Shopify Audiences is presented as a crucial tool for ecommerce businesses grappling with post-iOS14 advertising challenges. It leverages Shopify's extensive first-party data to help merchants identify and target potential customers, thereby mitigating the impact of reduced third-party data access. The episode emphasizes that while collecting your own first-party data remains paramount, Shopify Audiences offers a powerful complementary strategy for audience discovery and targeting on platforms like Facebook.
Anyone who has ever run a Facebook Ad and even those who haven’t, knows that the introduction of iOS14 rocked the digital advertising world when it limited Facebook’s access to third-party data of its users. One of Facebook’s most powerful tools, lookalike audiences took the biggest hit and while it wasn’t the death of FB advertising altogether, it did mean that we had to revert back to an old school way of targeting… actually knowing our audiences and using Facebook first-party data about them to create audiences. In the wake of this change, one of the first things I recommended that you do was to collect more of your own first-party data, mostly through your email platform so that you could learn more about what matters to them and figure out what audience interests to target. You can also collect zero-party data, this is like first-party data but it’s more active on the side of your audience. Listen to episode 107 for more details on that. And that’s still my #1 recommendation for all eCommerce businesses and something you should never stop doing. But Shopify wants to help too… and they’ve got a little trick up their sleeve called Shopify audiences. What You’ll Learn How Shopify Audiences gets its data How Shopify Audiences attributes sales Who Shopify Audiences is good for Episodes Mentioned 62. iOS14 for Facebook Ads + What You Need to Know About it https://ecommercebadassery.com/ios14-facebook-ads-ecommerce/ 88. Your Top Questions: Should You Upgrade to Shopify Plus (19:56) https://ecommercebadassery.com/common-questions-about-ecommerce/ 107. The Power of First-Party Data + Quizzes https://ecommercebadassery.com/quizzes-for-ecommerce/ Links Mentioned Stats About How Much Data Shopify Has https://acquireconvert.com/shopify-statistics/#:~:text=Shopify%20statistics:%20how%20big%20is%20it? Introducing Shopify Audiences https://www.shopify.com/partners/blog/shopify-audiences Shopify Audiences Privacy Documentation https://help.shopify.com/e