How to Retarget Shopify Customers with Facebook Ads

Not every visitor to your Shopify store makes a purchase on their first visit. Retargeting with Facebook Ads helps bring back potential customers, encouraging them to complete their purchase. Whether it’s abandoned carts or past buyers, retargeting can significantly boost conversions and ROAS (Return on Ad Spend).

In this guide, you’ll learn how to set up effective Facebook retargeting ads for Shopify to recover lost sales and grow your business.

What Is Facebook Retargeting?

Facebook retargeting (also called remarketing) allows you to show ads to people who have:

• Visited your Shopify store but didn’t buy
• Added products to their cart but abandoned checkout
• Purchased before and may be interested in a repeat purchase

Retargeting works by using Facebook Pixel, a tracking code that monitors customer behavior in your store.

Step 1: Install and Set Up Facebook Pixel on Shopify

Before running retargeting ads, you need to install the Meta Pixel on your Shopify store.

How to Install Facebook Pixel on Shopify:

1. Go to Shopify Admin > Settings > Apps and Sales Channels.
2. Select Facebook & Instagram by Meta and click Start Setup.
3. Connect your Facebook Business Manager
4. Enable Meta Pixel tracking to collect visitor data.

Verify if your Pixel is working by using the Facebook Pixel Helper Chrome extension.

Step 2: Create Custom Audiences for Retargeting

Custom Audiences allow you to target specific visitors based on their actions.

Best Retargeting Custom Audiences:

1. Abandoned Cart Visitors

• People who added products to their cart but didn’t checkout.
• Setup:
  • Go to Facebook Ads Manager > Audiences > Create Custom Audience.
  • Select Website Traffic → People who visited a specific page.
  • Enter URL contains /cart or /checkout.
  • Set time frame (e.g., last 7-14 days).

2. Website Visitors (Non-Converters)

• People who browsed but didn’t buy.
• Setup:
  • Choose Website Traffic → All Website Visitors.
  • Exclude users who completed a purchase (/thank-you).

3. Past Buyers (Upsell & Cross-Sell)

• Customers who bought before—perfect for upselling or re-engagement campaigns.
• Setup:
  • Choose Website Traffic → People who visited a specific page (/thank-you).

Pro Tip: Set different retargeting windows:

• 1-3 Days: Urgent reminder (Cart Abandonment).
• 7 Days: Gentle nudge with a discount.
• 30 Days: Re-engagement campaigns.

Step 3: Set Up Facebook Retargeting Ads in Ads Manager

Now, let’s create the retargeting campaign.

1. Go to Ads Manager & Start a New Campaign

Click Create > Sales or Conversions Objective.

2. Choose Your Custom Audience

Under the Audience section, select the Custom Audience created earlier.

3. Select Placement & Budget

• Choose desired Placements (depending on your skillset and advertising experience, you can use automatic or manual)
• Start with a $10-$20/day budget and scale as performance improves.

4. Design Your Retargeting Ad Creative

• Use carousel ads to show multiple products.
• Dynamic Ads auto-personalize based on user behavior.
• Offer an incentive (discount code, free shipping, limited-time offer).

Example:
🛒 “Oops! You left something in your cart. Here’s 10% off—complete your purchase now!”

Step 4: Use Dynamic Product Ads (DPA) for Personalized Retargeting

Dynamic Product Ads (DPA) automatically show the exact products that visitors viewed.

How to Set Up Facebook Dynamic Ads for Shopify:

1. Go to Shopify Admin > Facebook & Instagram > Enable Facebook Shop.
2. Upload your product catalog to Facebook Commerce Manager.
3. In Facebook Ads Manager, select Dynamic Ad Format.
4. Choose “Retarget products to people who viewed them”.

Why Use DPA?

• Auto-personalization = Higher CTR
• Shows users the exact products they viewed
• Works best for abandoned cart recovery

Step 5: Test & Optimize Your Retargeting Ads

Once your ads are live, optimize them for better performance.

Key Metrics to Track:

• CTR (Click-Through Rate): If below 1%, improve ad creatives.
• CPM (Cost per 1,000 Impressions): If too high, test different audiences.
• ROAS (Return on Ad Spend): If below 2x, refine your targeting or offer better incentives.

Optimization Tips:

• A/B Test Ads: Try different creatives, headlines, and offers.
• Exclude Recent Converters: Prevent showing ads to people who just purchased.
• Use Urgency: “Hurry! Your cart will expire soon!

FAQs About Shopify Facebook Retargeting Ads

Conclusion

Facebook retargeting ads are one of the most profitable ad strategies for Shopify. By setting up custom audiences, dynamic ads, and optimized creatives, you can recover lost sales and increase conversions.