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Meta Ads with Shopee (CPAS) allow brands to directly collaborate with Shopee, and leverage Shopee’s product catalog and performance data to serve more personalised ads and drive sales.

Enable your product to be discovered by casual browsing

Brands are able to target and re-target specific audience segment throughout the marketing funnel

Brands can optimise ads towards lower funnel actions such as sales using Shopee’s conversion data

Key Benefits

Facebook
Messenger
Instagram
Audience Network

Placements

Collection Ad

Carousel Ad

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Why use Meta Ads with Shopee?

Large User Base

Strong Conversion Rate

Streamline Setup

3.5B people were active on Meta, Instagram, Whatsapp or Messenger on a monthly basis.*

Increase Reach:

Brands can tap into Meta’s large user base to generate demand by reaching new buyers.

Enhance conversion rate:

Dynamics ads leverage machine learning to target high-intent buyers and deliver relevant products based on their interests and activities, leading to high conversion rates.

AI-driven targeting can help brands connect high-relevant audiences with personalised messages.

* Source: Meta data, Q3, 2022.

No pixel or SDK is required for the setup.

Increase Efficiency:

Run campaigns directly on Meta’s advertising platform with your products using Shopee's catalog. Brands can easily track performance using signals from Shopee with collaborative ads.

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Differences between two options to run Meta Collaborative Ads

Recommended For	Brands and sellers who would like to customise your campaign setup for specific objectives and perform campaign optimisation	Brands and sellers who would like a quick and effective set up with the objective to drive strong ROAS
Onboarding/Sign-up	Shopee Brand Portal (preferred) or through Shopee Local MS Team	Whitelisting though local sign ups
Campaign Management	Meta Ads Manager	Shopee Seller Centre
UTM Tracking Details	Self-implementation of link with tracking codes generated from Brand Portal/ Seller Centre on ads	Links with tracking codes are automatically tagged to Ads created on Seller Centre
Payment	Direct payment to Meta according to your preferred payment method	Deduct from your Off-platform Ads wallet on Shopee
Available Ad Format	Collection Ads* Carousel Ads* Dynamic Ads through Advantage+ Creative for Catalog *Carousel & Collections Ads can be run in the same campaign	Carousel Ads only Mixed Format Ads (Collection + Carousel Ads)
Available Ad Targeting	Prospecting Retargeting Cross-selling	Automated set up based on best practices including: Prospecting Retargeting Cross-selling
Ad Creatives	Catalog info: Leverage on Meta Creative Tools Custom frame: Shopee Co-branded/Personalised	Automated by Meta based on your catalog with custom creative option available for Collection Ads

Meta Ads with Shopee (CPAS)

Meta Ads on Seller Centre

Focus of this deck

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Onboarding Meta Ads with Shopee (CPAS)

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All steps at a glance

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1.1 Create a Facebook account

1.2 Create a Facebook page

1.3 Create a Business Manager

account

3.1 Accept invitation via

Collaboration Center

3.2 Granting access to the

accepted catalog segment

4.1 Create Product Sets

4.2 Ad Setup Process

Please prepare the key information as below:

Facebook Business Manager ID
Facebook Ad Account ID (a new and exclusive account for Shopee Collaborative Ads)
Screenshot of View Access to Shopee Business Manager
Shop ID
Brand Name
Agency name if campaign is run by agency (Optional)

Submit these info to Shopee:

Option 1: Shopee Brand Portal for Mall Sellers (preferred)

Option 2: Submit via CPAS onboarding form: bit.ly/sgcpasonb

Create an account, page and Business Manager

Share ad account information to Shopee

Accepting the catalog shared by Shopee

Running Meta Collaborative Ads (CPAS)

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Creating an account, page and Business Manager

The following slides will be the overall guide for this process (creating an account, page and Business Manager).

If you encounter any difficulties with the process, please reach out to the Meta team for resolutions.

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1.1 Creating a Facebook account on Facebook Platform

Only one account is allowed for each user
Maintain authenticity of your account
Abide by Meta Community Standards

Go to Facebook and click Create New Account.
Input your name, email address or contact number, password, date-of-birth, and gender.
Check that your details are error-free, then click Sign Up.
Verify your email address or contact number to complete your new account set-up

The process

Things to note

Enter your real name.
Enter your real date-of-birth and gender.
Use a frequently-accessed email address.

Should you fail to verify your email address, the system will remove your account after one year of non-usage.

Do not misrepresent yourself with a fake profile picture or infringing images.
Do not create an account multiple times.
Do not share an account, including logging into multiple accounts in a single device, or logging into a single account across multiple devices.

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Common reasons for account being disabled

Inauthentic Account

Having multiple accounts per user. Should you use a different email address or contact number to sign up for an account or log into an existing account on the same device, the system may detect the account has been compromised.

