Creating and managing Shop Campaigns
Before you create a Shop Campaign, refer to Understanding Shop Campaigns to understand where ads run, customer targeting with optional segment overrides, and budgets. Campaign setup covers your budget, maximum cost per acquisition, channels, and optional segment overrides for customer groups such as new or lapsed customers.
If you use Campaign Autopilot, then recommended Shop Campaigns tactics from Autopilot can appear alongside campaigns you manage on this page. Refer to Shop Campaigns with Autopilot for how Autopilot connects the Shop channel and how you approve tactics.
After you publish a campaign, you can edit the campaign if you change your strategy, including maximum cost per acquisition, target order value, countries, and channels, instead of ending the campaign and starting over.
On this page
Create a campaign
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 run multiple active campaigns at one time. Each campaign targets all customers by default, and you can set optional segment overrides for groups such as new or lapsed customers. Learn more about customer targeting and optional segment overrides.
When you create a campaign, you're opted in to ads on Shop and ads on Shopify Product Network automatically. If you also want to advertise on third-party platforms, then you can opt in to ads on other platforms.
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.
Steps:
From your Shopify admin, go to Sales channels > Shop.
Click Advertising, and then click Create campaign.
In the Average customer acquisition cost section, enter the maximum cost that you're willing to pay per customer for All customers.
Optional: To set a higher acquisition cost that prioritizes a specific group of customers, add a Segment override for New customers or Lapsed customers, and set a customer acquisition cost for that segment. If you add Lapsed customers, then select a period from the Time since last order dropdown menu.
In the Target countries section, select the countries that you want to target customers in.
In the Budget and goals section, complete the following:
- In the Target order value field, enter a target order value amount.
- In the Daily budget field, enter your maximum daily budget.
To set your channels, schedule, and campaign name, expand More options, and then complete the following:
- In the Channels field, Shop and Shopify Product Network are included automatically and can't be removed. If you also want to advertise on third-party platforms, then turn on Advertise on other platforms.
- In the Schedule field, accept the default schedule, or set the start time and optional end date for your campaign.
- In the Name field, accept the default campaign name, or enter a new name for your campaign.
Click Save.
If you choose to advertise on third-party platforms, and you haven't previously set up Shopify Audiences, then you might be prompted to set up Shopify Audiences after saving your campaign.
Turn branded keyword ads on or off
When you're opted in to display ads on other platforms, branded keyword searches can help your ads display in more places for customers searching for your store. Branded keywords are turned off by default. You can turn branded keywords on or off for any active campaign.
By default, your shop name is used as your store's branded keyword. If you want to use a different branded keyword, or need to turn off additional keywords, then contact Shopify Support.
Steps:
From your Shopify admin, go to Sales channels > Shop.
Click Advertising, and then click your campaign.
Click Manage channels.
In the dialog, turn Show search ads for branded keywords on or off.
Click Save.
Changes can take up to 1 hour to apply.
Overlapping audiences when running multiple campaigns
You can run multiple campaigns at the same time. However, if your campaigns target the same or similar audiences, then your campaigns might compete with each other for budget. Shop Campaigns automatically reallocates your available budget towards your best-performing campaign first, until its budget is exhausted. After that, Shop allocates your budget to the next best performing campaign.
To prevent competing spend on some campaigns, consider the following optimizations:
- Revise your audience targeting to reduce overlap in your campaigns. This helps you better distribute budgets across multiple campaigns without the campaigns competing for the same audience.
- If you need to overlap your campaign audiences, then prioritize your best-performing campaigns, and pause or consolidate your other campaigns to maintain optimal spend efficiency.
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 order value, or countries after a campaign is activated. However, you can end a campaign at any time, and then create a new one.
Steps:
From your Shopify admin, go to Sales channels > Shop.
Click Advertising, and then click your campaign.
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.
View Shop Campaigns metrics
These metrics measure how your campaigns perform. To review the customer experience signals that affect how often your ads are recommended to customers, refer to Ad recommendation status.
You can view the following metrics about your Shop Campaigns performance from your Shopify admin to measure the success of your campaigns:
| Metric or breakdown | Description |
|---|---|
| Orders | The number of orders placed using a Shop Campaign. |
| Average order value | The average value of your orders over a given time period. |
| Sales | Gross sales from transactions for a campaign, including refunded or canceled orders. |
| Spend | The total amount spent on the campaign during the selected period. |
| Average customer acquisition cost | The average amount that you pay to acquire a customer through Shop Campaigns, based on the last paid click within 7 days of the order. |
| Return on ad spend (ROAS) | The gross sales generated from Shop Campaigns ads divided by the total cost of those ads. |
| Customer breakdown | A breakdown of the customers that your campaign converted, including new and returning customers. You can view the breakdown by customers, orders, sales, average order value, or campaign segment. Returning customers might display even in a campaign that targets only new customers. |
| Top countries | Ranks top countries that your campaign reached by sales, orders, or average order value. Countries outside the ones that your campaign targets might display in this report because some customers might order from a different location, such as when they're traveling. |
| Top orders by sales | Lists the orders with the highest amount spent for the selected date range. |
Steps:
From your Shopify admin, go to Sales channels > Shop.
Click Advertising.
Select the campaign that you want to review.
Select the date range that you want to review.
Optional: To filter the report by country, click the Countries drop-down menu, and then select the countries that you want to view reporting for. The menu includes the countries that you currently target and any Past countries that you previously targeted. To remove the filter, select All countries.
Optional: To filter the report by customer segment, click the Segments drop-down menu, and then select the segments that you want to view reporting for.
Optional: To view all orders in your Analytics page, click View all in the Top orders by sales section.
Viewing Shop Campaigns data outside of the Shopify admin
Shop Campaigns performance data, including ad spend, sales, ROAS, and customer acquisition cost, is also available through ShopifyQL. You can access this data through third-party analytics apps that support ShopifyQL, CSV exports, and Business Intelligence tools that connect to the Admin GraphQL API.
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:
From your Shopify admin, go to Sales channels > Shop.
Click Advertising.
To view a customer segment for a specific campaign or for all Shop Campaigns, do one of the following:
- 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 a Shop Campaign, and then click More actions > View segment.