How to Retarget Cart Abandoners on Facebook/Instagram with Shopify

Cart abandonment is a common issue that Shopify store owners face, with potential customers often leaving items in their cart without completing the purchase. One of the most effective strategies to recover these lost sales is through retargeting, specifically using Facebook and Instagram ads. This guide will walk you through the steps needed to set up a successful retargeting campaign.

Step 1: Install facebook pixel

Firstly, make sure you have the Facebook Pixel installed on your Shopify store. This tool collects data about your website visitors, including those who add items to their cart but don’t purchase. You can install the Pixel by going to your Shopify admin panel, then to ‘Online Store’, ‘Preferences’, and then paste your Pixel ID in the ‘Facebook Pixel’ section.

Step 2: Create a custom audience

Go to your Facebook Ads Manager, and then to ‘Audiences’. Click on ‘Create Audience’, and then ‘Custom Audience’. Select ‘Website’ and then choose ‘People who visited specific web pages’ in the drop-down menu. Specify the URL of your checkout page. This will target all visitors who reached the checkout stage but did not complete the purchase.

Step 3: Set up your retargeting ad

Now you can create an ad to retarget these potential customers. Click ‘Create’ in the Ads Manager, select ‘Traffic’ or ‘Conversions’ as your objective, and name your campaign. When choosing your audience, select the Custom Audience you created earlier.

Step 4: Craft your ad

Design an appealing ad that will entice your audience to return to their cart. This could include a special discount, a reminder of what they left behind, or a sense of urgency (like limited stock). Be sure to also have a clear call-to-action, like “Complete Your Purchase”.

Step 5: Select placements

Choose where your ad will be displayed. For retargeting, it’s often effective to select both Facebook and Instagram.

Step 6: Set your budget and schedule

Decide on your daily or lifetime budget and set the schedule for your ads. You might want to run your ads continuously, or you could schedule them to run at specific times when your audience is most likely to be online.

Step 7: Review and launch

Review all your settings, ensure everything is correct, and then click ‘Confirm’ to launch your campaign.


Retargeting cart abandoners via Facebook and Instagram ads can be a game-changer for your Shopify store, potentially recovering lost sales and increasing revenue. It requires strategic planning and execution, but with careful attention to detail and an understanding of your customers’ behavior, it can be a highly effective tool in your digital marketing arsenal.

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