Having multiple users per account.

This leaves login records on different devices, causing the system to identify the account to be at security risk.

Incomplete Personal Details

Using fake names
Using a company’s name
Profile name should not contain symbols and unusual capitalisation
No profile picture, or profile picture displays a company’s logo
Low-resolution or blurry profile pictures

Any of the above reasons may cause the system to detect a poor quality account, and disable the account.

Unusual Account Activities

No evidence of engagement through friends, likes, comments, posts, or other features in similar effect. The system may identify it as a fake account, and disable it.

Excessive broadcast of advertising-related content, or unsolicited private messages. Spam behaviours violate Meta Community Standards, so the account is likely to be disabled.

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If my account is disabled, what should I do?

Submit an appeal to the Meta team without delay.
If an appeal is not received within 30 days after the account is disabled, the account will be permanently disabled. No further review can be requested.

Do not abandon the disabled account.
Do not create a new account in the meantime.

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How do I secure my account, and prevent it from being disabled?

Create only one account per user

Maintain authenticity of your account

Use a third-party authentication application for two-factor authentication

Abide by Meta Community Standards

Enabling two-factor authentication to minimise the risks of accounts being disabled.

Without two-factor authentication, the account may face high risks especially when logged in from another location. To protect the account, Meta may disable the account.

Steps to enable or manage two-factor authentication:

Proceed to Security and Login settings.
Scroll down to Use two-factor authentication and click Edit.
Choose the security method that you want to add, and follow the corresponding instructions.

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1.2 Creating a Facebook page

Before you get started, you must have a Facebook profile.

Using a desktop to create the page	Using a mobile device to create the page
Open your Facebook profile. At the top of the home page, select Create and choose Page. Name your Page. Add a category to describe your Page. Enter business information, such as the address and contact information. Add a profile photo and cover photo to your Page.	Open your News Feed. Tap the Pages icon. If this tab is not available, you can tab the menu icon and select Pages. Add a name and up to three categories to describe your Page. Add an address to make it easier for people to find your business. Add a profile photo and cover photo to your Page.

OR

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1.3 Creating a Business Manager account

Before you get started, you must have a Facebook profile and public page.

Create a Business Manager account	Add people to your Business Manager
Proceed to business.facebook.com. Click Create account. Enter a name for your business, your name and work email address and click Next. Enter your business details and click Submit.	Proceed to Business Settings. Click People, then click Add. Enter the work email addresses of the people you want to add. Select the role you want to assign them. Be sure to read the description for each role. Select the asset and the task access you want to assign them. Click Invite. They will receive an invitation to join your Business Manager in their email inbox.

Add people who need to manage your ads on Business Manager as soon as possible, and assign at least one ad account to each user.
It is recommended to add at least 5 admins.

AND

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Common reasons for Business Manager being disabled

Account Login Risks

Multiple account(s) with

repeated violations of policies

Unusual Account Activities

Two-factor authentication is not enabled. If the system detects potential login risks with the account, it will perform security measures such as suspending the account temporarily.

For newly-registered Business Manager, ensure that your business is verified and two-factor authentication is enabled to add more security to your account.

Ads containing misleading copy, restricted image content or non-functional landing page, and other factors in similar effect may be recognised as non-compliance with the Advertising Policies.

Under each Business Manager, should the number of account violations exceeds a threshold, the account may be suspended. Subsequent ad delivery may be affected, including but not limited to more stringent ad review process than before.

One or more admins do not have a profile picture and name for their personal accounts
No evidence of engagement through uploads, likes, or other features in similar effect
Violation of Meta Community Standards

Any of the above reasons may affect the account quality, and be detected as a fake account.

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If my Business Manager is disabled, what should I do?

Submit an appeal for the disabled account, or seek your account manager for assistance.

Depending on the appeal outcome, your account may be reactivated.

Do not abandon the disabled Business Manager account
Do not delete the disabled ad account

This is because the disabled Business Manager and ad account are linked, so any of such actions may be seen as security risks.

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How do I secure my Business Manager, and prevent it from being disabled?

Verify your business on Business Manager

Enable two-factor authentication

Abide by Meta Advertising Policies to minimise possibilities of non-compliance

Perform regular audits on your account

Review access rights
Remove access of resigned employees
Remove access of account with high risks

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Sharing Ad Account information to Shopee

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2. Retrieving Facebook Business Manager ID

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In your Business Manager, click the top left-hand menu and select “Business Settings”

If you do not have a Business Manager, please refer to this section on how to create a Business Manager.

