The 2022 Guide to Facebook Shopify Ads

Are You Using Facebook Shopify Ads For Your eCommerce Business?

Connecting your Shopify store to your Facebook Business Manager so that you can run high-converting ads like these doesn’t have to be hard.

In fact, we’ve got all the necessary steps in running Facebook Shopify ads collected right here in today’s post.

Let’s get your Shopify store ready to advertise!

As more and more people start their own businesses…

…social networks and third-party platforms are making it easier than ever to set up and launch your own business. 

If you’re one of the 4.4 million people who started a business in 2020, one of the 500,000 people who started a business back in January…

…or someone who’s started a business since then, you need digital marketing in your life. 

If you don’t have a Shopify store, but you want to learn all about Facebook ads, check out our post about Facebook advertising in 2021 here.

For all our Shopify store owners, let’s get started! 

What Is Shopify And Why Should You Use It?

Shopify is an eCommerce platform used by many small businesses to sell their products online.

It’s one of the more well-known, established platforms and has partnered with Facebook to make it easy to integrate your Shopify shop to sell on social media.

They also integrate well with a number of other marketing and business platforms. 

We won’t be diving into too much strategy in this post as we will be focusing more on setup specifics.

Facebook Shopify Ads: Before You Can Advertise On FB

You’ll need to make sure you have a few things set up before you start advertising your Shopify store on Facebook. 

You’ll need: 

• Basic Shopify plan or higher

• Facebook Business Manager with a connected FB page and ad account

Before we show you the steps for adding a pixel to your website, we just want to tell you about our new social media ads training course.

If you’re interested in learning how to set up and manage your own ads, from people who know what they’re talking about, this course is for you. 

To integrate your Shopify page with your Facebook efforts, you’ll want to set your Facebook up as a Sales Channel on Shopify.

Let us show you how to do that. 

How to Install and Set Up the Facebook Sales Channel

1. From your Shopify admin, click + next to Sales Channels.
2. Click + next to Facebook, and then click Update sales channel to install the Facebook channel.
3. Click Start set up on the feature that you want to install first.
4. Click Connect account.
5. Sign in to your Facebook account.
6. Connect the Facebook assets that are required to set up the features that you want.
7. Accept the terms and conditions.
8. Click Finish setup.

After this step is complete, your products will start syncing with Facebook…

…making managing a catalog, Instagram Shops, and Facebook Shop much easier (and less hands-on). 

To view the products that are available to the Facebook channel, in your Shopify admin click Facebook > Overview > View products.

1. If you don’t have any products in your store, then click Add product to add products to your store.

If you have products in your store but they aren’t available to Facebook Shop…

…then click “Make products available” to go to the Products page in your Shopify admin.

2. Click the name of the product that you want to make available to the Facebook channel.
3. In the Product availability section of the product details page, click Manage.
4. In the Manage sales channels availability dialog, check Facebook, and then click Done.
5. Click Save.

How To Add Your Pixel To Your Shopify Site

The next step in setting up your Facebook Shopify ads is adding your pixels. Shopify partners with Facebook to make advertising really easy.

Instead of copying and pasting code, you’ll just grab your Pixel ID from the Facebook Business Manager and paste it into the FB Pixel ID field. 

Before you can add the pixel, you have to enable Customer Data-Sharing, according to Shopify.

Here’s how you do that: 

1. In your Shopify admin, click Facebook in the Sales Channels section.
2. Click Settings, and then click Data sharing settings.
3. In the Customer data-sharing section, click the Enable data-sharing toggle.
4. In the Choose data-sharing level section, select Standard, Enhanced, or Maximum.
5. Connect your pixel or select your pixel from the list if you’ve already added one.
6. Click Confirm.

How to Add or Change a Pixel

1. From your Shopify admin, click Online Preferences.
2. Select Preferences.
3. In the Facebook Pixel section, click Add or Change.
4. Save changes.

To learn more about Facebook Pixel, be sure to check our post for that next.

