Meta’s New “Website and Shop” Conversion Location: A Potential Win-Win for Advertisers & Shoppers

In the ever-evolving world of digital advertising, we all know that staying ahead of the game is critical for success, and when doing so also allows for a more seamless online shopping experience for users – it’s a win-win!

Meta (formerly known as Facebook) clearly understands this, as the social platform is constantly introducing innovative features to help advertisers achieve their goals more efficiently. Another way that Meta is improving the experience of consumers and businesses is by making the checkout experience more user-friendly for shoppers.

One of these new Meta features is the “Website and Shop” conversion location. In this blog post, I’ll be covering exactly what this new feature is and how you can leverage it to optimize your Meta ads.

What is “Website and Shop?”

The “Website and Shop” conversion location is a powerful tool that enables businesses to drive conversions directly on their website or online shop. By utilizing this feature, advertisers can seamlessly guide potential customers from their Meta ad to a specific landing page or product page, fostering a smooth user journey and maximizing conversion rates.

What Are the Benefits?

  • Streamlined Conversion Funnel: With the “Website and Shop” conversion location, advertisers can guide users directly to their website or online shop, eliminating the need for additional steps in the conversion process. This streamlined approach minimizes friction, making it easier for users to complete their purchase or desired action.
  • Enhanced User Experience: By reducing the number of clicks required to reach the desired destination, the “Website and Shop” conversion location improves the overall user experience. This frictionless transition enhances customer satisfaction and increases the likelihood of conversions.
  • Precise Tracking and Analytics: Leveraging the “Website and Shop” conversion location allows advertisers to track and measure conversions more accurately. By providing granular insights into user behavior on the website or shop, marketers can gain a better understanding of their customers’ preferences and optimize their advertising strategies accordingly.
Implementing the “Website and Shop” Conversion Location

To use the “Website and Shop” conversion location effectively in your Meta ads, follow these six steps:

  1. Campaign Setup: Start by creating a new campaign or selecting an existing one. Choose the campaign objective that aligns with your conversion goals.
  1. Ad Set Configuration: In the conversion settings on the ad set level, be sure to select “Website and shop” as your conversion location.


Continue on to set up an ad set, and define your target audience, budget, and scheduling preferences. Ensure that you choose the appropriate conversion event for optimization.

  1. Ad Creation: Develop compelling ad creatives, including attention-grabbing visuals and persuasive ad copy. Clearly highlight the benefits of your products or services to entice users to click and explore further.
  2. Conversion Location Selection: In the ad creation process, select the “Website and Shop” conversion location. Provide the URL of the specific landing page or product page where you want users to be directed.
  1. Tracking and Measurement: Implement the Meta Pixel or Conversion API on your website or shop to track user actions accurately. This will enable you to measure the effectiveness of your campaigns, optimize targeting, and retarget users based on their interactions.
  2. Testing and Optimization: Continuously monitor the performance of your ads, and make data-driven optimizations. Analyze key metrics like click-through rates (CTR), conversion rates, and return on ad spend (ROAS) to refine your targeting, ad creative, and landing page experience.
Try “Web site and Shop” Out for Yourself

The “Website and Shop” conversion location from Meta presents an exciting opportunity for advertisers to drive direct conversions on their websites or online shops. By utilizing this feature, businesses can streamline the user journey, enhance the user experience, and gain the potential to contribute to better results within their advertising campaigns. 

Ready to see what this new conversion location is all about? Create a new Meta ads campaign, and get started using “Website and Shop” today!

Interested in learning about more of Meta’s new advertising features? Check out our blog post on Advantage+ Shopping Campaigns

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