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On the left-hand menu bar, scroll down and select “Business Info”

Copy the Business Manager ID and submit to Shopee

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2. Creating and Retrieving Facebook Ad Account ID (1/2)

Note:

You will need to create a new and exclusive ad account for Meta Ads with Shopee.

You will need Admin access to your Business Manager to create the ad account.

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In your Business Manager, click the top left-hand menu and select “Business Settings”

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On the left-hand menu bar, scroll down and select “Ad Accounts” (grouped under Accounts)

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On the Ad Account list, click “Add”, select “Create a New Ad Account”, and follow the instructions

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2. Creating and Retrieving Facebook Ad Account ID (2/2)

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On the last step before the account is created, select “My business (…)”

After creating the new account, select that account and retrieve the Ad Account ID

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2. Sharing View Access to Shopee Business Manager (1/2)

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In your Ad Accounts Setting, click “Assign Partners”

Select “Business ID”

Enter Shopee’s BM ID: 1472239313020616
Select “View Performance” and click Next

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2. Sharing View Access to Shopee Business Manager (2/2)

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Take a screenshot of the Ad Account Settings > Partner’s Tab:

Show your Ad Account name + ID
Show Shopee under your Partners with View performance access

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Accepting the catalog shared by Shopee

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3.1 Accepting invitation via Collaboration Center

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Go to “Collaboration Center” on your Meta Business Manager.

Click “Partners”, find Shopee Business and click “Shared Assets”.

Click “Accept Assets”.

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Note:

Only the Business Manager Admin is able to receive the request and accept catalog invitation.

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3.2 Granting access to the accepted catalog segment (1/2)

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In your Business Manager, click the top left-hand menu and select “Business Settings”

On the left-hand menu bar, scroll down and select “Catalogues” under “Data Sources” menu

Selecting the shared catalog segment, click on the “Add People” button

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3.2 Granting access to the accepted catalog segment (2/2)

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Select the advertisers you would like to grant the access to, toggle on the “Create ads” access and click “Assign”

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Note:

The business admin would still need to grant user access to the catalog segment before he/she can use the catalog in CPAS campaign set up.

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3.3 For Agencies – Sharing of Client’s Meta Product Catalog

For external agencies who are requesting for their clients’ FB product catalog to be shared across to their Business Manager account, whilst sharing the same ad account as their client:

Do ensure that your client has already been successfully onboarded onto Facebook CPAS with Shopee, i.e. they have already accepted the catalog invitation and are able to use the catalog in their FB ads setup.
If the agency would be using the same FB ad account* as the client to set up ads, do make sure that the client has already granted the agency with edit access under Business Settings > Accounts > Ad accounts > People > Manage campaigns toggled ON
Do proceed to submit the relevant details at bit.ly/sgcpasonb

Client’s details: Brand Name, Shop Link, Shop ID, Client’s Ad Account ID*
Agency’s details: Ads managed by, Business Manager ID, Agency’s Ad Account ID (if not using client’s)

Once the form has been submitted, Shopee team will do the manual sync backend. Do note that this will take up to 2-3 working days for the changes to reflect.
Once the request has been completed, a confirmation email will be sent out (to the email address that was used to submit the onboarding form).

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Campaign Creation

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4.1 Summary of CPAS Campaign Set Up Process

1. Campaign Level

Learn more about the full campaign creation process here

Business Manager: Ads Manager

Collaborative Ads: ON

Shopee Business Account

Campaign Objective: Sales

Campaign Setting: Manual Sales Campaign

Promote Catalog Sales: ON

Catalog: Shopee catalog segment

Advantage Campaign Budget: ON

Campaign Budget: Min.

USD 30 Daily

Campaign Bid Strategy:

Highest Volume or Value

2. Ad Set Level

Ad Set Name: [Enter Name]

Product Set: All Products

Schedule: [Enter Start & End Dates]

Audience: Prospecting, Retargeting, Cross- selling

Placements: Advantage + Placements

Optimization for Ad Delivery: Conversion Events

Event Type: Purchase

3. Ad Level

Format:

Carousel Ads

Format:

Collection Ads

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4.1 Ad Setup Process - Structure

Recommended Campaign Structure*

Always-on Campaign (BAU campaign)

Ad Set 1

Prospecting

Ad Set 2

Retargeting

Ad Set 3

Cross selling

1 or more Ads

Spike Campaign (Mega Sale Day/Super Brand Day campaign)

Ad Set 1

Prospecting

Ad Set 2

Retargeting

Ad Set 3

Cross selling

1 or more Ads

Note: We recommend a maximum of 4 ad sets for each campaign.

* This campaign structure is suitable for brands running campaign with consistent event types across all ad sets. For instance, prospecting, retargeting and cross-selling campaigns are all optimized towards purchase.

