Audience Report: understand who your customers are

Audience Report brings your store's order data and Meta ad source together in one screen, so you can see who your customers are, how they move through the buying journey, and when they come back. It then helps you act on what you see: create the right customer audiences on Meta in a few clicks, without building rules in Ads Manager.

Opening the report

1. In your Shopify admin, open Omega Facebook Pixel → Audience Report.
2. Use the Overview tab to read your customer numbers. Use the date range at the top (up to 90 days) to set the period.
3. Use the Meta audiences tab to create and manage audiences on Meta. This tab is available in the Scale plan.

1. Customer overview

Four cards summarise your customers for the selected period, each with the change versus the previous period:

• Customers — unique customers with one or more completed orders (people, not visits).
• Revenue per customer — total revenue ÷ number of customers.
• Repeat rate — buyers with two or more orders ÷ all buyers. (Short periods naturally show a low number — try 90 days for a fuller picture.)
• From Meta ads — the share of customers who placed at least one order from a Meta ad click. Each customer is counted once, even with several ad-driven orders.

2. Funnel by segment

A colour-coded table shows how each customer segment moves through the funnel — View Content → Add to Cart → Initiate Checkout → Purchase — so you can find exactly where you're losing people instead of guessing from a store-wide average.

• Break down by Country, Device, or Browser.
• View as Conversion rate or Volume.
• Hover any cell for the exact events and percentage.

Why a cell can show over 100%: sometimes a later step records more events than View Content. This isn't an error — some shoppers block tracking, so their earlier actions aren't recorded, but their orders still come through. It's a real signal of how much tracking you're missing.

3. Repeat & purchase behavior

This section (based on the last 12 months data) shows how loyal your customers are:

• When do buyers come back? — a bar for each window (0–30, 31–60, 61–90 days) showing what share of buyers returned in each, plus the total who came back within 90 days.
• Median time to 2nd order — the typical gap between the first and second order.
• Revenue from repeat buyers — the percentage of sales that comes from returning customers, so you can tell whether your store runs on new or existing customers.
• Orders per customer and Average order value.

4. Meta audiences

The Meta audiences tab lets you create the customer audiences you need directly on Meta, with one window and a few choices. Omega builds the rules for you and sends the audience to your ad account, so you don't have to set up events, days and exclusions in Ads Manager yourself. The status and size of every audience come straight from Meta, so what you see matches Ads Manager.
Available in the Scale plan. On the Free and Growth plans, you can open the tab and see the three audience cards, but the Create buttons are dimmed and a line below says "This feature is available on Scale". Click the Scale badge to compare plans.

Three audiences you can create

Omega only creates audiences. It doesn't create or change your campaigns or ad sets, so you stay in control of where each audience is used.

Before you start

1. Scale plan. Meta audiences is a Scale plan feature.
2. Connect your Facebook account. Click any Create button and the Facebook sign-in window opens. Once you're connected, the window for the audience you picked opens right away.
3. Set up a pixel in Omega. Go to Facebook Pixel & CAPI and add a pixel. The pixel must also be available to the ad account you choose. If it belongs to another business, share it with that ad account in Meta Business settings.

If more than one of these is missing, Omega takes you through them one at a time, so you always see just the next step.

What you see in the tab

• No audience yet: three cards, one for each audience type, each with its own Create button.
• After you create your first audience: a table of your audiences, with a Create audience button to add more.
• Ad account selector: if you have more than one ad account, pick the one to work with. The table shows the audiences of the selected account.
• The table lists audiences created with Omega. Audiences you built yourself in Ads Manager don't appear here, so you can't edit or delete them by mistake.

Create an audience

Click Create on a card, or use the button in a suggestion on the Overview tab. Every audience uses the same window:

• Ad account and Pixel — the ad account that will own the audience, and the pixel whose events build it. Only pixels that are turned on in Omega and available to that ad account are listed.
• Settings for the audience type — see below.
• Name — filled in for you from your choices (for example "Recent buyers · 60 days"), up to 50 characters. It updates as you change settings until you type your own name.
• Meta label — added automatically, read-only. Labels let you recognise the audience type in Meta, for example when you adjust bids by audience with value rules.

Click Create and the audience is sent to Meta. The window closes, you see a confirmation, and the new audience appears at the top of the table. If something goes wrong (for example a lost connection), the window stays open with your choices kept, so you can simply try again.
If the ad account you pick has no pixel set up in Omega, the Pixel field shows "No pixel" and Create stays off. Click Set up pixel to fix it.

Recent buyers

People who bought on the selected pixel in the last N days. Meta adds new buyers by itself and drops people once they pass N days, so the audience stays current without any work from you.

• Bought in the last: 7, 30, 60, 90, 180 days or 1 year.
• The window is preselected for you: your suggested window from the Overview tab, or 180 days if your store doesn't have enough repeat orders yet to suggest one.
• Label: General customers.

Retarget shoppers

People who did one step but not the next, within the same number of days. Anyone who completes the next step drops out automatically, so you never remind a customer who already bought.

• In the last: 7, 14, 30, 60, 90 or 180 days (30 by default).
• The audience covers all devices.
• Label: Other engaged users.

