Mar 28, 2022
By syncing Klaviyo to Facebook, you can significantly improve your ad targeting. You can set up audiences that are similar to your existing customers, saving you time and money by targeting people on Facebook and Instagram who are most likely to buy. You can also grow your email list with Facebook lead ads.
This video goes step-by-step through the process with a screen recording.
This blog will outline how to connect Klaviyo to Facebook, and how to make the most of that integration to improve your Facebook and Instagram Ad Campaigns. We will show you how to set up lead ads, but also explain why we believe most brands should not use them.
Throughout this blog, we will reference “Facebook” integration, when we do, we are talking about the Meta Advertising Network, which includes Facebook and Instagram, but also other ad spots in the network such as on the website and mobile apps.
With the Klaviyo to Facebook integration, you can sync your subscribers and customers in real-time into the audience sections of the Meta Advertising Network.
So why should you connect Klaviyo to Facebook Advertising?
If you have been using Klaviyo, you know that you can make great customer segments based on the first-party data you know about your customers, such as their purchase history and email engagement.
The Klaviyo to Facebook integration allows you to take advantage of these segments to build your Facebook audiences. There are a lot of great ways you can take advantage of these groups, we'll focus on these four:
Promote cross-channel campaigns across both email and paid social media channels to the same audience.
Find new customers similar to your best customers with lookalike audiences.
Make an audience of customers who haven’t given you email permission or have stopped engaging with your emails and re-engage them them with ads.
Exclude your existing subscribers from list growth campaigns.
Note that when you’re syncing audiences to Facebook, you need to match at least 100 profiles to Facebook to sync the audience. What this means is that the email address someone uses in Klaviyo will need to match a Facebook profile. Since not every email address has a Facebook account, you will need more than 100 profiles in any segment that you want to sync to Facebook. We recommend at least 500 to 1,000 profiles in Klaviyo to sync them to Facebook.
Connecting Klaviyo to Facebook
First, you need to have access to your Meta/Facebook Ad account, and your Facebook page profile.
Make sure you are logged into the Facebook Ad account, the Facebook Page Admin, and Klaviyo.
In Klaviyo, you need to go to “Integrations”
Then click on “All Integrations”, search “Facebook” and click on Facebook Advertising.
Once it has loaded, click on “Connect to Facebook Advertising” in the lower right corner which will take you to Facebook. You should continue with your Facebook Page Admin account.
Note that in this process you will see all the ad accounts that you have access to. If you’re running an agency, I recommend you ask your client to do this step since you don’t want your clients to see other ad accounts you might have access to.
You then want to click “Integrate”. You will then be able to see all the advertising accounts you have access to and select the one that is appropriate to this Klaviyo account.
Then select “Connect to Account”. This will bring up the Syncs. You do need to choose a custom audience to sync to, this includes a Klaviyo List or Segment and a Facebook Custom Audience.
Then select “Continue to Lead Ad Settings”. This will then bring up the Lead Ad Settings. Choose your Facebook page and add a Facebook Lead Ad as well as your Facebook Lead Ad List from Klaviyo.
Click “Done” and that’s it, you are connected for Audience sync and Facebook Lead ads.
This integration has enabled Audience sync and Lead Ad sync. When you go into Segments and Lists within Klaviyo, and go to Settings, you now have the option to sync the list or segment to an audience on Facebook.
Additionally, under lists, you will be able to link lead ads.
Syncing Facebook Audience to a List or Segment
Within a list or segment within Klaviyo, go to Settings.
There is now a Facebook Advertising section. It should look like this.
Click on “Choose an audience to sync with”. This will bring up options for choosing a Facebook audience, you can either select an existing audience or create a new audience. In this example, we will select from an existing audience that we already have set up in Facebook Ad Manager.
You then select “Sync with Audience”. And now you can see that the list has been synced to the example Klaviyo Audience.
In this example we have connected a Facebook Audience to a Klaviyo List, the process is exactly the same for Klaviyo Segments.