Budget based on BAU spend

Budget with spike D-2 before Mega Sale Day/Super Brand Day

1 or more Ads

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4.1 Ad Setup Process - Campaign Level (1/4)

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From your Business Manager, select Ads Manager

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Click on “Create” to start creating a new campaign

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4.1 Ad Setup Process - Campaign Level (2/4)

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Collaborative Ads:

Toggle “ON”
Select “Shopee Business Account”

Campaign Objective:

Select “Sales”

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4.1 Ad Setup Process - Campaign Level (3/4)

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Promote catalog sales:

Toggle “ON”

Catalog:

Select the right catalog segment shared by Shopee

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CPAS - SG

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4.1 Ad Setup Process - Campaign Level (4/4)

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Campaign budget:

Recommend minimum USD $30 daily

Campaign bid strategy:

Recommend Highest volume

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4.2 Ad Setup Process - Ad Set Level (1/3)

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Ad set name:

Enter the name for your ad set

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Optimization for Ad Delivery:

Select “Maximize number of conversions”

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Event Type:

Select “Purchase”

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4.2 Ad Setup Process - Ad Set Level (2/3)

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Product Set:

Recommend to use “All Products”

Click here to learn how to create Product Sets and its benefits

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Schedule:

Select “Start & End date”

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4.2 Ad Setup Process - Ad Set Level (3/3)

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Audience:

Prospecting

Select “Find prospective customers…”

Retargeting

Select “Use info from Shopee…”. You may choose “Viewed or Added to Cart but Not Purchased”, 180 Days

Cross-selling

Select “Use info from Shopee…”. You may choose “Cross-sell Products”, 180 Days

a

b

c

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4.3 Ad Setup Process - Ad Level

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Format:

Recommend “Carousel” or “Collection”

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Ad setup:

Ensure that “Multi-Advertiser ads” is not checked

Carousel Ad

Collection Ad

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4.3 Ad Setup Process - Ad Level (Carousel) (1/6)

Catalog Options:

Select “Multiple Products”

Creative Options:

Select “Single Image”

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4.3 Ad Setup Process - Ad Level (Carousel) (2/6)

Basic Setup:

Headline: product.name Aa
Feed link description: product.current_price
Primary text
Call to action

Primary text

Headline

Feed link description

Call to action

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4.3 Ad Setup Process - Ad Level (Carousel) (3/6)

[Optional] Advanced setup:

Intro card: add featured image/product before or after catalog cards

Intro card

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4.3 Ad Setup Process - Ad Level (Carousel) (4/6)

Catalog information

Frame

[Optional] Advanced setup:

Frame: Add a frame over your carousel images (e.g. logo, campaign visual, sticker, etc)

Catalog information: e.g. shop discount, free shipping, etc.

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4.3 Ad Setup Process - Ad Level (Carousel) (5/6)

Use universal link without tracking code

DO NOT include any link here

Destination:

Recommend Manual destination

See more URL:

Input Universal Link without Tracking Code

* Click here to learn the importance of inserting the correct URL.

Deep link to website:

DO NOT input anything

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4.3 Ad Setup Process - Ad Level (Carousel) (6/6)

Primary destination: App

Mobile app: Shopee

Secondary destination: Website

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4.3 Ad Setup Process - Ad Level (Collection)

Products featured in Feed: Select Dynamically selected (recommended)

Primary text

Headline

Instant experience: Select “Storefront” as template

Headline

Primary text

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4.3 Ad Setup Process - Check Auto-Generated utm_campaign

Checking if your ad account has auto-generated utm_campaign

Under Tracking, Select “Build a URL Parameter”

Fill in the following parametres properly:
Campaign source (prefixed)
Campaign medium (prefixed)
Campaign name (check if prefixed or manual input)
Campaign content (optional)

Note:

Accounts that do not have auto-generated utm_campaign: refer to slides 49-50
Accounts that have auto-generated utm_campaign: refer to slides 51-52.

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4.3.1 Ad Setup Process - Ad Level (Collection)

For accounts that do not have auto generated utm_campaign

Instant Experience setup

Cover video or image
Product headline
Product description

CTA Button

Label: Recommend “Shop Now” or “View more”

Destination: Use Universal Link with tracking code

Note:

You can generate the Universal Link with Tracking Code at Brand Portal or

Seller Centre: SG | MY | TH | TW | ID | VN | PH

Cover image

CTA Button

Product headline

Product description

Destination Example:

https://shopee.tw/universal-link/shop/1234567/?deep_and_web=1&utm_campaign=s1234567_ss_tw_fb03_cpasbyshopee&utm_source=facebook&utm_medium=seller&utm_content=adcontent&smtt=9

* Click here to learn the importance of inserting the correct URL.

