How Mac Duggal Doubled Its Retargeting Audience with Shopify Audiences

Mac Duggal’s Targeting Hurdles After Privacy Changes

Mac Duggal had built a standout direct-to-consumer store on Shopify, offering luxury evening and formalwear. But when Apple and Google rolled out stricter privacy measures, the brand’s pixel-based retargeting pools shrank. Their ad sets weren’t hitting as many past visitors, and cost per order climbed steadily.

Partnering with Prospect Knight

Prospect Knight, the agency managing Mac Duggal’s ecommerce marketing, saw the roadblock and proposed Shopify Audiences. The pitch was simple: leverage Shopify’s scale and native data to fuel ads on Meta, Google, TikTok, Pinterest, Snap and Criteo—while staying fully first-party compliant.

Setting Up the Solution

Within Shopify’s admin, Prospect Knight activated Shopify Audiences on the Plus plan at no extra cost. They chose two key audiences:Retargeting Boost, which pulls in high-intent visitors who clicked but didn’t convert, andLookalikesegments based on top buyers. Then they synced each list into Meta Ads Manager and Google Ads.

Immediate Performance Uplift

The impact showed up quickly. Mac Duggal’s retargeting audience ballooned by 2.3× without touching a single ad creative. Cost per purchase for those campaigns dropped by 3.6×, freeing up budget. And most telling: return on ad spend climbed to 2×—double the previous benchmark.

Moving Beyond Retargeting

Riding that success, the team rolled outProspectinglists in Shopify Audiences to find shoppers who bought complementary pieces—like prom or bridal collections on other stores. That widened the funnel, brought fresh names into email lists, and kept acquisition costs stable.

Scaling & Future Plans

With proof of concept, Mac Duggal is now planning to launch Shopify Audiences on TikTok and Pinterest. The brand’s digital leads have a repeatable playbook: pick the right audience type, sync to ad platforms, monitor KPIs, then optimize. It’s their insurance policy against further tracking changes.

Key Results at a Glance

The numbers tell the story: 2.3× larger retargeting lists, 3.6× lower cost per purchase, and a 2× ROAS. All without new creatives or extra ad spend.

Lessons for Other Ecommerce Teams

If your ads are losing steam under new privacy rules, consider tapping commerce-level data where it lives—in your platform. Shopify Audiences is free on Plus, easy to set up, and plays nicely with any major ad channel.