views, cart views, cart modifications, checkout starts, and order placements, and those feed the behavioural signals and audiences even without any user-data enrichment.
Everything evaluates in real time from those tracked signals, so you can build things like repeat cart abandoners, high-intent browsers, or checkout starters who did not convert. None of that needs a name or email attached, it is all derived from the behaviour.
Just to set the boundary clearly so you plan around it: what stays off-limits on FastStore is the personal-data enrichment (name, email, phone, address), which is Store-Framework-only. So behaviour and intent audiences are all fair game, but anything keyed on a known identity attribute is not, unless you identify and set those yourself through the SDK.