Hey there, I want to ask if you are using any apps to fix the ROAS issue.
While creating retargeting ads, analyzing CTR, and using different metrics to improve overall ad performance will help (as DaisyVo stated), I’d like to add on to that by focusing on pixel tracking. The best way to understand how well your ads are doing on Meta (Facebook ads, Instagram ads, Audience Network) is to understand customer activity on those ads—which page do they visit the most? Did they add an item to the cart? How many purchased the items? And more. Good thing is, you can easily add pixels to your Shopify store in different ways.
I like to see pixel tracking as a way to put myself in the buyers’ shoes. I get a clear idea about their move, which helps me eventually create custom audiences. This ultimately helps me find interested audiences (lookalike audiences). Not only that, pixel tracking easily helps retarget ads to existing or lookalike audiences.
Another thing, which even DaisyVo has stated, is to improve the landing page experience. Something that is overlooked is how the landing page experience of the buyer - could they find the buy button? Is the website easy to navigate? Is the buying process simple? Do you have good promotional discounts and free shipping options? And so on.
To simplify your work, I highly recommend using AdNabu’s Facebook Pixel Tracking app. It removes the hassle of adding the pixel code to the website’s theme file and easily integrates into your Shopify store. Plus, you can access data in real-time within the Shopify admin. Also, it is free to use.
I hope this helps you! 