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How to Set Up Facebook Ads for Shopify (Step-by-Step)

Last Modified on January 9, 2024

Do you want to connect Shopify and Facebook Ads?

If you’re selling your products in an online store using Shopify, then using Facebook Ads along with this subscription-based software can help you reach your ideal customers on Facebook, Instagram, and Messenger.

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Both tools can become very useful for your business if you know how to properly connect them. They will allow you to target your specific audience based on what they like, their interests, behaviors, and other crucial details at any stage of the sales funnel. 

In this tutorial, we’ll cover how to set up Facebook Ads for Shopify, how to confirm if events are being sent properly to the Events Manager, and the ad structure for an eCommerce store.

Here is an overview of what we’ll cover:

Let’s dive in!

Connecting Facebook to Shopify

Setting up Facebook Ads for Shopify starts with adding the Facebook channel app from the Shopify app store. 

In your Shopify account, go to Apps Facebook channel.

Adding the Facebook channel app from the apps tab

If you’re not seeing this under your app recommendations, click on View more apps in this collection.

Viewing more apps from the Shopify app store

After logging into your account again, you’ll be directed to the Shopify app store. 

Here, click on the Facebook channel.

Selecting the Facebook channel app from the Shopify app store

Then, click on Add app.

Adding the Facebook channel app from the Shopify app store

You’ll be directed to a page containing the permissions you will allow Facebook to do if you add this app to your Shopify account.

Facebook channel app permissions page

To proceed, scroll down and click on the Add sales channel.

Proceeding to add the Facebook sales channel

You can determine if this sales channel has been added successfully if you see on the left side of the screen that Facebook has been added as a sales channel. Here, click on Start setup.

Starting the Facebook sales channel setup

We are then directed to a page where the steps in setting up a Facebook shop are laid out. 

Facebook shop setup page

We’ll go through the individual steps shortly. Keep in mind that since this is a demo account, a Facebook shop will not be created and some steps cannot be completed. However, we will still discuss what you should do to complete the Facebook shop setup.

Since you have a real store, you’ll be able to publish your feed on Facebook and Instagram. You’ll have to wait for a bit until it gets approved, but then you can use content from your feed inside your ad campaigns. More on this later! 

Before proceeding, you’ll need a business manager or a Facebook page. Follow our guide on how to set up a Facebook business manager account, where we discuss how to put all your different assets inside the business manager.

The first step of the Facebook shop setup involves connecting to your Facebook account.

Click on Connect account.

Connecting a Facebook account to Shopify

Log into your Facebook account, and select the business manager associated with your shop. In the Business Manager section, all of the Business Manager accounts you or your organization handles will be listed.

Click Connect on the business manager account that you want to handle your Shopify store.

Connecting to the business manager account

The next step is domain verification.

Since this Shopify store is created for demonstration purposes, the online store is not yet verified. You can choose to skip this step, but we recommend that you proceed with the verification process if you haven’t already.

Once your domain is verified, you should see a green checkmark in place of Pending review. Click on Confirm to proceed.

Domain verification step

Next, we’ll select the Facebook page you will be using to sell your products or post your ads.

Besides this Facebook page, click on Connect.

Connecting to the Facebook business page

The next part involves choosing how you want data to be collected and shared between your online store and Facebook. In the data-sharing settings, you have three options to choose from – Conservative (now called Standard), Enhanced, and Maximum.

The Standard option uses the Meta Pixel to collect data from customer browsing behavior. 

The Enhanced option uses the Facebook Conversions API with the Meta Pixel to send purchase event data that can’t be blocked by browser-based ad blockers.

Instead of sending data through the browser, information is sent from server to server so it is more secure.

The last option, Maximum, uses both the Meta Pixel and the Facebook Conversions API and is updated with Facebook’s latest advertising technology. 

You will get access to advanced matching where you will send information like your customer’s name, location, email, and phone number to Facebook.

This will then be used to better match users on Facebook’s network, allowing you to see more results in your campaigns.

We recommend choosing the Maximum option to have access to all these different features, especially post-iOS 14.

Choosing the Maximum data sharing option

Scroll down and click Connect on the pixel you will use to track customer behavior.

Connecting to the Meta Pixel

The next step involves connecting products from your Shopify product catalog to a Facebook Commerce Account. Since this is a demo shop, there aren’t any real products being sold so Facebook has flagged my account.

The demo account being flagged

You will likely not run into this problem, so just click on Connect beside your product catalog. Lastly, just accept the Terms and conditions, and click on Finish setup.

Final steps of the Facebook Ads for Shopify setup

Your Shopify store should now be connected to Facebook.

Testing Facebook and Shopify Integration

Before proceeding to set up Facebook Ads for Shopify, we need to verify if events are being sent properly to Facebook.

Go to the Meta business suite, and click on All tools Events Manager.

Going to the Events Manager

Here, click on the Test events tab. On the Test Browser Events section, put in your website URL and click on Open website.

Testing browser events in the Events Manager

Go through the purchase process on your website – view a product, add it to your cart, and make a trial purchase. Then, go back to the events manager and see if you’re seeing each event of the purchase process, especially the purchase event.

It is necessary to check the Shopify and Facebook integration because all themes are made differently. Some themes don’t work well with the native Shopify and Facebook integration. 

For these cases, some tweaks need to be made and there are even times when you will need to message the Shopify support team to help out. You can also check out our guide on how to set up Meta Pixel events to manually create any missing events.