Now when you visit your Meta Business Suite and go to the audience section of the Meta Ad Manager.
You'll see that the Facebook Audience you synced earlier will be listed in the Audience.
Here it displays information about the audience, including sync size. In this example we have an estimated audience size of 1,200 - 1,400 so it synced enough customers and so this is an audience that's ready to use.
The great thing about syncing to a Klaviyo segment to a Facebook audience is that it's going to be regularly automatically updated so the data from Klaviyo will be synced back into Facebook every half hour or so.
Now you can use the segments and audiences that you sync from Klaviyo in your Facebook audiences.
When creating an ad set, you will be able to choose the audience from the Custom Audiences List.
Making a Re-engagement Audience
Within Klaviyo, go to Lists & Segments and click “Create List / Segment”. Click Create Segment. We recommend giving your lists a consistent naming format.
To re-engage customers, you want to find anybody who has opened an email zero times in the last 90 days:
In addition to anyone who has opened an email at least once:
You then click “Create segment”. Once it is finished finding the segment, click on settings for this Segment and you will see Facebook Advertising settings.
To sync this to your Facebook audiences, you click “Choose an audience to sync with”, this will give you the option to sync with an existing audience or create a new audience for this segment.
There are two types of campaigns that you could run for this Facebook Audience.
Firstly, you can run an ad that is visually similar to what your Emails are doing so that customers who aren't opening your emails are still seeing that same message.
Secondly, you could use this as a new lead capture campaign. It's possible that some of these subscribers have a different email address, so running a promo or attracting them to sign up to your mailing list again could re-engage them or get them to sign up with an email address that they're actively using.
Creating a Lookalike Audience
Creating a lookalike audience is a process with the goal to attract new customers using Facebook by using your existing customers as a template for the type of customers that you want Facebook to try and find. So rather than setting up your target audiences in Facebook, you use your existing customers as a template.
You can either target customers based on their lifetime spend or on the number of purchases that they've made. This will depend on you as a brand as to which one you want to use. Maybe try both and see which one's going to be most effective.
First, lets look at lifetime spend.
Create a new segment, and in conditions, select “Predictive analytics about someone”, “Historic Customer Lifetime Value”. In this example we are going to use 500 as the value number.
Don't look at total customer lifetime value because this is predicting what they'll spend in the future, we just want to look at their historic spend so far.
This will create a segment with all the customers who have a lifetime spend of over 500.
Next, let's create a list of customers based on how many purchases they've made.
To create this segment, select “What someone has done (or not done)” in the segment definition. Then choose “Placed Order”, in this example we will say the best customers have purchased five or more times, but you might just want to use two or three depending on how frequently your customers purchase.
Once you have created a segment using your preferred method, go into settings for that segment, go under Facebook advertising, and click “Choose an audience to sync with”. In this case, we will create a new audience.
Now that we have our most valuable customers, we want to find new customers on Facebook that look similar to those. Facebook collects data about people and can profile them based on several different factors. What a lookalike audience does is it says to Facebook "please look at these existing customers", and Facebook will find things that are similar between all those customers, and then try to find other people on Facebook who are similar to those existing people. Facebook will be looking at their demographics, their different app behavior, what type of things they're interested in on Facebook and Instagram, and other networks.
To get Facebook to look for this audience, go to the Audience section of your Facebook Ad Manager, and click on the audience that includes all your high-value existing customers.
Under "Actions", click "Create lookalike" and select which country and region you want to limit it to.
Then you can adjust how similar you want these customers to look to your original source customers. You want this number to be sufficiently large that you'll reach the number of people, but the further you extend the slider, the less they're going to look like your original customers. At 1% for example, it's finding the 1% of customers in that Market that are most similar to your source data, and so 2% by definiton is the second most similar group of people.
In this case, we will start with 200,000 and then over time, we might expand that out if we want to reach more people.
Click “Create Audience”.
