Running Wisepops across multiple markets

This guide is for anyone running Wisepops across more than one site, whether those are country sites, separate brands, or several properties under one organization.

One account covers all of them, so a campaign built once can run everywhere and every market can be read against the others.

What follows are the practices that make the difference between one market working and all of them working:

Keep every market in one account, on its own website

One Wisepops account holds every site you run. Each market is added as its own website with its own tracking code.

That separation is what keeps a German campaign off the French site, without anyone writing a rule to stop it.

You add each one under Settings, then Websites, then Add website.

The alternative, giving each market its own account, costs you both things that make a portfolio manageable. Campaigns can no longer move between markets, and no market can be read against another.

Staging belongs here too, as a website of its own. A test campaign then has nowhere to reach a live market from.

There is no limit on how many websites one account can hold, and some brands run several dozen.

Markets you are not using can be deactivated rather than deleted. They stop counting pageviews while keeping their campaigns for when the season comes round again.

The switcher at the top of the menu moves you between markets. The campaign list only ever shows the one you are in:

Who is allowed to publish, and where:

Once several countries are creating campaigns, the question stops being how to build one and becomes who can put one live.

Access is per website. An editor can be given every market or only their own, so a local team works inside its market and cannot reach another.

For a global team that owns brand and legal, the pattern that holds is two websites per market. Local editors create on staging, global admins publish to production.

A campaign moves between the two by duplication, the same action as rolling out to a new market.

Folders separate the markets inside a shared staging site, so one review queue can cover all of them.

The full setup is in campaign governance and approvals.

Route every visitor into the right market first

A visitor who arrives on the wrong language version sees prices in the wrong currency and copy they did not ask for.

That happens most on one site serving several countries, where the entry point does not always match where the visitor is.

Madura sell across France, Spain, the Netherlands and Germany from one Shopify store. They fix it at the entry point with a selector that meets visitors on landing and sends them to the experience built for them:

More than a third of impressions turn into a click, which makes it one of the highest converting campaigns on the site. Across the whole site they reach 32.4% of visitors, against a 15% to 20% norm.

When a selector is worth building:

• One site, several countries. The clearest case, because there is no separate domain to send anyone to

• Paid traffic landing on the wrong version. A campaign running across borders puts visitors on whichever page the ad pointed at

• Markets that differ by more than language. Madura run a Swiss notification offering a notify-me signup where bulky delivery is not available yet, rather than a separate Swiss site

The selector runs before any of that, so the rest of the campaigns start from the right market.

Know which campaigns copy between markets

Fine-grained segmentation is available, and it costs maintenance in every market that uses it. Past a certain number of markets, running the main audiences and stopping there is the common approach.

A rule written once and copied twelve times is one rule. A rule adjusted per market is twelve rules to keep correct.

Three conditions mean the same thing in every market:

• Visit count. New against returning, meaningful in every market, and the single most useful split in a multi-site account

• Cart status and cart value. Defined by behavior rather than geography, so it transfers untouched

• Page type by URL pattern. Category and product pages matched on a pattern rather than a list of specific paths, which would need rewriting per market

Location targeting works on country, region, or city, so one campaign can serve several markets where the sites are shared. Set the countries on the campaign that needs them.

Logged-in status, customer tags, and order history come through custom properties, defined from Google Tag Manager variables. Worth setting up once centrally rather than per market.

Targeting conditions in the campaign editor:

Build the master campaign, then copy it to every market

The pattern we see work is one master campaign per moment, duplicated per market, then translated and repriced. Building each market separately gives you eight campaigns that cannot be read against each other, and that drift further apart every time someone edits one.

Duplication carries configuration silently, which is why the original has to be right first. A campaign copied from a correct one arrives with its goal and tracking already attached. A campaign copied from a broken one arrives broken, in eleven places at once.

What to verify on the original:

• The goal. Assigned when you create or modify the campaign. A goal can serve many campaigns, but a campaign carries only one at a time, so one checkout goal covers a whole market

• Where the goal completes. That page has to carry the Wisepops code, use the same tracking code as the campaign, and sit on the same domain or a subdomain. A checkout on a different domain records nothing, silently

• The tracked CTA. Attribution needs a tracked click, so an untracked CTA duplicates an empty revenue column into every market

• The audience rules. Written as conditions that stay true in any market, they survive the copy. Written around one market's catalog, they do not

The attribution window is the exception to all of this. The window is set once for the account, not per campaign or per market. Every market shares it, window and no duplicate can change it.

Moving the campaign:

Click the three dots beside the campaign, choose Duplicate, then pick the destination: another website, a folder, or an existing A/B test campaign.

The copy arrives switched off. Open the destination website and turn it on when the market is ready, which stops a half-translated campaign going live before you are ready.

Duplication also works in bulk. Select several campaigns using the checkbox to the left of each one, then choose an action in the contextual menu at the bottom. A whole set moves to the next market in one action.

The order to roll out in:

1. Move the whole set to the next site in one action

2. Change three things per market: language, currency and price, and any legal wording the market requires

3. Leave the trigger and the audience rules alone unless you've a local reason to change them

Keeping the structure identical is what makes the reporting comparable later. A campaign renamed and retriggered per market can't be read against its siblings.

