Setting up the Facebook Marketing app

Before you create Facebook ad campaigns in Shopify, you need to set up the Facebook Marketing app and create a custom audience for your ads. When you're ready to create a Facebook ad campaign, you can set everything up from Shopify.

When you buy Facebook ads, you pay for them through your Facebook ad account. Make sure you understand the Facebook Advertising Policies before you create a Facebook ad campaign.

Authorizing the Facebook Marketing app for your Facebook account

When you set up the Facebook Marketing app in Shopify, you authorize the app to access a Facebook Page for your business as well as a Facebook ad account and Business Manager. The Facebook Page might connect to your personal Facebook account, but Shopify uses your personal Facebook account information only to access the Facebook Page, Ads Manager account, and Facebook Business Manager.

Basic requirements

Before you can create Facebook ad campaigns in Shopify, you need to set up a Facebook Business Manager that's connected to both your business's Facebook Page and an ad account that has an admin role for the Business Manager.

Facebook Business Manager is a tool that you can use to organize and manage your business Pages and ad accounts in one place. If you're using a personal ad account, then you need to have used it to run ads in the past before you can connect it to a Business Manager. If you've never run ads with your personal ad account, then you need to create a new ad account inside Business Manager before you can create Facebook ad campaigns. Learn more about Business Manager and ad accounts from the Facebook Ads Help Center.

If you don't have a Business Manager, then you can set one up when you're setting up the Facebook Marketing app.

Facebook Page settings

The following requirements need to be met on Facebook before you can connect your Facebook Page:

  • Your Facebook account needs to have an admin role on the Page.
  • The Facebook page needs to be published.

Learn how to create a Facebook Page for your business at the Facebook help center.

Understanding roles and permissions on Facebook

On Facebook, you need an admin role for a Page, Ad account, or Business Manager before you can access all of its settings and make certain kinds of changes to it. Pages, Ad accounts, and Business Managers have separate account permissions, which means that you need admin roles for each one.

You can find an overview of Facebook roles and permissions and links to more resources on the Facebook Help Center.

You also need to sell by using a Shopify online store, and your store can't be password protected. Learn how to remove your online store password.

Set up the Facebook Marketing app and create a custom audience


  1. In Shopify, go to Marketing.

  2. Click Create campaign, and then select Facebook audience building ad.

  3. Click Set up Facebook Marketing to install the Facebook Marketing app.

  4. From the Facebook Marketing app, connect your Facebook account, or create a new account:

    • If you have a Facebook account, then click Connect account and follow the steps to sign in to your account and authorize the Facebook Marketing app.
    • If you don't have a Facebook account, then click Create a new Facebook account, and follow the steps on Facebook to create the account.
  5. In the Facebook Marketing settings, select a Facebook Page for your business, or click Create Business Page to create a new Facebook Page.

  6. Confirm that the Facebook ad account selected in the ADS WILL BE BILLED TO THIS FACEBOOK AD ACCOUNT section is your preferred Ads Manager account, or else click Create ad account to create a new account.

  7. In the Facebook Audiences section, select a country where you want to target your Facebook ads. Learn more about Facebook ad targeting.

  8. Click Complete setup.

  9. You need to view and accept Custom Audiences terms on Facebook before you can continue. Click View and accept terms to open a browser tab with the terms on Facebook, and then accept the terms.

  10. Return to your original browser tab for the Facebook Marketing app in your Shopify admin, and then click Done to create the Facebook Ads audience and complete the Facebook Marketing app setup.

Facebook pixel and the Facebook Marketing app

When you set up the Facebook Marketing app, a Facebook pixel is added to your online store. The pixel uses advanced matching to track customer behavior on your store. You can disable advanced matching for Facebook pixel.

The Facebook pixel sends the following information about your customers to Facebook:

  • first name
  • last name
  • email address

The customer data collected by the pixel is used to improve the custom audiences for the Facebook ads that you create in Shopify. You can learn more about advanced matching from Facebook Advertiser Help.

If you have more than one Facebook pixel associated with your ad account, then you see an option to change the pixel connected to the Facebook Marketing app. If another pixel has tracked more traffic on your store, then it can be more effective for building a custom audience for Facebook dynamic retargeting ads because it has more visitor data stored. In Shopify, go to Apps > Facebook Marketing, and then click Change pixel to use another available pixel from the same Facebook ad account.

Telling your customers about Facebook pixel data collection

To protect the privacy of your customers, you can consider telling them that your store uses the Facebook pixel, and providing a link to Facebook's Data Policy.

Customers who don't want to be tracked by Facebook can opt out through Facebook. You can consider updating your privacy policy to include information about the Facebook pixel, and provide a link for your customers to learn how to opt out. Customers can find more information about Facebook's cookies and other storage techniques and about opting out from the Facebook Help Center.

Disable advanced matching for Facebook pixel

  1. Go to Apps > Facebook Marketing.
  2. In the Advanced matching section, click Disable.

Additional help from the Facebook Help Center

If you need help with troubleshooting your Facebook account setup, then see the following articles from the Facebook Help Center:

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