Define the segment
Build the segment from buying-stage page views and flow-starts rather than only cart actions: pricing-page views, checkout-started without checkout-completed, or demo-request-started without demo-request-submitted, within a defined window. This captures intent signal that a cart-only definition misses entirely - someone who read your pricing page three times has real intent even if they never added anything to a cart.
Sync it
Sync to the same platforms as cart-abandonment audiences, but the acceptable sync delay is somewhat longer than cart abandonment - a pricing-page visit signals a longer consideration cycle than an abandoned cart, so daily sync is often sufficient rather than requiring real-time delivery.
Why the creative differs
This audience needs proof and urgency, not education and not (as a first move) a discount. Case-study-style social proof, a specific objection-handling message (addressing the thing that usually stalls a decision at this stage), or a time-boxed reason to act now outperform a generic "come back" retargeting ad or an immediate price cut that trains hesitation.
KPI framing
Measure conversion rate from this specific segment against its own baseline (how often pricing-page visitors convert without any retargeting), not against cold-traffic conversion rate - the comparison that matters is whether the retargeting nudge moved people who were already close, not whether retargeting in general beats cold prospecting.
Illustrative, not a measured result: a B2B SaaS company builds a "viewed pricing, no demo booked" audience and replaces a generic retargeting ad with one directly addressing the objection their sales team hears most often at that stage. The expected effect of matching the message to the specific stall point, rather than running a general awareness ad to the same list, is a higher demo-booking rate from that segment - illustrative of the mechanism, not a measured client number.