Using Shopify to Sync Customer Profiles to Meta for Retargeting

Many merchants rely on Meta custom audiences to run retargeting campaigns. If you’re using Instant AI to completely run your email marketing, or switching from another platform, you can still fully sync your customers and shopper activity to Meta using Shopify’s built-in integration.

This guide explains how the Shopify <> Meta sync works, what data is included, and how Instant AI fits into the picture.

1. How the Shopify → Meta Sync Works

Shopify offers a native integration called Facebook & Instagram by Meta. Once connected, Shopify automatically sends the following data to Meta:

• Customer list uploads (hashed for privacy)
• Purchase events
• Page view / product view events
• Add to cart events
• Checkout started
• Order placed
• Product & collection catalogue

Meta uses this data to build audiences such as:

• All website visitors
• Product viewers
• Add-to-cart but did not purchase
• Recent purchasers
• High-value customers based on Shopify profile data

This integration is managed entirely inside Shopify and doesn’t depend on Klaviyo, Instant AI, or any other ESP. You can view the documentation here. 

2. How to Set Up the Shopify → Meta Integration

1. Open Shopify → Apps → Facebook & Instagram by Meta
2. Connect your Meta Business Manager
3. Choose the Pixel you want to use
4. Select your Customer Data Sharing level
   1. Standard: Browser events only
   2. Enhanced: Browser + some server-side events
   3. Maximum: Uses Shopify’s server-side events (recommended for accuracy)
5. Publish the integration

Once connected, Shopify will automatically begin syncing events and customer data.

3. How Instant AI Fits Into This

Instant AI doesn’t sync new contacts directly to Meta to create audiences. Instead, we sync all customer profiles and email activity back into Shopify, which means:

•  All profiles enriched by Instant AI remain available inside Shopify
• Shopify continues to act as the single source of truth
• The Shopify → Meta integration still receives complete profile and event data

If you previously relied on Klaviyo’s custom audience sync, switching to the Shopify → Meta sync ensures you continue to deliver retargeting ads without interruption.

FAQ's

Can I still run retargeting ads if I’ve turned off Klaviyo or another ESP?

Yes. The Shopify → Meta integration works independently of any ESP. You don’t need Klaviyo (or Instant AI) for Meta audience syncing.


Do I need to set anything up inside Instant AI?

No. Nothing inside Instant AI affects your Meta audiences.


Can I export specific segments (e.g., VIPs, lapsed customers) to Meta?

Shopify doesn’t sync custom segments automatically.
If you need a very specific list, you can:
 1. Filter customers in Shopify
 2. Export a CSV
 3. Upload it manually to Meta as a Custom Audience

This is useful for one-off campaigns but not necessary for ongoing retargeting.


Is server-side tracking supported?

Yes — selecting Customer Data Sharing: Maximum enables Shopify’s server-side Conversions API events.