Why Does That Pixel Matter? 

We’re sure you know why pixels matter at this point…

…but just in case, here’s a quick look at the events the pixel tracks and what you can do with that information. 

Your pixel is important when running Facebook Shopify ads, or FB ads in general, because it helps you track what users do on your website.

This can help you learn about your audience, your product, and your website. 

After you integrate a Facebook pixel with your online store, the pixel automatically tracks the following events.

1. ViewContent – when a visitor views a page on your website
2. Search – when a visitor makes a search on the site
3. AddToCart – when a visitor adds a product to the shopping cart
4. InitiateCheckout – when a visitor clicks the checkout button
5. AddPaymentInfo – when a visitor enters payment info in the checkout 
6. Purchase – when a visitor completes a purchase and views a thank you page in the checkout

This information is essential for your other marketing campaigns.

This helps you show the most relevant ads to the right people at the right time. Here are a couple of ideas: 

1. AddToCart info – Create an offer ad for 10% off and target shoppers who added to cart but didn’t purchase.
2. Purchase – Upsell, cross-sell, or engage with shoppers who make a purchase.

They’re more likely to shop again (provided you gave them an excellent product and service, which we know all of you watching always do).

3. ViewContent & Search – Use dynamic retargeting ads to show shoppers the product they viewed on your website while they’re using FB or IG.

This requires setting up a Catalog.

You can learn more about using the Facebook product catalog here. 

It’s also helpful to watch your funnel and see where most of your traffic drops off.

It’s normal to see a large number of ViewContent and Search, and a progressively smaller number of:

• AddToCart,
• InitiateCheckout,
• AddPaymentInfo, and
• Purchase,

…in that order. 

However, anything outside the norm should raise an eyebrow.

Now, we know what you’re thinking… “what do you mean by outside the norm???” 

Don’t worry, we won’t leave you with vague non-help. Here are some averages to start with.

You will, ultimately and ideally, be using your own numbers to set your standard, because each company is different.

But, when you’re starting, you have to work with averages, and that’s okay. 

Average Ecommerce Rates

The average AddToCart rate is 5%, so if you see something below that, it’s time to consider what isn’t working about your product page and checkout process. 

Verify Your Shopify Domain

Another step required when setting up Facebook Shopify ads is domain verification.

You can verify your top-level domain. This is a domain you’ve purchased, like for your business – lyfemarketing.com, for example.

You can also verify a subdomain for verification.

But, you’ll need to use the full URL with the subdomain. For example, lyfemarketing.myshopify.com.

If you’ve been around domain verification for a while, you may be thinking…

…”wait, a domain can only be claimed by one business, so how can I verify a myshopify subdomain when other stores use it too?”

Great thought process!

Facebook advertising created public domain lists for situations just like this.

Myshopify.com is on this list, so you don’t need to worry about a thing. 

To Add a Domain on Facebook

1. Navigate to Facebook Business Manager.
2. Click Brand Safety.
3. Click Domains.
4. Click the blue Add button.
5. Enter your domain and click Add Domain.
6. You’ll need to verify the site with meta tag information. Copy the tag. 

Now you’ll log in to your Shopify store. 

1. Click on Admin.
2. Navigate to Online Store.
3. Click Themes.
4. Choose the green Customize button.
5. Choose Edit Code and paste your verification tags in the Header section of your website. 

Go back to your Facebook Business Manager

1. Click Verify after the tag is installed.

Now You Know How To Run Facebook Shopify Ads!

Advertising your store using Facebook Shopify ads is going to help you reach new customers and increase those conversions.

One of the nice things about running a Shopify store (aside from the perks of the platform for eCommerce)…

…is the advertising partnership between Shopify and Facebook. 

As Facebook works to improve its advertising platform for small businesses…

…using partners like Shopify will bring more benefits like more features, easier-to-use features, and more automated options.

Schedule a call with us today if you need help with your eCommerce marketing. We’d love to help you out!

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