Blog
March 13, 2025
Klaviyo x Facebook (Meta Ads): The Ultimate Multi-Channel Playbook
Blog
March 13, 2025
Klaviyo x Facebook (Meta Ads): The Ultimate Multi-Channel Playbook
Blog
March 13, 2025
Klaviyo x Facebook (Meta Ads): The Ultimate Multi-Channel Playbook
Learn how to integrate Klaviyo with Meta Ads to boost ROAS, optimise audience targeting, and drive higher conversions. This step-by-step guide covers setup, advanced strategies, and common pitfalls to avoid.
Integrating Klaviyo with Facebook Ads is a game-changer for e-commerce brands looking to boost sales and improve customer retention. By syncing Klaviyo’s powerful segmentation with Facebook’s ad targeting, you can create highly personalised, data-driven campaigns that drive conversions.
Why Does This Matter?
Better Audience Targeting – Reach high-intent shoppers at the right time.
Higher ROAS (Return on Ad Spend) – Reduce wasted ad spending with precision targeting.
Improved Retention – Keep customers engaged through multi-channel touchpoints.
In this guide, you’ll learn:
How to connect Klaviyo with Facebook Ads step by step.
Advanced strategies to optimise your ad spend and segmentation.
Common mistakes to avoid when running integrated campaigns.
Why Integrate Klaviyo with Facebook (Meta Ads)?
Key Benefits of Integration
Klaviyo and Facebook Ads are two of the most powerful tools in e-commerce marketing. When combined, they allow brands to create a seamless, data-driven marketing strategy that ensures the right message reaches the right customer at the right time. Here’s why this integration is essential:
1. Sync Email & SMS Segments with Facebook Ads for Unified Messaging
With Klaviyo’s segmentation and behavioural tracking, you can create highly targeted lists based on purchase history, browsing behaviour, and engagement levels.
Syncing these segments with Facebook Ads ensures consistent messaging across email, SMS, and paid media, creating a cohesive customer experience.
2. Increase Retargeting Efficiency by Engaging Warm Audiences
Instead of serving ads to cold audiences who may never engage, Klaviyo’s data enables you to retarget high-intent users, such as cart abandoners and repeat buyers.
This results in higher conversion rates and lower customer acquisition costs (CAC) because you’re reaching people already familiar with your brand.
3. Enhance Lookalike Audience Accuracy with Klaviyo’s Customer Data
Facebook’s Lookalike Audiences perform best when fed with high-quality source data.
By exporting your best customers (high-LTV buyers, frequent purchasers, VIPs) from Klaviyo to Facebook, you can create 1% Lookalike Audiences that closely mirror your top customers, leading to more profitable ad spend.
If you’re looking for other ways to segment audiences effectively in Klaviyo, check out 3 Klaviyo Segmentation Strategies to Boost DTC Sales.
4. Reduce Wasted Ad Spend by Excluding Converted Buyers
Many brands make the mistake of showing ads to customers who have already purchased, leading to a wasted budget.
Klaviyo’s post-purchase segments allow you to automatically exclude these customers from active campaigns, ensuring your budget goes toward acquiring new customers instead.
If you want to explore how to create effective post-purchase emails that drive engagement, read 10 Post-Purchase Email Examples to Boost Customer Loyalty and Drive Repeat Sales.
How to Set Up Klaviyo Facebook Ads Integration (Step-by-Step)
Integrating Klaviyo with Facebook Ads allows you to sync your email and SMS segments directly with Facebook Custom Audiences, improving targeting and efficiency. Follow these steps to set up the integration properly.
Step 1: Connect Klaviyo with Facebook Ads Manager
1. Access Klaviyo Integrations:
Log in to your Klaviyo account.
Navigate to the Integrations tab.
2. Add Meta Ads Integration:
Click on Add Integration and search for Meta Ads.
Select the Meta Ads card and click Install.
3. Authenticate with Facebook:
Click Connect to Meta Ads.
Log in with your personal Facebook account associated with your business.
Review and accept Meta's terms of service if prompted.
4. Select Data to Sync:
Choose to sync Custom Audiences, Lead Ads, or both.
Click Next to proceed.
5. Configure Custom Audience Sync:
Select the appropriate Ad Account.
Click Add Connection.
Choose a Klaviyo List or Segment and map it to a corresponding Meta Custom Audience.
Add additional connections as needed.
Click Next to continue.
6. Set Up Lead Ad Sync (Optional):
Select the relevant Facebook Page.
Click Add Connection.
Choose a Meta Lead Ad, a Klaviyo List for new leads, and specify the Subscription type (e.g., email, SMS).
Add more connections if necessary.
Click Complete Setup to finalize.
7. Confirmation:
A success message will confirm that your Meta Ads account is now connected to Klaviyo.
Step 2: Sync Klaviyo Segments with Facebook Custom Audiences
1. Create a New Segment in Klaviyo:
Go to the Lists & Segments tab.
Click Create List / Segment and select Segment.
