Using audiences

The Shopify Audiences app generates and exports several platform specific objective-based types of audiences that you can use to target your ad campaigns.

To use an audience, go to your ad account and then either create a new ad set using the audience or add the audience to an existing ad set. If you want to apply filters to the audience, then you can do so on the ad platform.

Tip

When you create or modify your ad sets, allow them to run for 1 to 2 weeks before evaluating their performance. This gives a more accurate picture of how well they're performing.

You can use audiences on the following platforms:

• Meta (including Facebook and Instagram)
• Google (including Google Search, Google Shopping, Gmail, YouTube, and Google Display Network)
• Criteo
• Pinterest
• Snapchat
• TikTok

Learn more about the types of audiences generated for each ad platform.

Set a budget

When setting your budget, it's important to consider the size of your audience. A very low budget might lead to subpar performance, whereas a budget that's too high could increase your CPM (cost per 1000 impressions).

Tip

Aim for 2-3 impressions per person each week. Base this on 80% of your total audience size, as it’s unlikely that everyone in your audience will log in to the platform in a given week.

You can use the formula (CPM / 1000) * (Audience size * 0.8) * (2 or 3 impressions) = weekly budget determine your weekly budget. Calculate your weekly budget using the following steps:

1. Divide your average CPM by 1000 to find your cost per impression.
2. Multiply your total audience size by 0.8.
3. Multiply the results from step 1 and 2 together.
4. Finally, multiply the resulting number by 2 or 3 to get a budget range.

This is just one method to set your budget for a single campaign, and it's important to consider your budget for other campaigns as well.

The Shopify Audiences app generates and exports several platform specific objective-based types of audiences that you can use to target your ad campaigns.

Using the audience report for Meta Retargeting Boost

For the Meta Retargeting Boost audience, you can access a performance dashboard to help you understand the value that's being created by the audience. In order for data to display, you must have an active ad set selected for the Meta Retargeting Boost audience and enough ad spend data has accumulated.

Access the Meta Retargeting Boost report

The Retargeting Boost report contains the following information:

• Sales lift data, which estimates the lift in sales created by the incremental impact of adding the Retargeting Boost audience to your ad set.
• Orders lift data, which estimates the lift in orders attributed to the Retargeting Boost audience.
• Total reach data, which compares the reach of the Retargeting Boost audience compared to other retargeting audiences.

Data displayed in the Retargeting Boost report is for the last 30 days, delayed by 24 hours. The date range on the report can't be adjusted.

Steps:

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

2. Click Shopify Audiences.

3. Click Open app.

4. Navigate to the Meta section.

5. In the Retargeting Boost audience, click View report.

6. Optional: Click View on Meta to open the Retargeting Boost audience in Meta.

7. Optional: If a recommendation displays for how to improve your audience performance, then click the button in the recommendation card to do the corresponding action.

Meta Retargeting Boost recommendations

Shopify Audiences includes recommendations for how to improve the performance of your Meta Retargeting Boost ad set. These recommendations display on both the Meta audiences overview page and the Meta Retargeting Boost report.

Recommendations can be dismissed by clicking the X on the card, or you can action the recommendation by clicking the button presented on the recommendation. The report includes the following types of recommendations:

• Creating a new ad set when Shopify Audiences doesn't find any ideal ad sets suitable for the retargeting boost.
• Adding or changing the audience to a suggested ad set when the existing ad set isn't an optimal fit.
• Updating the budget when the selected ad set is good, but the budget isn't a good match for optimal performance.