Learn how to map variants, use metafields, and audit errors for a flawless product feed in Meta Commerce Manager.
Feed quality determines how long it takes for the catalog to be published and how many products are rejected by Meta Commerce Manager. Preparing the catalog in Shopify involves normalizing titles, mapping variants, and using metafields for attributes that Meta requires or prioritizes. A consistent source reduces errors related to price, availability, missing attributes, and problematic images.
Before connecting with Meta, it is fundamental to carry out a series of key steps in Shopify: standardize titles and descriptions, unify color and size values, define the relationship between parent SKUs and variants, fill in metafields for color, gender, and material, and validate images and prices. Always review a sample before syncing the entire catalog.
Before diving in, let's define some brief concepts that matter:
Why this step matters Inconsistent titles and descriptions generate rejections, worsen ad performance, and decrease relevance in internal searches.
How to approach it Define clear templates for titles and descriptions that include brand, model or style, key attribute, and measurement. Normalize units and avoid commercial text in the title. Implement transformation rules in Shopify or your PIM to apply templates in bulk.
Example Title template: Brand + Model + Key Attribute + Measurement. Resulting text: BrandX T-Shirt Classic Blue Size M.
Typical error Leaving promotional terms in the title such as "sale", "free shipping", or "best seller".
Why this step matters Meta may interpret variants as separate products if they are not well related, producing duplicates and rejections in the catalog.
How to approach it Group variants that share a design under a Parent SKU. In Shopify, use the parent product as the commercial unit and the combinations as variants with child SKUs. If you manage inventory by combination, keep individual SKUs but mark the style identifier in a standardized field (item_group_id).
Example A dress with colors and sizes:
Typical error Publishing each combination as an independent product without a parent-child relationship, fragmenting pixel data and reviews.
Why this step matters Meta requires standardized values for certain attributes, and a metafield guarantees that the source has those values controlled and separated from the general description.
How to approach it Create metafields for color, gender, and material with controlled vocabularies. In Shopify, define the appropriate data type (text, reference, etc.) and fill them in bulk via CSV or API. Maintain a mapping between your internal values and those accepted by Meta.
Example
Typical error Using free synonyms like "dark midnight blue" instead of the normalized value "blue" expected by the algorithm.
Why this step matters Inappropriate images cause immediate rejections and drastically lower conversion in dynamic ads.
How to approach it Ensure the main image shows the product on a neutral background with adequate minimum resolution (generally 1080x1080). Add an image per variant if the appearance changes by color. Fill the alt text with SKU and avoid watermarks or promotional text.
Example Main image of 1200 x 1200 pixels for fashion and additional photos with close-ups of the fabric.
Typical error Using images with large logos, borders, watermarks, or embedded promotional text ("Sale").
Why this step matters A simple validation reduces the appearance of typical errors in Meta Commerce Manager before they occur.
How to approach it Perform a minimal checklist:
Example Spreadsheet with pass/fail columns per product for each check.
Typical error Syncing the entire catalog at once without validating a controlled sample, saturating the error log.
Sources and Next Steps Consult the official Shopify documentation on metafields and products at Shopify Help and catalog requirements at Meta Business Help to confirm fields and formats before connecting.
FAQs for this phase:
Once the data in Shopify is clean and structured, the next step is the technical connection. The goal is to choose the right connection method, map fields and variants accurately, and apply a configuration that minimizes friction between platforms.
Choosing the right method is critical because it determines control and update latency. The App option (Facebook channel in Shopify) automatically syncs products and variants from Shopify; the Data Feed method (CSV file or scheduled XML feed) requires generating and maintaining an external feed.
The Facebook app in Shopify is the simplest option for stores with a centralized catalog and frequent stock updates. The feed is preferable when prior transformation, complex business rules, or managing multiple catalogs from a PIM is needed. Always check the official documentation for restrictions and permissions in Shopify Facebook Guide and Meta Commerce Manager Help.
Brief Example If you sell clothing with sizes and colors managed as native variants in Shopify, use the app so that stock and price updates are reflected in real-time. Typical error: Choosing manual feed via CSV and forgetting to sync it daily, causing sales of out-of-stock products.
Why this step matters A poorly authorized connection generates inventory discrepancies and permissions that block ad publication.
How to approach it Install and configure the Facebook sales channel from Shopify, connect the Facebook Business account and the corresponding page, and select the destination catalog in Meta Commerce Manager. Confirm that the catalog's currency and country match your Shopify store. Note that the app creates default mappings but sometimes does not cover complex custom metafields automatically.
Brief Example Step: In Shopify install the Facebook channel, authorize the Business account, and select the pre-existing catalog or create a new one. Typical error: Not using the same Business account or page that manages the ad account, resulting in insufficient permissions.