Name the goals the same way

Goals duplicate with the campaign, so the copy arrives carrying the original name.

Put the market code in the goal name as well as the campaign name:

• FR-Checkout, NL-Checkout, SE-Checkout for the order confirmation page on each site

• FR-Newsletter, NL-Newsletter for the signup confirmation

• US-Checkout, AU-Checkout, CA-Checkout where the same English site serves three countries

That last case is the one to watch. Markets sharing a language share the copy, so the goal name is the only thing separating them in the reporting.

A market you are opening next quarter can be set up before it has a single campaign. Add the website, install the code, create the goals, and the first campaign you publish has somewhere to report from on day one.

Right-to-left markets and translation tools such as Weglot are handled through support, who switch the feature on for your account.

Hold one set of approved designs every market starts from

Duplication moves a finished campaign. Team templates do the earlier job, holding the design every market starts from, so a new format is not rebuilt country by country.

Once support enables it, a Team templates website appears in your switcher alongside your markets. It exists only to author designs, and nothing built there can go live.

Design a campaign there, then publish it with Publish as team template rather than the usual publish button. It appears in the campaign gallery on every website in the account, under a Team templates category.

A local team picking one gets a copy they can edit freely, so their changes never touch the original. Edit the template later and the update reaches everyone.

You can hide the built-in Wisepops templates entirely, so a market starting a new campaign only sees your own approved designs.

A market building a new campaign then starts from your design rather than a generic one.

The full setup is in create and share team templates.

Let AI do the merchandising in every market

A shop assistant who knows the catalog is the hardest thing to reproduce online, and the hardest to staff across four countries at once.

Our recommendation engine does that job without a person and without an interruption. It runs collaborative filtering over billions of behavioral signals, reading what each visitor browsed and bought against how every product is performing.

Six strategies cover different moments:

• Best sellers from 90-day sales and cart additions

• Trending from the last seven days of activity

• Personalized picks for the individual visitor

• Recently viewed, for a purchase that runs across sessions

• Frequently bought together and complementary products on the cart

For a portfolio the useful part is that it needs no market configuration. The model learns from each site's own catalog and its own visitors, so a German store recommends German best sellers without anyone setting that up. It works for visitors who never log in, and the blocks run in popups, embeds and the feed.

Madura run more than 50 feed campaigns this way across France, Spain, the Netherlands and Germany:

The feed clears a 6.5% click-through rate overall, above their own popup baseline, and the recommendation campaigns inside it reach around 10%.

What the model is asked to do:

• Product discovery. Customers also viewed and best-seller blocks, for a catalog of hundreds of items where browsing alone rarely lands on the right one

• Recently viewed. A considered purchase runs across several sessions, so the reminder brings a shopper back to what they left

• Cross-sell on the cart. Complete your decor suggestions based on what is already in there, which is what raises order value without a discount

• Back in stock. Among the highest engaging messages on the whole account, at 9% to 12%

Cart recovery runs on the same principle at the other end of the visit. Madura trigger theirs on exit intent, which matters most on orders above €200.

The AI version predicts the exit instead of waiting for it, reading the same behavioral signals to decide when a visitor is about to leave with a full cart. It reaches anonymous shoppers, who are the ones a recovery email can never reach:

None of it needs translating beyond the copy around it. The model works from the catalog and the behavior, both of which are already local.

How two brands run one campaign across every market

Both run one campaign structure across every market and change only the copy.

Ideal of Sweden: mobile first, across 12 sites

Around 90% of their visitors are on a phone. Every campaign is designed and checked on mobile first, with desktop treated as the edge case.

Across 12 sites those campaigns collected 698,000 emails at an 18.8% click rate. A one-tap question after checkout, asking how the buyer first heard of them, reaches response rates as high as 80% in some markets.

What applies to your own markets:

• Design and check on a phone before desktop, on every market

• Run the certain-reward against chance-based test once, on your largest market, then roll the winner everywhere

• Add the post-purchase source question to every site. The structure is identical, so only the labels need translating

Emma Sleep: one question, in more than 20 markets

Their capture campaign opens with a question rather than a form: mattresses, pillows, or beds. Of the people who pick an option, 68.6% go on to give an email.

The format raised subscriptions by 50%.

At the cart they run the reverse: a reminder with no form at all. It leads with the 200-night trial and free returns, which cut abandonment 5.54% against a control group and raised average order value 5.5%.

The same campaign runs in every market they operate, with only the language and the offer changed:

At the exit they run the opposite, a single email field with no extra step, in every market:

What applies to your own markets:

• Keep the question identical across markets and translate only the labels, so the structure stays comparable

• Give every language version the same question ID and answer values, so responses aggregate into one chart

• At the cart, translate the reassurance rather than reworking the offer. Trial length and returns policy are usually identical across markets, while a discount isn't

Run A/B tests on your largest markets, then apply the result to the rest

A test result moves between markets as a finding about which mechanism works, not as the number it produced.