2. Define Segment Criteria:
Set conditions based on customer behaviour or attributes (e.g., engaged subscribers, past buyers, cart abandoners).
3. Sync Segment to Facebook Audience:
Within the segment's settings, navigate to the Settings tab.
Click Push to Facebook Custom Audience.
Select the appropriate Ad Account and confirm the sync.
Step 3: Use Klaviyo for Lead Generation (Meta Lead Ads Sync)
1. Enable Facebook Lead Ads Sync in Klaviyo:
Ensure the Meta Ads integration is connected as outlined in Step 1.
2. Create a Lead Ad Connection:
In Klaviyo, go to the Integrations tab.
Select Meta Ads and navigate to the Lead Ads tab.
Click Add Connection.
3. Configure Lead Ad Settings:
Choose the desired Meta Lead Ad from the dropdown.
Select a Klaviyo List to add new leads.
Specify Subscription preferences (e.g., subscribe to email, SMS, both, or none).
4. Map Lead Data Fields:
Ensure that fields from the lead ad form (e.g., email, phone number) are correctly mapped to Klaviyo properties.
5. Set Up an Automated Welcome Flow:
In Klaviyo, create a Flow triggered by new list additions.
Design an automated Welcome Series to engage new leads promptly.
Advanced Strategies to Optimise Klaviyo Facebook Ads Integration
Taking your Klaviyo-Facebook Ads integration beyond simple syncing can significantly boost ROAS. Below are strategic use cases and advanced strategies to refine targeting, improve segmentation, and enhance multi-channel marketing.
1. Build Lookalike Audiences for High-Quality Prospecting
Use high-LTV Klaviyo segments (VIP buyers, repeat customers) to create 1% Lookalike Audiences in Facebook Ads.
Why it works: Lookalikes based on actual purchase data outperform interest-based targeting, increasing acquisition efficiency.
Learn more about segmentation and predictive targeting in Klaviyo Predictive Analytics: AI Guide & 3 Use Cases.
2. Exclude Irrelevant Audiences to Reduce Wasted Ad Spend
Exclude post-purchase customers (e.g., those who bought within 7-30 days) to avoid unnecessary ad spend.
Remove unengaged subscribers (no email opens in 90+ days) to improve ad relevance.
Exclude users already in checkout flows (e.g., those in abandoned cart sequences).
Learn more about common email segmentation mistakes in 15 Top Email Marketing Mistakes to Avoid When Using Klaviyo.
3. Cart Abandonment Retargeting
Issue: Customers leave items in their cart without completing checkout.
Solution: Sync a Cart Abandoners segment from Klaviyo to Facebook Ads.
Execution: Send an email reminder within an hour, followed by a Facebook ad featuring the abandoned product and a limited-time incentive to complete the purchase.
4. Upselling to High-AOV Customers
Issue: High-value buyers aren’t upgrading to premium products.
Solution: Create a VIP segment in Klaviyo and sync it to Facebook Ads.
Execution: Show exclusive ads promoting premium products, reinforcing the message with an automated Klaviyo email sequence for high-AOV customers.
5. Converting Engaged Subscribers
Issue: Subscribers open emails but don’t click or convert.
Solution: Target Engaged Email Subscribers (opened but not clicked) with Facebook Ads.
Execution: Run retargeting ads featuring the same product or message as the email, testing different formats (carousel, video, static images) to boost engagement.
6. Combine Email & Facebook Ads for Multi-Touchpoint Marketing
Pre-BFCM Campaigns: Send VIP early access emails, then retarget non-openers with Facebook ads.
Back-in-Stock Alerts: Notify via email & SMS, then reinforce with Facebook retargeting ads.
Post-Purchase Cross-Selling: Upsell relevant products via Klaviyo flows + dynamic Facebook ads.
Get expert insights on Black Friday Cyber Monday strategy in Mastering BFCM: The Ultimate Guide (2024).
Common Pitfalls & How to Avoid Them
Avoid these common mistakes to maximise your Klaviyo Facebook Ads integration and improve campaign performance.
Mistake 1: Delayed Audience Sync
Issue: Facebook takes 24-48 hours to process synced audiences, causing delays in targeting.
Fix:
Plan campaigns in advance to account for sync delays.
Enable real-time syncing in Klaviyo.
Pro Tip: Manually update your Klaviyo list to trigger an immediate sync.
Mistake 2: Overlapping Audience Targeting
Issue: Targeting the same users across multiple ads sets wastesthe budget and increases ad fatigue.
Fix:
Use audience exclusions (e.g., exclude past buyers from prospecting).
Check overlap in Facebook Ads Manager > Audience Overlap Tool.
Allocate budget based on audience intent (e.g., engaged subscribers vs. cold leads).
Pro Tip: Segment audiences by engagement (e.g., high open rates vs. low engagement) for precise targeting.
Mistake 3: Not Testing Ad Variations
Issue: Running a single creative or generic message leads to low CTR and high CPA.
