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Connect Square Online with Meta for Business

Ready to set up your website with Square? Get started >

Connect your Square Online website to Meta for Business so you can use Facebook Shops and Instagram Shopping to seamlessly sync your product catalogue, run ads and manage all your eCommerce channels in one place. Buyers can access items through your social profiles and complete checkout on your Square Online website.

Note: To use Facebook Shops, make sure that you’re disconnected from Facebook Food Ordering, which allows you to add ‘Order Food’ buttons to your profiles. Learn more about Facebook Food Ordering for Square Online.


Setting up a single online store for Facebook Shops and Instagram Shopping offers many features, including:

  • Full control and visibility when syncing your product catalogue

  • Informative validation errors so you can fix the appropriate attributes

  • Manage your listings across all sales channels from one place

  • Run dynamic ads featuring top items from your catalogue

  • Gain valuable data to better understand your customers

Meta for Business Glossary

Meta Feature Description
Facebook Shops A feature you can enable to make products visible to customers on your Facebook Page.
Instagram Shopping Allows customers to buy your items from the Instagram app.
Facebook Pixel An analytics tool that helps you manage the effectiveness of your advertising.
Ads Manager A Meta tool where you can create and manage Facebook & Instagram ads.
Automatic Advanced Matching Advanced Matching can help you optimise your Facebook ads to drive better results. Toggle on this feature so that you can use the information your customers have provided your business, like an email address or phone number, to match your website’s visitors to people on Facebook.
Meta Catalogue A catalogue holds information about all the items you want to advertise or sell on Facebook Shops and Instagram Shopping. You can use your catalogue with different types of ads and sales channels to promote your items.

Get Started

Complete the one-time setup process below to create ads and allow customers to buy your items from your Facebook and Instagram profiles.

Connect Meta for Business

To connect your Meta for Business to Square Online:

  1. Go to eCommerce > Online sales channels from your online Square Dashboard.
  2. Next to Meta for Business, click Get started.
  3. On the ‘Facebook Shops’ page, click Connect Facebook account.
  4. Choose the account you use to manage business assets like Facebook Page, Meta Pixel and catalogue. The assets you create and connect will be owned by this Business Manager.
  5. Choose the Facebook Page that you want to connect to your website. You’ll be able to display products from your shop on your Page.
  6. Choose the Instagram business profile where people can discover and buy your products.
  7. If your Instagram Shopping account is not eligible, click Continue.
  8. Select a catalogue so that you can manage inventory and deliver ads that show your products.
  9. Select an ad account for your business to advertise products and services. If you don’t have an eligible ad account, you can skip this step or click Create new.
  10. Use data from the Meta Pixel to understand actions on your website and measure the results of your ads.
  11. Enter a name for your commerce account. Your commerce account is used to feature your products across Facebook Shops and Instagram Shopping.
  12. Confirm your commerce account – your selected Page is associated with the commerce account below. Confirm that you’d like to connect this commerce account.
  13. Confirm your settings, then click Continue.
  14. Follow the prompts, then wait for Square and Meta Commerce to complete the integration.

Note: In order to sell your items on Facebook Shops and Instagram Shopping, you’ll need to review and follow the Meta Commerce policies and guidelines.

Connect a Facebook profile

Once connected to Facebook, choose the Facebook page where you want to make your items shoppable. You can also create a new page.

Install the Meta (Facebook) Pixel

The Facebook Pixel will be automatically installed.

Note: If you need assistance with Facebook Pixel for Facebook Shops through Square Online, contact the Facebook support team or visit the Facebook Business Centre for more information on troubleshooting.

Import your items

Your item library will be automatically synced to Facebook and Instagram.

Verify your domain

Make sure you verify your domain with Facebook. Proceed below based on the type of domain you’re using for your Square Online site.

Custom domains

If you have a custom domain connected to your Square Online site, you can use DNS verification to verify your domain for Facebook Shops. This is typically done by adding a TXT record to your DNS. Learn how to manage records for Square Online domains for more information on how to add a record to your DNS.

Free subdomains

To verify your free Square subdomain with a meta tag to set up Facebook Shops:

  1. From your Square Online Overview page, go to Settings > Tracking Tools.
  2. Select Add new code.
  3. In the pop-up window, enter the code’s name and the code itself into the corresponding fields.
  4. Place the Facebook meta tag in the header by selecting the < head > option.
  5. Select Save when finished.
  6. Publish your site from the Square Online site editor to add the code to your website and complete the verification.

Note: Using the meta tag method described above is the only way to verify a free Square subdomain.

Learn more about how to use a free subdomain with Square Online.

Product Listings

Once you’ve integrated your Facebook and Instagram accounts, you can manage items from your product catalogue within your Square account. Any future updates to your Square product catalogue will automatically sync to Meta Business Manager.

To manage your product listings:

  1. Go to Items & orders > Items > Channels Listings from your online Square Dashboard.

  2. From here, you can edit, search or filter your listings in order to quickly view or edit the attributes of your listings.

Troubleshooting Listings

To troubleshoot your listings, read the following support articles in the Meta for Business Help Centre:

Disconnect your Meta Account

To disconnect your Meta for Business account from Square Online:

  1. Go to eCommerce > Online sales channels from your online Square Dashboard.

  2. Next to ‘Meta for Business’, click Manage.

  3. Click Remove Channel.