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4.3.1 Ad Setup Process - UTM Tracking Details

For accounts that do not have auto generated utm_campaign

Building Links with Tracking Codes

Under Tracking, Select “Build a URL Parameter”

Fill in the following parametres properly:
Campaign source (prefixed)
Campaign medium (prefixed)
Campaign name (manual input)
Campaign content (optional)

Note:

Tracking Codes are a set of tracking parameters attached to the end of your link.

Helps to track the source of your visits and attribute your purchases
Does not affect your landing page destination

Prefixed

source, medium and campaign are greyed out (not modifiable)

Manual input of campaign name is compulsory

Optional

Input information to help identify your campaign.

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4.3.2 Ad Setup Process - Ad Level (Collection)

For accounts that have auto generated utm_campaign

Instant Experience setup

Cover video or image
Product headline
Product description

CTA Button

Label: Recommend “Shop Now” or “View more”

Destination: Use Universal Link without tracking code

Note:

You can generate the Universal Link with Tracking Code at Brand Portal or

Seller Centre: SG | MY | TH | TW | ID | VN | PH

Cover image

CTA Button

Product headline

Product description

Destination Example:

https://shopee.tw/universal-link/shop/1234567/?deep_and_web=1&smtt=9

* Click here to learn the importance of inserting the correct URL.

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4.3.2 Ad Setup Process - UTM Tracking Details

For accounts that have auto generated utm_campaign

Building Links with Tracking Codes

Under Tracking, Select “Build a URL Parameter”

Fill in the following parametres properly:
Campaign source (prefixed)
Campaign medium (prefixed)
Campaign name (prefixed)
Campaign content (optional)

Note:

Tracking Codes are a set of tracking parameters attached to the end of your link.

Helps to track the source of your visits and attribute your purchases
Does not affect your landing page destination

Prefixed

source, medium and campaign are greyed out (not modifiable)

campaign name is auto-generated

Optional

Input information to help identify your campaign.

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4.4 Website Pixel: How to relink to Shopee’s Website Pixel

For brands who have accidentally unlinked Shopee’s Pixel

If the “Collaborative Ads” option has been toggled on with “Shopee Business Account” selected, the ad should be automatically linked to Shopee’s website pixel. However, if you have created your own pixel, it will then overwrite Shopee’s pixel (ID: 139835196351422). To unlink your own pixel, follow the steps below.

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Proceed to Business Settings > Data Sources > Pixels
Select the pixel you have created > Connected assets
Click the trash icon to unlink your brand pixel from your ad account
Refresh and your ad should automatically link to Shopee SG Website Pixel

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Under Ad Set level

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Campaign Creation Best Practices

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Campaign Set Up Best Practices Checklist

1	Campaign Objectives	🗹 Recommend using “Sales” objective with Collaborative Ads toggle turned ON
2	Budget and Campaign Period	🗹 Toggle ON Advantage+ campaign budget 🗹 First campaign: USD $30; After running campaign for 2 weeks: CPO*100 as two weeks’ campaign budget 🗹 Avoid short campaign (<1week) or tight budget as it negatively impacts Meta machine learning
3	Budget Allocation	🗹 Recommend running “always-on” campaigns and increase additional budget for promotions from D-14
4	Targeting	🗹 Prospecting Ad Sets: Choose “Broad Targeting” 🗹 Retargeting Ad Sets: Choose “People who have viewed content/added to cart in last 180 days” 🗹 Cross-Selling Ad Sets: Choose “Promote product set B to people who purchased from product set A in the last 180 days”
5	Optimize Event	🗹 Optimize for lower funnel signal - View Content, Add to Cart, Purchase 🗹 [For “Sales” objective] Do not recommend optimizing for link clicks (clicks ≠ high intent)
6	Ad Placement	🗹 Opt-in Advantage+ (Facebook, Instagram, Messenger, Audience Network, etc.）
7	Bidding	🗹 Campaign Bid Strategy: Highest Volume
8	Optimization Window	🗹 Recommend choosing “7 day Click & 1 day View”
9	Creative	🗹 Ad Text: Emphasis on Product Selling Point (Sale/Free Shipping/Limited Stock/Last Chance) & Strong CTA 🗹 Creative: Adopt Shopee Co-Branding Creative, adding overlay (e.g. price tag) to draw attention
10	UTM Tracking Management	🗹 Generate links with tracking codes via Brand Portal or Seller Centre and ensure that they are properly implemented.

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Reviewing Campaign Performance

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Understanding Meta Ads Manager Metrics (1/2)

Ads Manager shows you how your ads are helping you achieve your business goals across Facebook, Instagram and Audience Network.

Select the date you would like to see your report in.

