Tracked visitors are people with active Facebook accounts that are not using AdBlocker when they visit your site. Due to these criteria, the number of tracked visitors is always lower than the total number of unique visitors your site receives. Shoelace can only retarget tracked visitors because these are the people that Facebook’s Pixel can record.
Your Shoelace dashboard displays the past 30-day tracked visitors. This means that if your monthly visitors are not changing too much, this number will remain relatively stable.
If you still have concerns over your audience count, please feel free to reach out to our support team and we would be happy to double check your Facebook Pixel tracking!
Note: Both Shopify and Google Analytics report the number of unique visitors, not tracked visitors.