Find high-value buyers (lookalike)

This builds an audience of new people who are similar to your best customers. One click creates two audiences, so you don't have to build the source by hand first:

1. A source audience with your biggest spenders from the last 180 days, based on your Shopify orders. Label: High value.
2. A lookalike audience that Meta builds from that source.

Choose:

• Based on: your top 25% (default), top 10% or top 5% of buyers by total spend. A bigger group gives Meta more to learn from. A smaller group is more selective.
• Find people in: one or more countries. By default, the country with the most orders in the last 180 days. If you pick several countries, Meta builds one lookalike across all of them.
• Size: 1% to 20% of the people in those countries. 1% is the most similar to your buyers, 20% reaches the broadest group. 1% is the default.

The name looks like "Lookalike (VN, 1%) - Top 25% buyers".
Good to know:

• Meta usually builds a lookalike within 1–6 hours, sometimes up to 3 days. You can already use it in ads while it shows "Populating…".
• Omega doesn't block you if your store has few customers. Meta decides whether the source is big enough. If it isn't, the lookalike shows Not created. Delete it and create it again from a bigger group, such as your top 25%.

Manage your audiences

The table shows the real state of each audience on Meta, so you don't have to switch to Ads Manager just to check whether it's ready.

• Filter by All, Custom audiences (includes the source audience of a lookalike) or Lookalike audiences. Each tab shows how many audiences it holds.
• Click an audience name to open it in Meta Ads Manager in a new tab.
• Columns: Audience, Status, Type, Estimated size, Created, Action.

Status

Status comes from Meta. Hover a badge to read Meta's own description.

Estimated size

Size is Meta's estimate of the people in the audience. It is always lower than your customer count in the store, because Meta only counts people it can match to an account.

• Pending — Size not yet available: a new audience needs a few hours before Meta can count it.
• A range, such as 1,900–2,200, or Below 1,000 when the audience is small.
• Not available: Meta sometimes hides the size for privacy, even when the audience is ready to use. It usually appears once the audience is used in an ad set.

Omega reads the latest status from Meta whenever you open the tab. While an audience is still Populating or its size is Pending, that row refreshes by itself about once a minute, so you don't need to reload the page.

Edit an audience

Click … in the Action column, then Edit.

• Recent buyers and Retarget shoppers: you can change the name, the number of days (and the "Who" option for Retarget) and the pixel. The ad account can't be changed. After you click Save changes, Meta recalculates the audience and the size shows Pending for a while. Ads using the audience keep running.
• Lookalike and its source audience: you can only change the name. The country and size are fixed when the lookalike is created, and the source audience stays as it is so the lookalike keeps matching it. To use another country or size, create a new lookalike.

Delete an audience

Click …, then Delete. This deletes the audience in Meta and can't be undone.

• If the audience is used in active ad sets, the confirmation tells you how many. Meta will pause them.
• You can't delete a source audience while its lookalike exists. Delete the lookalike first.
• If you delete an audience in Ads Manager, it disappears from the table the next time you open the tab.

If your Facebook connection expires

If your Facebook access expires or is revoked, a Facebook account disconnected card with a Reconnect button appears on the Overview and Meta audiences tabs. The table stays visible so you can still check your audiences and open them in Ads Manager, but creating, editing and deleting are turned off until you reconnect.

Use your audiences in Meta Ads Manager

Once an audience is Ready (or a lookalike shows "Available for use"), add it to an ad set in Ads Manager:

• Recent buyers: open the campaign you use to find new customers. In its ad set, go to Audience › Exclude and pick the audience. People in it won't see that campaign's ads.
• Retarget shoppers: open or create a campaign to bring shoppers back. In its ad set, go to Audience and add the audience. To show ads only to these people, turn off Advantage+ audience. With it on, Meta treats your audience as a suggestion and may show ads more widely.
• Find high-value buyers: in the ad set of a campaign that looks for new customers, add the lookalike and set Location to the country you chose. Keep excluding your recent buyers.

Tip: the Meta label on each audience (for example High value) can be used in Meta's value rules to bid higher or lower for that group. Meta suggests starting with 20–30%.

FAQ

Does Omega create or change my campaigns?
No. Omega only creates, updates and deletes the audiences it created. Your campaigns and ad sets stay as they are, and you decide where each audience is used.

I created an audience in Ads Manager. Why isn't it in the table?
The table shows only audiences created with Omega, so you don't change the other ones by accident.

How long until my audience is ready?
A new audience is usable right away, and Meta needs a few hours to count its size. A lookalike is usually built within 1–6 hours, sometimes up to 3 days, and you can already use it while it shows "Populating…".

Why is the size smaller than my number of customers?
Meta only counts people it can match to an account, so its estimate is always lower than your store's customer count.

I'm on the Free or Growth plan. What can I do?
You can read the whole Audience Report, including the Insight and suggestions. Creating and managing audiences on Meta needs the Scale plan.

I have more than one ad account. Which one is used?
The one you pick in the window when you create the audience. After you create it, the table switches to that ad account so you can see the new audience right away.

Updated on: 08/10/2026