Customize the metrics recommended:

Impressions
Outbound Clicks
Amount Spent
Purchases conversion value for shared items only
Purchase ROAS for shared items only
Add to cart with shared items
Purchases with shared items

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Understanding Meta Ads Manager Metrics (2/2)

Metric on Meta Ads Manager	Simplified Metric	Explanation
Impressions	Impressions	The number of times the ads were displayed, no matter if it was clicked or not.
Outbound Clicks	Clicks	This provides a measure of the amount of traffic the ads help send to Shopee.
Amount Spent	Ad Spent	The estimated total amount of money spent on the campaign, ad set or ad during its schedule.
Purchases conversion value for shared items only	Ad GMV	The total value of the items purchased.
Purchase ROAS for shared items only	ROAS	The total return on ad spend (ROAS) from the items attributed to your ads.
Add to cart with shared items	Number of Items Added to Cart	This tracks "add to cart events" that contain at least one item that are added to cart.
Purchases with shared items	Number of Items Purchased	This counts "purchase events" that contain at least one item purchased.

Marketing Funnel

Metrics to Measure

Awareness

Consideration

Conversion

Impressions

Clicks, Add to Cart

Purchase

Note:

Learn more about the relationship between the key metrics and ROAS in the advanced playbook.

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Appendix

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Creative

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Ad Creatives Tips

Catalog info: Leverage on Meta Creative Tools to highlight promotional information such as price discounts, discount, etc. Promotional information will be synchronised with the product catalog.
Custom frame: Shopee provides sellers with free co-branded creative assets, but sellers can also use templates designed by themselves.

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Leverage on Meta creative tools to highlight promotional information with flexibility

Available options：

%Percentage off
Strikethrough Price
Free Delivery USP

Choice of shapes:

Circle
Rectangle
Triangle Pill

Customise Font

Customise Colour

Select Opacity Level

Customise position of your dynamic catalog feature

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Leverage on Shopee co-branding creative assets to capture consumers’ attention

Always-on Generic Creative Assets

Campaign-specific Creative Assets

Note:

Contact your Shopee Key Account Manager for co-branding creative assets.

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Creating Product Sets

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Product Sets

What are Product Sets?

They are a sub-group of items within your catalogue. You can create sets and use them to showcase items from your catalogue.

What are the benefits?

Targeted advertising: Tailor products to target specific customer segments. Increase the campaign effectiveness campaigns and improve customer engagement.
Budget optimization: Focus on the products that are most likely to generate the highest ROI.
Brand messaging: Emphasize your core brand messaging and values of the selected products that can help build brand awareness and reinforce customer loyalty.
Inventory management: Manage your inventory more effectively and ensure promoted products are in stock and readily available.

Note:

Unless there is a specific marketing strategy in place, it is advisable to let the machine learning algorithms identify the ideal products to target potential customers without any predefined product sets.

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Creating Product Sets (1/3)

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Go to Commerce Manager

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Select the catalog shared by Shopee

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2

Note:

Do not select “Add Catalog” here.

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Creating Product Sets (2/3)

3

Click on “Sets” on the left bar

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Select “Create Set”

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Creating Product Sets (3/3)

You can use different filters for different purposes.

If you have multiple shops in your catalog segment, filter by Product Type and enter your Shop ID. e.g. L’Oreal can create 1 product set per shop (L’Oreal Paris, Maybelline)
If you want to sort by product name, filter by Product
If you want to sort by category, filter by Product Category e.g. only run ads on menswear in your full catalog

Tip: Keep your product sets as big as possible to help the dynamic ads run (minimum 30 SKUs)

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UTM Tracking Management

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What is UTM & UTM Tracking Management

A powerful web analytic tool for identifying and tracking traffic sources

What is UTM?

UTM (Urchin Tracking Module) is a set of tracking parameters added to the end of website (i.e. your Shopee shop URLs) that enables the tracking of marketing activities. Adding UTM would NOT impact your original website.

What is UTM Tracking Management?

UTM Tracking Management involves creating and incorporating UTM tracking details to monitor traffic origins. Sellers can perform UTM Tracking Management conveniently through Brand Portal or Seller Centre, with the choice to either copy the complete link with the tracking code or the tracking parameter, catering to different ad platforms or ad types.

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How does UTM Tracking work?

Leverage on Shopee Brand Portal or Seller Centre UTM Tracking Management to track the overall performance of integrated channels effectively

Brand generates UTM Tracking Details

On Shopee Brand Portal / Seller Centre

Buyer’s action on brand’s Shopee store will be reflected on Brand Portal or Seller Centre under Campaign Performance

Buyer lands on brand’s Shopee store through link with tracking code

UTM Tracking Details can be generated for:

Online Digital Advertisements (Meta, Google, etc)
Brand Owned Media (Brand Sites, Social Media, eDMs, etc.)
Display and Video Media (YouTube, Programmatic Platforms, etc )
Influencers and KOLs
QR codes
Digital Articles
Etc

Buyer clicks on link with tracking code

Buyer’s action tracked and converted into actionable data

Note: UTM Tracking implementation is crucial as it ensures data availability for reporting. Without proper implementation, no data will reflected on the platform.