A multi-step format beating a single screen holds because of how people behave rather than where they live. Multi-step formats double the signups, and bounce stays flat.

The size of the gap is a different matter. The discount that earns it and the timing around it are set by local competitors and local expectations.

So the winning structure rolls out to every market. The threshold and the wording get checked against the local market before they go live.

Madura ran a test on their core new-visitor email campaign, on the market with the traffic to settle it:

The winning variant was promoted to live. A difference of 0.6 points is only readable at that many impressions, which is why the test runs where the traffic already is.

Which changes produce the biggest wins:

Across winning tests on the platform, the change that moves a campaign the most is structural rather than cosmetic:

That ordering matters for a portfolio, because the top of it is the part that moves between markets.

A multi-step campaign works on the same behavior everywhere, so a market that proves it hands the structure to every other market.

The offer comes next, and it stays local. The discount that earns a signup in Germany is not the one that earns it in Spain.

What to change first in a new market:

Detecting a 10% improvement on a 2% baseline needs around 80,000 visitors per variant at 95% significance.

Eligible traffic is what counts, not total traffic. A campaign shown to 30% of sessions on 40,000 daily visitors reaches 12,000 a day, so that test takes two weeks per variant.

Our A/B test calculator turns a market's baseline and traffic into a runtime.

Read every market against the others

Multi-site management puts every country site in one account. Campaigns duplicated from a single original can be compared directly, so a market that underperforms stands out against its siblings.

What to read monthly, per market rather than in aggregate:

• Signup rate against the same campaign in your largest market, since the gap is the signal

• Revenue per market, keeping in mind that currency is set per account in the goal configuration

• Feed reach split by device, which is a bell placement question and can differ wherever a market runs its own header

Larger organizations also get single sign-on, with GDPR and CCPA compliance built in, which matters when markets sit under different regimes.

Analytics runs per website, so open the market you want and read it on its own:

Surveys go further. Survey analytics aggregate by question ID and answer value rather than by label.

Create a language version per market with translated labels but the same question IDs and values. The answers roll up into a single chart across every market:

Connect Google Ads to see which market the spend is working in

Paid budgets usually run per market, so a market can look weak onsite when the problem is upstream in the ad account.

The Google Ads integration shows how visitors from each ad campaign engage with your Wisepops campaigns: impressions, signups and conversion rates by ad campaign.

Madura and several other multi-market brands run it alongside their ESP, which is how they tell an underperforming market from an underperforming ad set.

Capture is worth separating from sending here. SMS tools are often contracted country by country, so a market can be left unable to collect phone numbers at all. Wisepops collects on every market and passes each contact to whatever tool that market sends from.

A strategist builds the first set, your team rolls it out

Every plan includes a conversion strategist. They read your traffic market by market, build the campaigns, and review what the campaigns earned with you each month.

That matters more across a portfolio than on one site. The audit covers several markets at once, with a read per market and a comparison across them. That is how you tell a finding that applies everywhere from one that belongs to a single country.

The practices in this guide are the ones a strategist would put in place on your account. You can run them yourself, and most of the brands here do both.

How the audit and the first campaigns work is set out in what happens before you pay.

What that looks like in the first quarter:

• Week 1. Tracker live on every market, websites and goals created, audit running

• Week 2. Audit reviewed on a call, campaigns agreed, master built on the largest market

• Weeks 3 and 4. The set duplicated to the other markets, translated, repriced and switched on

• Month 2 onward. Tests running on the markets with the traffic, results applied to the rest, markets read against each other monthly

Frequently asked questions

How do you set up several country sites in one account?

Yes. Each domain gets its own tracking code, so a campaign can't appear on the wrong market. Sharing one code across domains works only if every URL targeting rule is written correctly, and we don't recommend it. Extra websites are $10 per month each.

How do I tell whether a result is specific to one market or true everywhere?

Read the markets side by side rather than one at a time. A finding about a mechanism, like a multi-step campaign beating a single screen, usually holds across markets. A finding about an offer or a category usually does not.

Product mix is the clearest example. A category or a bundle that drives a large share of revenue in one market can be marginal in the next. A cross-category message built on one market misreads the other.

Your audit can cover several markets at once, with a tab per market and an overview comparing them.

Does Wisepops translate campaigns automatically?

Copy is edited per market after duplication. The duplicate carries structure, targeting, and goal configuration, so translation and repricing are the only edits. Right-to-left support is switched on by our support team on request, and Weglot users can pass campaign copy through Weglot.

Can Wisepops move a whole set of campaigns to a new market at once?

Yes. Tick the campaigns you want, then choose Duplicate from the menu at the bottom. The destination can be another website, a folder, or an existing A/B test campaign.

Can I run a Wisepops test in one market and apply the result everywhere?

Yes, and on smaller markets it's the only workable approach. Test where you can reach the sample size, then apply the conclusion to the markets that can't. Keeping campaign structure identical across sites is what makes that transfer valid.

Do Wisepops campaigns need a separate mobile version per market?

No. Campaigns are responsive automatically, so there's no second version to build or maintain on any site.