Facebook Advertising Tips for Your Shopify Store’s Paid Social Strategy

Brands large and small are looking to Shopify as a resource to unify their entire commerce into a single order dashboard.

Merchants can take advantage of the online store’s personalization features to track sales made through different outlets, including web, social media, physical locations, and pop-up stores.

This guide will explain how Shopify stores can specifically leverage Facebook ads to reach a targeted, ready-to-buy audience.

Beyond sales, we’ll discuss the benefits of the Shopify tracking system and how your business can leverage Facebook ads to generate a valuable revenue stream.

Why use Facebook ads to promote your Shopify store?

Advertising through Facebook Ads allows you to find your ideal customer using tools to identify the individual’s likes, interests, and common behaviors.

This allows you to easily optimize ad sets to reach large audiences of individuals who are most likely to convert on your Shopify site.

Facebook advertising has long been a preferable source of advertising for entrepreneurs from small businesses starting a Shopify site to an established brand looking to run macro and micro-targeted campaigns.

Anyone can fuel their business growth with Facebook Ads, just take the time to understand the basics of the platform and know how to best track both the Facebook Ads Dashboard and your Board. Shopify dashboard.

Benefits of advertising on Facebook

There are some advantages to using Facebook Ads for your Shopify store.

Reach an engaged audience

Facebook reports having more than two billion monthly active users, and these users report spending more time on Facebook than on competing social networks.

In addition to the Facebook platform, the company also owns and tracks users on Messenger and Instagram.

The combined information collected from these accounts is used in the ad targeting algorithm.

Target by demographics, behaviors and interests

Facebook is a place to share news, engage with brands, post photos, and share unique discoveries.

All of the activities and logins you make on the platform are compiled to create a unique user profile that advertisers use to target in the Facebook Ads Campaign Management Tool.

Facebook advertisers can create a target audience using a variety of interests, behaviors and traits.

Generate brand awareness

Brands use social media pages to display their unique brand voice through carefully curated images and social shares.

When using Facebook advertising, you can choose to display them from your brand pages.

This will increase brand exposure and encourage engaged users to follow your business for more relevant information.

Different ad formats to showcase products and services

Your Facebook advertising ROI may depend on your successful display of effective ad types.

Produce high performance ad types can be difficult for beginners due to so many options. To make the introduction easier, we highlight five ad formats to consider.

Single Image Ads

Single image ads are the common format that most people are used to seeing when scrolling.

This format facilitates the presentation of your product and your offer.

Single image ads work best when you have a specific offer or product to promote with a set budget.

Video Ads

Video ads allow you to display both your brand tone and your products to your attentive audience.

These ads can be created in the Facebook Ads Manager, but can be selected for display on Facebook, Instagram, Marketplace and Messenger.

According Facebookvideos 15 seconds or less will attract an engaged audience.

These short videos also require a clear clip with a strong call to action.

This can include purchasing products or clicking through to your site to learn more.

Carousel Ads

When you create carousel ads, you can include a variety of scrolling videos and images in a single ad.

You can link each product to its corresponding product page if you are displaying different products.

Users will have control to scroll through the displayed images.

Carousel ads are great for displaying multiple products, announcing new themes or collaborations, offering tutorials, or showcasing a single product in different contexts.


Collection ads are a full-screen ad experience.

They display a cover image or video and multiple products so end users can browse and buy your products.

This ad format helps display a full product catalog and makes it easy for engaged users to purchase.

These ads can be displayed on the Facebook News Feed, Instagram Feed, or Instagram Stories.

Track conversions in Facebook Business Manager and your Shopify dashboard

Facebook Business Manager Conversion Tracking

To track specific ad performance, go to your Facebook Ads Manager account and select the campaign to review.

Once you’ve selected the campaign, you’ll be able to drill down by ad set or specific ads to review the available metrics.

Customize your view by using the Columns menu and choosing the statistic to report.

Metrics to watch:

  • Ad impressions.
  • Click-through rate.
  • Relevance score.
  • Geographical location.
  • Audience demographics.
  • Video views and percentage of videos watched.
  • Commitment.
  • Frequency.
  • Cost per conversion.
  • Conversion rate.
  • Return on ad spend (ROAS).

Reviewing this dashboard will help you understand which ads are performing well and delivering a high ROI, and which ads are not generating an attractive return.

This knowledge can be used to create and optimize future ads.

Shopify Conversion Tracking

After logging into your personal Shopify store, you can navigate to the Marketing section, which will provide traffic and sales volume broken down by marketing source.

Here you can see the quality of your Facebook advertising efforts by looking at which sources are bringing you the most conversions.

It’s crucial to review and compare Shopify and Facebook metrics to make sure the metrics paint the same picture.

It is important to note that the two systems update on different schedules, so slight discrepancies are common.


Facebook serves a wide audience with varied interests, making this social network a marketing goldmine.

It offers the tools and data needed to segment audiences based on the attributes that best match the products you sell.

Integrating Facebook ad campaigns with your Shopify store allows your store to build on brand awareness, brand engagement, and sales conversions.

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Feature image: Kaspars Grinvalds/Shutterstock

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