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What are the consequences of wrong UTM Tagging?

Potential Risk of Missing Commercial Requirement

The underestimated brand traffic value could potentially create a false conclusion that the brand under-delivers according to the requirement from campaign packages

Brand Traffic Not

Tracked by BP

With wrong UTM tagging, the traffic generated by the brand will not be tracked and recorded on BP

Underestimation of

Brand Traffic Value

This will result in the brand traffic value being underestimated and under-reported

The brand traffic value calculation and recognition from various campaign packages are usually based on visits tracked and recorded on Shopee Brand Portal (BP).

Important for agencies: Do check directly with your brand clients if they have purchased any year-long/campaign packages that require traffic commitment

Plan your media budget to ensure it covers the minimum commitment required for different channels
Implement UTM taggings properly to ensure all traffic driven to Shopee is recognised

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What are the key steps in UTM Tracking Management ?

There are 3 main steps performed in different internal and external platforms

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AD

< / >

Generate

Tracking (UTM) Details

Implementing UTM Tracking Details on Ads Platform

Data shown

on Brand Portal/Seller Centre

How to generate UTM Tracking Details?

How to implement UTM Tracking Details?

How to track reporting discrepancies across platforms?

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Adding Link with Tracking Code on Meta Ads

Collection Ads

On Meta Ads Manager

1. Click on “Choose a Template” to create an Instant Experience. Select “Storefront” template

2. Include your CTA label (e.g “View more”)

3. DO UTM-tag and use Universal Link for Destination column for the button in canvas page of Collection Ads as well as for other ad formats

Destination URL example:

https://shopee.tw/universal-link/shop/1234567/?smtt=9&utm_source=facebook-ca&utm_medium=seller&utm_campaign=s1234567_SS_TW_FBC1_cpasbyshopee-Jan22&deep_and_web=1

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Adding Link with Tracking Code on Meta Ads

Carousel & Collection Ads

On Meta Ads Manager

1. On the last section of ad level setting (“Tracking”), click on “Build a URL parameter”.

2. Copy the generated campaign name from Brand Portal or Seller Centre.

3. Paste the into the Campaign name field

4. Campaign content field is optional and can be freely used by seller – NOT RECOMMENDED to be too long as it might affect total link length (max 250 characters for Universal Links)

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Frequently Asked Questions

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Account and Application process related (1/2)

1. How long does the application process takes? Can it be sped up?
It takes about 5 working days for Shopee to share the catalog, but it may take an additional 1-2 working days for the catalogs of non-Shopee Mall stores to be synchronized. For a smooth application process, please ensure that the submitted information is accurate and meets requirements.
2. What should I do if my ad account is disabled without reason?
All queries related to ad account should be directed to the Meta team.
3. Why do I need to share view access?
It is a requirement to share the catalog and ensure that the seller uses the catalog properly to prevent abuse. If the seller faces a technical problem during the campaign, the Shopee team can access the account to resolve any issues.
4. What are the reasons for not being able to share view access？
The Business Manager does not have admin access to manage the ad account. The user does not have admin access to manage the Business Manager or Ad Account. The user has not verified the registered email address.
5. What should I do if I am unable to accept the product catalog?
Ensure that the user has admin access to manage the Business Manager. Visit Collaboration Center for further information.

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Account and Application process related (2/2)

6. What should I do if I am unable to use the catalog to run CPAS?
In your catalog, the Business Manager admin should assign permission for the user to create a new campaign. This allows the user to create Collaborative Ads (CPAS) using the catalog. In your ad account, the Business Manager admin should assign the role of admin or advertiser to the user. This allows the user to create and run Collaborative Ads (CPAS) ads.
7. If the seller changes the shop name, will it affect the application of CPAS catalog?
No.
8. If my agency creates and manages the ad account, can I request for it to be transferred to me in the future?
The seller can use his/her Business Manager to create a new ad account, and use this account to re-apply for a shared catalog with Shopee.
9. Is it required for seller to have access to ad account when accepting the catalog?
Shopee does not impose strict regulations on this, the agency can discuss with the seller directly.
10. Can I share multiple catalogs to one ad account?
Under usual circumstances, we allow each ad account to have one catalog only. Should the user have multiple shop ID or manage several brands, we recommend to create a new ad account for each shop ID/brand. If you face difficulties, Shopee can only allow the use of 2 catalogs under the same market, category, and parent company.

