Shopify’s New Feature Improves Meta Ads Targeting

How Shopify’s Latest Update Helps You Target Ads More Effectively on Meta

Shopify has introduced a game-changing update that can significantly improve how eCommerce brands target their Meta Ads. For brands looking to refine their ad targeting strategy, this new feature is set to make the process easier and more efficient.

Typically, when creating a segment of past customers for Meta Ads, media buyers use the Klaviyo integration to auto-update customer lists. While this is convenient, it’s not always a perfect solution. Some customers may slip through the cracks, meaning your exclusions or retargeting efforts might not include everyone they should.

Another option has been to manually upload customer lists from Shopify to your Meta ad account and build out past-purchase segments that way. While effective, this approach is time-consuming and often prone to error, especially if you forget to update the list regularly.

But here’s the good news: Shopify has just rolled out a new feature called Existing Customers Audience. This update is designed to help eCommerce brands build more accurate customer lists for Meta Ads, making it easier to exclude previous buyers and create lookalike audiences. With this feature, Shopify automatically syncs your customer data with Meta weekly—no more exporting or re-uploading lists manually.

This update provides brands with a larger pool of customers to target and ensures your lists are always up to date. It’s a win-win for eCommerce businesses looking to optimize their Meta Ads and get better results.

Who gets this update? Right now, it’s being gradually rolled out to Shopify Plus accounts. So, if you’re on Shopify Plus, keep an eye on your Audiences App for this new feature and start testing it as soon as it becomes available. For the rest of us, let's hope this will be rolled out soon.