Creating and managing Shop Campaigns

Plan requirement

The Shop Campaigns feature is available only to stores on the Shopify Plus plan.

If you're located in the United States or Canada and are eligible to use Shop Campaigns, then you can create and manage your Shop Campaigns from the Advertising page of the Shop channel. You can market your campaigns to new or existing customers in the United States and Canada.

Before you create a Shop Campaign, refer to Paying for Shop Campaigns to understand Shop Campaigns budgets and how you're billed for Shop Campaigns.

Shop Campaigns ad types

There are two types of ads associated with Shop Campaigns:

• Ads on Shop
• Optional: Ads on other platforms

Ads on Shop

Ads on Shop include offers that let customers earn or save Shop Cash as an incentive to purchase from your store.

After you create a Shop Campaign, the offer displays to customers on the Shop app and Shop on the web.

Ads on other platforms

Note

Third-party Shop Campaigns ads are displayed only to customers in the United States.

Ads on other platforms are optional. If you select Ads on other platforms when you create a Shop Campaign, then Shop might run ads promoting your campaign through third-party platforms, such as Shop's Facebook and Instagram accounts.

When you opt in to Ads on other platforms, you're prompted to set up Shopify Audiences, turn on data sharing, and connect your Meta Business Account and ad account. You can choose to complete Shopify Audiences setup at a later time to generate audiences lists and export them to your ad accounts.

Data from your Meta ad account may be used to inform ad strategy, such as optimizing your ads and improving audience targeting. Shop runs Shop Campaigns ads only through Shop's Facebook and Instagram accounts, and doesn't run ads through your own Meta accounts.

Create a campaign

Note

The ad preview that displays when you create a campaign is only an example. Shop Campaigns might display differently when advertised. To learn more about how Shop might market your campaign, refer to the Shop Campaigns Terms of Service.

To create and edit Shop Campaigns, you need to be the store owner or have the Shop channel and Marketing permissions. Learn more about Staff permissions.

You can have up to 5 active campaigns at one time, and can market your campaign to either new customers, or customers who have purchased from your store in the past.

Steps:

1. From your Shopify admin, click Settings > Apps and sales channels.
2. From the Apps and sales channels page, click Shop.

3. Click Open sales channel.

4. Click Advertising, and then click Create campaign.

5. In the Targeting section, do either of the following:

   • To create a campaign that targets first-time customers, select New customers.
   • To create a campaign that retargets past customers, select Lapsed customers, and then in the Time since last order dropdown menu, select a time period.

6. Use the checkboxes to select the countries that you want to target customers in.

7. Optional: If you want to advertise on third-party platforms, then in the Tactics section, select Ads on other platforms by clicking the toggle button. After you save your campaign, you're redirected to Shopify Audiences to complete the following steps, if you haven't previously set up Shopify Audiences:

   1. On the Set up Audiences page, click Get started.
   2. In the Data sharing section, ensure that you're compliant with the requirements of US state and other applicable privacy laws, and then click Turn on.
   3. In the Meta Business Account section, click Connect, and then follow the prompts to connect your Meta Business Account using Facebook.
   4. In the Meta ad account section, click Connect next to the ad account that you want to connect.
   5. Click Done.

8. In the Budget section, enter your Customer acquisition cost, Target return on ad spend, and Daily budget.

9. In the Schedule section, enter the start date and time for your campaign to begin.

10. Optional: To set an end time for your campaign, select the Set end date checkbox.

11. Enter the name of your campaign.

12. In the Billing and terms section, review and accept the Shop Campaigns Terms of Service, and then click Save.

Preview a campaign's estimated results

When you create a campaign, you can preview the estimated weekly results in the Estimated weekly results section. Estimated weekly results are based on the following information:

• selected ad types
• customer acquisition cost
• return on ad spend
• daily budget
• your store’s average order value
• past campaign performance

These numbers are only estimates to forecast a campaign's performance, and don't guarantee results.

Edit a campaign

After you create a campaign, you can make changes to your daily budget and campaign end date. You can't change the customer acquisition cost, target return on spend, or countries after a campaign is activated. However, you can end a campaign at any time, and then create a new one.

Steps:

1. From your Shopify admin, click Settings > Apps and sales channels.
2. From the Apps and sales channels page, click Shop.

3. Click Open sales channel.

4. Click Advertising, and then click your campaign.

5. Do any of the following:

   • To change your daily budget, click Edit campaign, enter the new amount in the Daily budget field, and then click Save.
   • To change when your campaign ends, click Edit campaign, adjust the End date or End time field, and then click Save.
   • To pause the campaign, click Pause campaign, and then click Pause campaign again in the confirmation dialog.
   • To end your campaign immediately, click End campaign, and then click End campaign again in the confirmation dialog.

Note

After you opt out of advertising an active campaign on other platforms, it takes up to 3 business days for your campaign to stop being displayed on other platforms.

View Shop Campaigns metrics

You can view the following metrics about your Shop Campaigns performance from your Shopify admin to measure the success of your campaigns:

Shop Campaigns metrics

Metric	Description
Sales	Gross sales from transactions for a campaign, including refunded or canceled orders.
Customers	The number of customers who made an order from a Shop Campaign.
Return on ad spend (ROAS)	The gross sales generated from Shop Campaigns ads divided by the total cost of those ads.
Average order value	The gross sales divided by the number of orders from a Shop Campaign.
Impressions	The number of times customers have viewed a campaign from anywhere in the Shop app, including store and product detail pages. This calculation doesn't include impressions on third-party platforms.
Spend	The total cost divided by the total gross sales from a campaign.

Steps:

1. From your Shopify admin, click Settings > Apps and sales channels.
2. From the Apps and sales channels page, click Shop.

3. Click Open sales channel.

4. Click Advertising

5. Select the campaign that you want to review.

6. Use the Shop Campaigns metrics table to learn more about what each campaign metric means.

View customer segments

If a customer places an order using an offer from your Shop Campaign, then the Shop Cash offer acquired customer tag is applied to their profile.

Customers that you acquired through your Shop Campaigns are grouped into customer segments. You can view a customer segment from the Advertising page of the Shop channel.

Steps:

1. From your Shopify admin, click Settings > Apps and sales channels.
2. From the Apps and sales channels page, click Shop.

3. Click Open sales channel.

4. Click Advertising.

5. To view a customer segment for a specific campaign or for all Shop Campaigns, do one of the following steps:

   • To view the customer segment for all Shop Campaigns over time, on the Advertising page, click More actions > View segment.
   • To view a customer segment for a specific Shop Campaign, click on a Shop Campaign, and then click More actions > View segment.