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Product catalog related

1. My ad account has more than 10 SKUs, but I am still unable to launch a campaign.
Meta has restrictions or prohibitions on certain content. For example, adult content, illegal products or services, misleading claims, and etc. Products that are flagged as “Diagnose issues” cannot be advertised. If you believe that your product has not violated any regulations, you may appeal to Meta directly.
2. If I make edits on my Shopee store, will the catalog and product information be automatically synchronised with Meta? Will there be any lag time?
The edited information (e.g., price) will be automatically synchronised with Meta catalog within a few hours. Recommend to check that all information is correct before launching a campaign.
3. If the product is out of stock, will it affect the campaign launch?
Products which are out of stock will be automatically removed from the catalog, and cannot be used for any campaign launch. Once the product is restocked, it will be automatically added back into the catalog (Note: the catalog will be updated within the day). Recommend to secure sufficient stocks before launching a campaign (especially for best-selling items).

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Campaign related

1. Can I set Custom audience or Lookalike audience？
The most ideal and recommended practice for Meta Collaborative Ads is to use Broad targeting, as it leverages on machine learning to better find potential new customers. Should you use Custom audience or Lookalike audience, the scope of audience may be narrowed, causing insufficient data for machine learning which is detrimental to conversion.
2. Is it recommended to set a lifetime budget and update it every month, or to set a daily budget? Additionally, if setting a daily budget is recommended, do we increase the budget suddenly during the weeks leading up to mega campaigns? Or how should the increase be implemented?
For evergreen campaigns, using a lifetime budget would be more efficient, especially if there are no key campaign seasons to spike up for. However, for daily budget, we recommend gradually increasing the budget over the campaign period, as compared to a large sudden spike. Ramping up about 7 days before d-day is recommended.
3. Why am I not served my ad?
Meta serves the ad to your selected target audience and prioritise showing the ads to users that the algorithm thinks will have higher likelihood of completing the campaign objective (e.g. purchase).
4. Why is there an error with Facebook Pixel during the ad setup process?
Please ensure that “Collaborative Ads” under campaign level is switched on. Please also make sure that you are not connected to your own pixel. If you have accidentally linked up your own pixel other than Shopee’s, do follow this guide in slide 53 to unlink your pixel.

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Agency related

1. If my agency creates and manages the ad account, can I request for it to be transferred to me in the future?
Once a Meta Business Manager Account claims the ownership of an ad account, the ad account permanently belongs to it. There is no option to transfer the ownership from one Business Manager to another. It is recommended that you create the ad account and grant your agency access to the ad account.

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Ad Performance related

1. Why is the number of Visits on Shopee Brand Portal/Seller Centre much lower than the number of Link Clicks on Meta Ads Manager?
The closest metric on Meta Ads Manager to compare to the number of Visits being tracked on Shopee Brand Portal is always Outbound Clicks, not Link Clicks or Clicks (All).

Clicks (All)	Link Clicks	Outbound Clicks	Visits (on Brand Portal / Seller Centre)
Includes ALL clicks; link clicks on the ad, post likes, comments or shares, clicks to Facebook page or Instagram profile	Clicks on links to select destinations, on OR off Meta technologies, e.g. clicks on call-to-action in the ad	Clicks on links that redirect users off Meta technologies only	Successful lands on the Shopee app or web platform after being redirected from the Facebook ad, call-to-action or URL

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Ad Performance related

2. Why is the Sales ($) amount on Shopee Brand Portal/Seller Centre much lower than the ads revenue/purchases conversion value from my Facebook Ads Dashboard?
Due to different attribution models between external ad platforms (e.g. Meta Ads) and Shopee Brand Portal, you may see higher number of purchases/orders & ads revenue/GMV reported on your Facebook Ads dashboard as compared to that on Brand Portal. Do refer to Brand Portal handbook for more information. Other than the difference in attribution models, other reasons for the discrepancies in ad GMV between ad platform and Shopee Brand Portal include: The sales value/ads GMV recorded on Brand Portal takes into account all deductions, such as vouchers and discounts The ads GMV value, aka Purchases Conversion Value for Shared Items Only (for Facebook Collaborative (CPAS) ads), recorded on the Facebook Ads platform will only take into account the original price of the product listing (taken from Shopee Seller Center) multiplied by the number of orders generated from the ad campaign. As a general rule of thumb, you should be using metrics from ad platforms (e.g. Facebook Ads, Google Ads) instead of Shopee Brand Portal when analysing effectiveness of ad spends or ROAS, and Shopee Brand Portal for analysis of actual sales alone, as Brand Portal does not capture actual ad spends from external ad platforms.

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Thank You

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