Context
Incoherent mapping between title, description, price, availability, and link causes fatal errors and rejected listings.
How to approach it
Review Meta's mandatory fields: id, title, description, availability, condition, price, link, image link, and GTIN/MPN where applicable. If using Shopify, verify that each product and variant has a unique SKU and price greater than zero. If your catalog comes from a PIM or custom feed, normalize names and units before sending.
Brief Example Correct Map:
Typical error: Sending price without format or with extra symbols that Meta interprets as non-numeric text.
Context Variants define combinations (size, color) and metafields allow for custom fields necessary for advanced mappings (filter by material, fit, etc.).
How to approach it In Shopify, use variants for options that directly affect inventory and price. Use metafields for attributes that Meta does not extract by default like material, composition, or technical attributes. Define a consistent and documented metafield schema. If the native app does not map a specific metafield, consider creating a supplementary feed or using a feed app that includes those fields.
Brief Example
Metafield material: "100% cotton".
Typical error: Saving attributes in the description in plain text instead of metafields, making extraction and filtering in Instagram Shopping difficult.
Context An operational checklist reduces diagnosis time and allows for quickly resolving recurrent rejections in Meta Commerce Manager.
How to approach it Minimum post-connection checks:
Brief Example Diagnosis: Commerce Manager flags "price mismatch" error; review currency format in Shopify and catalog settings. Typical error: Images returning 404 due to CDN blocking or private file permissions in Shopify.
Quick FAQs
Once configured, the work doesn't end. A clean feed in Meta Commerce Manager reduces rejections and improves Facebook and Instagram Shopping performance in the long run. This section is an operational guide to audit batches from Shopify, diagnose typical rejections, and apply quick fixes.
Why this step matters A first sweep detects massive problems that generate cascading rejections and loss of visibility in campaigns.
How to approach it
Export the feed from Shopify or your feed generator and review the mandatory columns: id, title, description, link, image link, price, availability, condition, and gtin or sku. Compare a sample with the public view of the product in Shopify to validate consistency.
Brief Example
In the spreadsheet, filter rows where price is empty or availability does not match real inventory.
Typical error Not checking variants without SKUs that remain without price or identifier, left in limbo.
Why this step matters Incorrect price or availability causes automatic blocks due to misleading commerce policies and customer complaints.
How to approach it
Ensure the price field uses the correct local currency format and matches exactly the price shown at checkout. Review tax rules, rounding, and currency conversion if you sell in multiple markets. Sync Shopify's inventory system with any PIM or ERP frequently.
Brief Example
Detect price equal to 0 or empty and mark the item to pause until corrected.
Typical error
Sending price higher than sale price without explicitly indicating the sale price creates conflicts and rejection.
Why this step matters Rejected images prevent publication and reduce ad conversion.
How to approach it
Verify that image link is publicly accessible and that images meet minimum resolution and accepted format. Avoid watermarks and ensure that each relevant variant has its own specific image. Use URLs that return a 200 OK code and not 403 or 404.
Brief Example
A "Red T-Shirt" variant must have an image of the red t-shirt in image link, not the generic model photo.
Typical error Hosting images in private paths or password-protected areas that return a 403 error to the Meta crawler.
Why this step matters Poorly mapped variants generate duplicates or incomplete listings (without selectable size/color) in Meta.
How to approach it Define a unique ID per variant and use metafields to send key attributes like size, color, or material. Metafields allow enriching the feed without breaking Shopify's visual structure. Configure mapping in the Meta sales app or your feed generator to maintain a stable ID per variant.
Brief Example
Export Shopify variant id 12345 as item id and map color from metafield namespace.
Typical error Sending the same ID for the parent product and all its variants, causing duplicates and matching errors.
Why this step matters A final control avoids reprocessing and saves operational debugging time.
How to approach it Check these key points before upload or resync:
Brief Example Create a filter in Excel that shows rows with empty mandatory columns for immediate correction.
Typical error Not validating that the product URL will not return a 404 error (page not found).
Why this step matters A standard process reduces average resolution time and minimizes impact on active sales.
How to approach it
Brief Example
Price error: review price column and tax settings in Shopify, correct, and manually resend the item if urgent.
Typical error Not forcing re-indexing after correcting the feed and waiting for automatic changes that can take up to 24 hours.
Automate nightly validations that check mandatory fields and image accessibility. Implement alerts via email or Slack when the error ratio exceeds a defined threshold (e.g., >5%) to act proactively before it affects your campaigns.
Maintaining consistency between Shopify and Meta Commerce Manager often requires hours of manual spreadsheet review and correction of empty attributes. ButterflAI automatically detects inconsistencies in your catalog, fills missing metafields based on the product image or description, and optimizes titles to meet Meta standards without manual intervention. This ensures a healthy feed and drastically reduces the rejection rate in your sales channels.
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