In this guide · 7 sections
Short answer
Install Shopify's Facebook & Instagram channel to sync products into a Meta catalog, connect the same Meta Pixel so ViewContent, AddToCart and Purchase events carry matching content IDs, then create product sets in Commerce Manager and run a Sales campaign using Advantage+ catalog ads.
How Meta catalog ads work with Shopify
Catalog ads have three parts that must line up: a catalog of your products, a pixel that reports which products people view, add to cart and buy, and a campaign that uses both. Shopify's Facebook and Instagram by Meta help page says the sales channel syncs your products to a catalog on Facebook and Instagram and is free on all Shopify plans, subject to store eligibility.
| Part | Where it lives | What can go wrong |
|---|---|---|
| Product catalog | Meta Commerce Manager, synced from Shopify | Products missing, rejected or out of stock |
| Meta Pixel and Conversions API | Connected through the Shopify channel | Event IDs do not match catalog IDs |
| Product sets | Commerce Manager, Catalog, Sets | Set too narrow, or empty after filters change |
| Campaign | Ads Manager, Sales objective | Wrong catalog or set selected; budget too small to learn |
Set up the catalog sync from Shopify
Do this once, from an account that is an admin of your Meta business portfolio. Our Meta Pixel and Conversions API guide for Shopify covers the pixel side in more detail.
Install the Facebook & Instagram channel
Add it from the Shopify App Store and log in with the Facebook account that manages your business portfolio. Choose the existing portfolio, Page, Instagram account, ad account and pixel rather than creating new ones.
Pick the data-sharing level
Shopify lets you choose Meta's customer data-sharing level. Higher levels send events server-side through the Conversions API, which helps matching when browsers block tracking. Make sure your privacy policy and cookie consent cover it.
Make products available to Facebook
In Products, filter by Unavailable on Facebook, select the products you want, then More actions, Add available channel(s), Facebook. Every feature of the channel shares this one catalog.
Check product status in the channel
In the Facebook channel's Overview, the Product status section shows errors. Click View products and read the Issues column for each product.
Confirm the catalog in Commerce Manager
Open Commerce Manager, check the product count matches what you published, and connect the same pixel as the catalog's data source.
Shopify says changes to product details sync to Facebook automatically, usually within a few minutes, so edit products in Shopify, not in Commerce Manager.
Product requirements that cause missing products
Shopify's publishing products page lists the requirements a product must meet to be available on Facebook. Most "why is this product missing" questions come from this list:
Shopify's requirements for Facebook products
Meta's catalog quality tips add: keep one catalog, set up variants, use images of at least 500 x 500 pixels, and avoid frequent edits to titles, descriptions and images, because those edits send products back through review. Price and availability changes are safe.
Event matching: the error that quietly ruins catalog ads
Meta's pixel guide for Advantage+ catalog ads says the ViewContent, AddToCart and Purchase events must include either content_ids or contents, and the IDs must match the IDs in your product catalog. If they do not, Meta cannot connect a shopper's behaviour to a product, and retargeting shows the wrong items or nothing at all.
- Two pixels firing: an old pixel pasted into the theme plus the Shopify channel's pixel. Remove the old code so events are not doubled or mismatched.
- Product vs variant IDs: the catalog uses one ID type and a third-party app sends another. Let the Shopify channel handle events, or make every source use the same IDs.
- Wrong catalog connected: the pixel is linked to a second, older catalog. Meta recommends one catalog per business.
Meta suggests aiming for a catalog match rate above 75%, meaning most products people interact with on your site are found in your catalog. Check it in Commerce Manager under your catalog's events or diagnostics.
Product sets and fixing rejected products
Shopify notes that collections only sync to Facebook for US stores. In Singapore, create product sets in Commerce Manager: open your catalog, go to Catalog, then Sets, then Create set. Meta's product set guide says filters such as price or product type are dynamic, so products join and leave the set as they change. A broader set can improve performance by giving delivery more options.
| Issue in Commerce Manager | What it means | Fix |
|---|---|---|
| Out of stock | Not shown in ads | Restock or exclude it from the set |
| Missing price, link, image or condition | Required data missing | Complete the product in Shopify and let it resync |
| Price outside 0.50 to 10,000 | Unsupported price range | Correct the price |
| Policy violation (rejected) | Failed Meta's automatic review | Edit the product to comply, or select it and click Request review |
Meta's rejected products guide says you can request another review of up to 100 products at a time, up to 5,000 every 7 days, and reviews usually take up to a few days. If a review is not approved, you must edit the product before requesting again. Edit it in Shopify, the original data source.
Do it yourself or get help?
A small store with clean product data can connect the channel and launch a first catalog campaign in an afternoon. Help pays off when you have hundreds of variants, an old pixel in the theme, products repeatedly rejected, or a low match rate you cannot explain.
IT Sorted is a Singapore-based team of developers with over 10 years of experience. Meta Ads Setup (Facebook & Instagram) (S$590) connects your catalog, Pixel and Conversions API and builds your first campaigns. If the store itself needs work, a Shopify Store (S$1,890) build sets up products, variants and policies correctly from the start. Ad spend is paid to Meta separately, and no one can guarantee ad results. For Google Shopping, see our guide to choosing Google Ads management.
Frequently asked questions
No. Shopify's Facebook & Instagram sales channel, which is free on all Shopify plans subject to eligibility, syncs your products to a Meta catalog and connects the Meta Pixel and Conversions API. You then create the catalog campaign in Meta Ads Manager. Extra feed apps only help with unusual product data or several catalogs.
Shopify says collections only sync to Facebook for stores based in the United States. If your store is in Singapore or elsewhere, create collections or product sets yourself in Meta Commerce Manager, using filters such as product type, brand or price so the sets update as your products change.
Common reasons from Shopify's requirements: the product is not made available to the Facebook channel, it does not require shipping, the store has no return policy, it lacks a Google Product Category, the price is zero, or the title, description or image does not meet Meta's catalog specifications. Check the Issues column in the channel.
Meta recommends aiming for a catalog match rate above 75%. That means most of the product IDs in your ViewContent, AddToCart and Purchase events are found in your catalog. A low rate usually means two pixels are firing, the wrong catalog is connected or an app sends different IDs from the catalog.
Filter products by policy violations, read the policy issue, and either edit the product to comply or select it and click Request review. Meta allows up to 100 products per request and 5,000 every 7 days, with reviews usually taking a few days. For Shopify stores, make edits in Shopify so they sync correctly.