We also have a guide on how to fix Meta Pixel errors and test events that you can check out. You can see how to test purchase events and how to use the events manager.

Once you’ve verified that everything is coming in properly, click on All toolsAds Manager.

Going to the Ads Manager

Creating a New Campaign

We recommend an ad structure for an eCommerce store that is a combination of prospecting and retargeting campaigns. 

Let’s start with creating the prospecting campaign. In the Ads Manager, click on Create.

Creating a new campaign

Next, we need to choose the campaign objective. This section may look different for some users as an update to the Meta Ads Manager objectives, introduced a new set of 6 simplified campaign objectives. 

Choosing the right objective based on your business goals is the first important decision you need to make when creating an ad campaign. For an eCommerce store, we recommend optimizing for conversions or sales, for the new set of objectives.

Select Conversions (or Sales), then click Continue.

Selecting the conversions campaign objective

Let’s name this campaign, Prospecting.

Providing a campaign name

Next, let’s keep the A/B Test and campaign budget optimization settings off.

Keeping the A/B test and campaign budget optimization settings off

We’ll turn off the campaign budget optimization option here because we’ll be setting the budget on the ad set level. We won’t enable the A/B test because the content of our ad will be based on whether the campaign is for prospecting or retargeting.

We’ll also make different ad sets to target specific audiences, not only to determine which is performing better, but also so that we can provide a specific budget for each.

Next, go to the ad set level, and name it Interests. For the conversion event location, we’ll keep it on the Website.

Creating an ad set for a website

Scrolling down a bit, we will then select the conversion event we would like to optimize. 

You can choose whatever you want from the list, but we recommend starting with a purchase conversion event.

Selecting a purchase conversion event

While we recommend that you try to optimize for purchases when you’re just getting started, if you’re having issues generating purchases, then you could potentially optimize for something higher on the purchase funnel like an add-to-cart event.

We can see a warning message because this is a demo account and the domain has not been verified. If you also see this message but have verified your domain, then you should set up the web events you want to be optimized. 

Optimizing Web Events

Go back to your events manager and click on Aggregated Event Measurement Configure Web Events

Configuring web events from the events manager

You’ll be redirected to a page where you’ll select a verified domain where you would like to configure your web events. 

After selecting your domain, click on manage events, then Edit.

Editing web events for your domain

The next page is where we can add all our events, sorted by importance.

In this example, you can see that starting from the bottom, we have the View content, Contact, and Lead events. 

Example web event configuration for a service-based business

This configuration works well for service-based businesses, as generating leads is the most important event for those businesses. For an eCommerce store, you can optimize for View content, Add to Cart, Checkout, and Purchase events – sorted from least to most important.

Adding an event is as easy as clicking the Add Event button, selecting your Pixel in the Pixel/Custom Conversion column, then selecting the event from the list.

Adding an event in the web event configurations

Notice that the events list is divided into two sections, depending on if the event has been sent to your Pixel during the past 28 days.

This separation can become a metric for you to determine if you’re properly receiving an event in your Pixel. If you want to add an event from the bottom list, then you may want to check if it is being sent properly to the Pixel.

You can rearrange your events by clicking and dragging on the 6 dots beside the event. Once you’ve sorted the events to your desired priority order, click on Apply.

Applying the web event configuration

If, for whatever reason, you’re not seeing the apply button, simply zoom out your screen.

Make sure that everything looks good and is configured properly. To proceed, click on Yes, I confirm these changes, then Apply.

Confirming updates to the domain’s event configurations

This change should take effect in about 72 hours, and the warning message in the ads manager should disappear at that time.

Ad Set Configuration

Going back to the ads manager, the next thing we want to set is the budget. 

You may be wondering how much budget you should put into prospecting and how much should be into retargeting. We recommend setting 70% of your budget towards prospecting and 30% towards retargeting.

Let’s say you have a total budget of $150. For a prospecting campaign, 70% of $150 is $105. We can then divide this number between the ad sets under the campaign. 

In this example, we’ll have to create two ad sets. So, let’s set a budget of $50 for the interests ad set, and put the remaining $55 on the other.

Setting a budget for the interests ad set

Scrolling down a bit takes us to the audience section. Here, we can specify a custom audience to target. We won’t be targeting a custom audience in this ad set, but rather are targeting based on interests.

Since this is a prospecting campaign, we want to exclude the people who are familiar with or have previously interacted with our brand. Our goal for this campaign is to find new people who don’t know the brand.

Click on Exclude.

Excluding targeting certain audiences

Since this is a demo account, we don’t have any existing audiences yet. 

No existing audience in the account

To create a custom audience, go to the audience manager by clicking on All toolsAudience.

Going to the audience manager

Since this is a demo account and we don’t have real audiences, we won’t go through the process of creating a custom audience in this guide. 

The people you should put in this custom audience are those who have been to the website, made a purchase, liked or shared content on both Facebook and Instagram, or going a step further, people who have viewed certain videos on the page.

Once you’ve created a custom audience, import them in the exclude section.

Next, scroll down to locations. This is where you can specify where you want to target.

Click on Edit in the location section.

Editing targeting location

For most eCommerce brands, the United States and Canada are targeted. However, editing this section depends on your location and where you can ship.

To include a location to target, search for the location in the search bar, and then click on the location from the list.