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Shopify Audiences Alpha Test

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In fall of 2021 we tested shopify audiences across 5+ accounts in the shopify audiences alpha. 

Our setup was the following for each accounts: 

Campaign 1: Shopify Audience

Campaign 2: Broad Audience

Each campaign had one adset and all variables remained the same outside of the audience targeting. 

The main takeaways front he test were: 

  • Shopify Audiences were small in size <5M and were saturated at a much quicker rate than broad. This makes sense but given that shopify audiences are not dynamic and do not automatically update it would be unlikely to see any consistent scale coming out of these audiences. 
  • With small size came increased CPMs. Across our accounts we saw a 56% increase in CPMs in the shopify audience when compared to broad. 

The higher price of traffic did not lead to higher performance in accounts. We saw broad targeting outperform the shopify audience by 54% across accounts in terms of ROAS.

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