If you are running Facebook ads to your Shopify store, then your domain needs to be verified on Facebook! Domain verification was a concept introduced by Facebook around January of 2021, and was part of a response to the impending effects of iOS 14.5. The update impacted how Facebook could receive conversion events from the Facebook pixel and as a result, ad performance and tracking were expected to be limited. All of this created roablocks aplenty in regards to marketing efforts.