Setting up Shopify Audiences

After you set up Shopify Audiences, you can create and export audience lists to digital advertising platforms, such as Facebook Ads and Instagram Ads.

Set up the Shopify Audiences app

By activating data contribution for Shopify Audiences, you agree to automatically contribute customer data to Shopify Audiences. To protect your privacy and your customers' privacy, all personally identifying information is removed.

Before you begin setting up the Audiences app

Check whether you're eligible to use Shopify Audiences, and install the app.


  1. From your Shopify admin, click Settings > Apps and sales channels.

  2. From the Apps and sales channels page, click Shopify Audiences.

  3. Click Open app.

  4. Click Set up audiences.

  5. Click Turn on to enable data contribution and agree to the Shopify Audience terms and conditions.

  6. Click Set up to connect to your Facebook account that you use for your ad campaigns.

  7. Click Connect, enter your Facebook account password, and then click Continue.

  8. Click the Facebook Ad account that you want to export your Shopify audiences to.

  9. Click Accept terms to accept Facebook's Custom Audiences terms.

Create and export an audience with Shopify Audiences

The attributes of the product that you choose when you create an audience are used to generate a list of buyers that are likely to purchase that product.

There's a maximum number of audiences that can be created during a 7-day period. The maximum number for a period is displayed when you export the first audience. The 7-day period begins when you export the first audience. During the 7-day period, you can export up to your maximum number of audiences. The export maximum resets 7 days after you export the first audience, and a new 7-day period begins when you export the first audience in the new 7-day period.

Audiences that you create have the following characteristics:

  • Only buyers in the United States and Canada are included.
  • Your existing customers and buyers who have opted out of data sharing are excluded.
  • Audiences aren't updated after they are exported. To ensure that you have an updated list of buyers, export new audiences regularly.

Audiences that you export from your Shopify admin to a third-party advertising platform, such as Facebook, are encrypted and transmitted securely. Exported Audiences can't be downloaded from Facebook. Facebook uses the data that's transmitted to match their records, and then deletes the data.

Before you begin exporting an audience

Verify that you've set up the audiences app.

Add and display a privacy policy on your online store that clearly outlines your use and disclosure of personal information and the right to opt out of data sharing. If you have any specific legal questions, then consult your legal team or a privacy law professional. Shopify can't provide legal advice.


  1. From your Shopify admin, click Settings > Apps and sales channels.

  2. From the Apps and sales channels page, click Shopify Audiences.

  3. Click Open app.

  4. Click Create audience.

  5. Click Choose a product, and then select the product that you want to base your audience on.

  6. Enter a name for your audience, and then click Export Audience.

Depending on the size of the audience list, the export process can take up to several hours to complete. The export is complete when the audience status changes to Ready. The audience size in your Shopify admin is an estimate and might be different than the audience size that's displayed in Facebook.

Best practices for creating and using Shopify Audiences

To help minimize order attribution overlap and ensure that reports are accurate, only target one audience for each ad set that you create. Don't target the same audience with multiple ad sets at the same time.

An audience isn't updated after it's been exported. To help your ads perform better by using the most current data, start your ad campaign's on the same day that you export the audience from your Shopify admin.

If you want to A/B test an audience on Facebook, then ensure that the ad campaign that you use as a comparison has the following properties:

  • The comparison campaign's audience only includes buyers in the United States and Canada.
  • The comparison campaign's audience excludes your existing customers.
  • The ad budget for each ad campaign is proportional to the size of each ad campaign's audience. For example, if the size of audience A is twice the size of audience B, then the budget for audience A should be twice as much as the budget for audience B.

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