Now when you select your audience for your campaign to reach new customers, you select your lookalike audience, and you'll exclude the original source audience
This makes sure that you're reaching new people and that you're not trying to advertise to your existing subscribers.
Creating a Cross-Channel Audience
When you send out an email campaign it can also be effective to run an ad campaign on Facebook that is similar to the email, to the same audience. Ads are shown to be 30% more effective when they're cross-channel.
Go into Lists & Segments and create a segment and call it "Existing Subscribers".
Then in conditions, select “If someone is in or not in a list”, and is in one of your VIP lists.
Then using the OR function, choose all of your VIP lists.
This will allow us to target the recipients of the email on Facebook as well with the same ad campaign and then we know that they will be seeing a similar message on multiple channels.
Facebook Lead Ads
Lead Ads are a special type of ad format within Facebook that allow you to have a sign-up form within the Facebook experience.
Someone scrolling through Facebook will see the lead ad, they click on, “make an appointment” or “make an inquiry”, it takes them to a form that loads up instantly, the form can be multiple choice, and the benefit of this is on the final sign up page it will already have pre-filled their email address and name. Either their email address and name that they have used on Facebook or ones that they have pre-filled for other lead ad forms in the past.
Creating Lead Ads
First, you need to have a lead form within Facebook before you're connected to Klaviyo. Under Facebook go to create a campaign.
Select "Leads" as your goal and click continue.
Set up the rest of your campaign and when you're setting up the ad itself, you'll have the option here to set up your instant form. Click "Create form".
You will have the option here to modify the creative of the form, and then you can put in your questions as well. You need to have Email Address and Full Name, but you also have the option here to add Multiple-choice, Short answer, Conditional and Appointment request details.
What we're interested in here is connecting this to Klaviyo, so we want to make sure that we're connecting to email as well. Name this form “Klaviyo sync form” and save that.
Reviewing the form, there is a simple introduction page.
A page for the customer to submit their details.
And the successful completion
You can add more stages to this form as well, this is just for illustrative purposes.
So now we can save and publish, and as with Facebook ads, you can share, you can send a notification to your own Facebook so that you can see what the ad looks like in your feed and test it.
So now that the form is made, we will go back to Klaviyo. Make a list that can receive those leads from the Facebook ads to.
Create a list in Klaviyo and call it “Facebook leads”. Once you’ve made this empty list, go to list settings. We recommend that you select Single opt-in.
Most importantly, now you have this section “This list is not currently connected to a Facebook Lead Ad”, so click here to connect to a lead ad.
Here you can select “Klaviyo Sync Form” and click update.
Then we update our list settings.
Now this list will start to receive Facebook leads and they will come through in real-time. What that means, is that you can now take this source list of Facebook leads and trigger a welcome series from it, for example. You should also include this in your newsletter campaigns. It makes it a simple process for customers who are using Facebook, to go to a lead ad page and submit their details and now they're on the list.
Lead Ad Alternatives
Instead of using lead ads, what we usually recommend to our clients is that they build a landing page on their own site and embed a Klaivyo form there. Here is an example Social media landoing page from Rollie Nation, where they have set up a mobile landing page that includes a sign-up form. This also allows them to promote other parts of the website as well.
This encourages customers to stay on the website, whereas the challenge with Facebook lead ads is that customers will submit the details and then close the lead ad and then continue on Facebook. You need to weigh up for yourself which option is going to be better for you as to whether you use Facebook Lead ads or use a landing page on your site.
Learn more Email Marketing Automation tips from Email Experts
This is one of many blogs we have made about setting up your Klaviyo email marketing. Please have a look at our other blogs in this series and the videos that go with them.
Check out our YouTube channel, where we have tutorials on how to build up your email marketing. Please subscribe to be notified when future content is released.
Author: Shaun is the Founder of Email Experts. Combining his love of data analysis and his passion for marketing, Shaun enjoys working with marketing professionals to deliver excellent results for ecommerce businesses.