What are Web Shops, Meta Shops, and TikTok Shops?

We report conversions from three different types of Shops. Each Shop corresponds to a specific checkout experience, or where your customer places their order.

Web Shops

This is your store's normal checkout experience, where our Purchase Event fires.

Meta Shops

This is Facebook's (and Instagram's) native shopping experience -- where customers purchase directly from the platform, as opposed to your online store. Learn about Meta Shops here.

TikTok Shops

This is TikTok's native shopping experience -- where customers purchase directly from TikTok's platform, as opposed to your online store. Learn more about TikTok Shops here.

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Meta Shops and TikTok Shops attribution are only supported using the Clicks Only or the Clicks + Views attribution models.

If using First Touch, Last Touch, Last Non-Direct Touch, or Linear -- Meta and TikTok Shops will report as its own line item. You'll simply see total orders and revenue from these channels.

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Setting up tracking for Meta Shops

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For Shopify Stores

1. Make sure your store is connected to Facebook and Instagram by Meta
2. Ensure your Northbeam Pixel and your Purchase Events are set up (completed during onboarding).

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For Custom Stores

It's important for us to understand which order(s) were placed via Meta Shops, which is done by using an Order Tag.

1. Set up a unique Order Tag to be passed on all Meta Shop orders (order_tags in Server API)
2. Reach out to our team with the name of the tag.

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Setting up tracking for TikTok Shops

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For Shopify Stores

1. Make sure your store is connected to TikTok Shops
2. Ensure your Northbeam Pixel and your Purchase Events are set up (completed during onboarding).

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For Custom Stores

It's important for us to understand which order(s) were placed via TikTok Shops, which is done by using an Order Tag.

1. Set up a unique Order Tag to be passed on all Meta Shop orders (order_tags in Server API)
2. Reach out to our team with the name of the tag.

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Meta Shops FAQ

1. How do you track and attribute Meta Shops conversions?

Northbeam identifies individual Meta Shops purchases and fractionalizes purchase credit to all touchpoints in the customer journey that led to that purchase.

The major advantage of using Northbeam for Meta Shops attribution is that, unlike Meta, we can link Meta Shops purchases to even non-Meta campaign touchpoints; this way, customers get a true sense of how all paid touchpoints (including non-Meta campaigns) are driving Meta Shops purchase activity.

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Note

The Northbeam Pixel doesn't fire on Meta Shops storefronts, so we don't track Visits. Consequently, the Visits count won't be recorded, and CPCs (Cost Per Clicks) may appear inflated for any Campaigns, Ad Sets, or Ads leading to Meta Shops.

2. How can I view Meta Shops performance?

Meta Shops purchase credit is seamlessly factored into your Attributed Revenue and Transactions metric columns.

To see the revenue or transaction breakout across Web and Shops orders:

1. Hover over any cell in the Attributed Rev or Transactions columns:

2. Click Add as columns to automatically insert new, sortable metric columns into the Sales Table that display the breakout between Web and Shops orders.

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Pro Tip:

You could also break out your Web Shops, Meta Shops, and TikTok Shops revenue as custom columns by clicking Customize Table.

3. How can I view Meta Shops organic performance?

Sometimes customers visit your Shops platform to make direct purchases without having clicked on an ad - we refer to these as Organic purchases. Northbeam uses a combination of statistics, platform data, and your ad’s performance to produce an estimate of Organic purchases made on your Shops storefront.

You can see Organic Shops data using the Meta Shops (Organic) Platform label.

4. Can I see platform-reported Meta Shops metrics?

Yes, you can! In the Sales Page, under Customize Table, find the following metrics under the Facebook Reported:

• FB Meta Shop Purchases (1D Click)
• FB Meta Shop Purchases (1D View)
• FB Meta Shop Purchases (7D Click)
• FB Meta Shop Purchases (7D Click, 1D View)
• FB Meta Shop Purchase Conversion Value (1D Click)
• FB Meta Shop Purchase Conversion Value (1D View)
• FB Meta Shop Purchase Conversion Value (7D Click)
• FB Meta Shop Purchase Conversion Value (7D Click, 1D View)

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TikTok Shops FAQ:

1. How do you track and attribute TikTok Shops conversions?

Northbeam identifies each individual TikTok Shops purchase and fractionalizes purchase credit across all your TikTok campaigns.

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Note:

The Northbeam Pixel doesn't fire on TikTok Shops storefronts, so we don't track Visits. Consequently, the Visits count won't be recorded, and CPCs (Cost Per Clicks) may appear inflated for any Campaigns, Ad Sets, or Ads leading to TikTok Shops.

2. How can I view TikTok Shops ad performance?

TikTok Shops purchase credit is seamlessly factored into your Attributed Revenue and Transactions metric columns.

To see the revenue or transaction breakout across Web and Shops orders:

1. Hover over any cell in the Attributed Rev or Transactions columns:

2. Click Add as columns to automatically insert new, sortable metric columns into the Sales Table that display the breakout between Web and Shops orders.

👍

Pro Tip:

You could also break out your Web Shops, Meta Shops, and TikTok Shops Revenue as custom columns by clicking Customize Table .

3. How can I view TikTok Shops organic performance?

Sometimes customers visit your Shops platform to make direct purchases without having clicked on an ad - we refer to these as Organic purchases. Northbeam uses a combination of statistics, platform data, and your ad’s performance to produce an estimate of Organic purchases made on your Shops storefront.

You can see Organic Shops data using the TikTok Shops (Organic) Platform label.