Fix:
A/B test creatives, messaging, and offers to find the best-performing ads.
Refresh ad visuals every 7-14 days to prevent fatigue.
Optimise for best-performing placements (e.g., Stories vs. Feed).
Pro Tip: Use Facebook’s Split Test feature for structured A/B testing.
If you’re not sure which elements to test in your Klaviyo emails, take a look at 10 Essential A/B Tests to Boost Email Conversions.
Measuring Success: Key Metrics to Track
Tracking the right key performance indicators (KPIs) ensures your Klaviyo Facebook Ads campaigns are delivering maximum results. Below are the essential metrics, how to analyse them, and what industry benchmarks tell us about a successful campaign.
1. Return on Ad Spend (ROAS)
Definition: ROAS measures the revenue generated for every dollar spent on Facebook Ads.
Why It Matters:
A high ROAS indicates that your ad budget is being used efficiently.
It helps determine if your targeting strategy and creative messaging are driving profitable conversions.
Brands using Klaviyo’s audience syncing often see higher ROAS due to better segmentation.
How to Improve ROAS:
Use high-LTV audiences from Klaviyo for better targeting.
Exclude recent purchasers to avoid wasted ad spend.
Optimise landing pages to ensure ad traffic converts.
If you’re struggling with low returns, check out Klaviyo Attribution Model 101: Elevate Your Marketing ROI.
2. Click-Through Rate (CTR)
Definition: CTR measures how often people who see your ad click on it.
Why It Matters:
A high CTR indicates that your ads are relevant and engaging.
Facebook rewards high-CTR ads with lower CPMs (cost per 1,000 impressions).
How to Improve CTR:
Use dynamic product ads to showcase personalised items.
A/B test creatives (e.g., static images vs. videos).
Optimise ad copy with clear CTAs (e.g., “Claim 10% Off Today”).
If you’re focused on boosting email CTR, here’s a guide on 15 Actionable Strategies to Improve Click-Through Rate.
3. Conversion Rate
Definition: The percentage of users who take a desired action after clicking on your ad (e.g., purchase, sign-up).
Why It Matters:
A low conversion rate suggests issues with landing pages, checkout experience, or audience targeting.
Facebook Ads work best when combined with Klaviyo flows to nurture leads post-click.
How to Improve Conversion Rate:
Optimise product pages with trust signals (reviews, UGC).
Reduce friction at checkout (1-click checkout, fewer form fields).
Follow up with Klaviyo SMS & email reminders for abandoned carts.
4. Cost per Acquisition (CPA)
Definition: The cost of acquiring a new customer through Facebook Ads.
Why It Matters:
High CPA = inefficiency in targeting or creative performance.
Klaviyo-powered retargeting can lower CPA by 30-50%
How to Lower CPA:
Use Klaviyo’s audience exclusions (e.g., exclude one-time buyers).
Leverage Lookalike Audiences based on high-value customers.
Improve ad relevance score to lower bid costs.
5. Frequency Score
Definition: The estimated average number of times each person in your ad's reach saw the ad.
Here's a more detailed breakdown:
Impressions: The total number of times your ad was displayed.
Reach: The number of unique people who saw your ad.
Why It Matters:
High frequency (5x+) = ad fatigue, leading to lower CTR & higher CPA.
Retargeting ads should stay under a 3.0 frequency score.
How to Manage Frequency:
Rotate new creatives every 7-10 days.
Use sequential messaging (e.g., first ad → reminder ad → urgency ad).
FAQs
1. Can I sync multiple Klaviyo segments with the same Facebook Ad account?
Yes, you can sync multiple Klaviyo lists and segments to different Facebook Custom Audiences within the same ad account.
2. How do I stop showing Facebook Ads to recent buyers?
Exclude post-purchase customers by using a Klaviyo segment that removes buyers within the last 30 days.
3. Can I create dynamic product ads using Klaviyo’s synced audiences?
Yes, you can run Dynamic Ads on Facebook using product recommendations tailored to each Klaviyo audience segment.
4. Can I run SMS and Facebook Ads together using Klaviyo?
Yes! Klaviyo SMS + Meta Ads create a powerful multi-touchpoint experience, boosting engagement and conversions.
5. What’s the difference between a prospecting campaign and a retargeting campaign?
Prospecting: Uses Lookalike Audiences to reach new customers.
Retargeting: Uses engaged Klaviyo segments (cart abandoners, past buyers) to increase conversions.
Conclusion
Integrating Klaviyo with Facebook Ads is a must-have strategy for e-commerce brands looking to maximise ad spending, increase conversions, and improve customer retention. By syncing high-intent email & SMS segments with Meta’s targeting capabilities, you can create a multi-channel marketing strategy that reaches the right customers at the perfect time.
Avoid common mistakes, refine audience segmentation, and track key metrics to ensure long-term success. If your ads aren’t performing as expected, refining your targeting and leveraging Klaviyo’s advanced automation will help turn things around.
Key Takeaways
Why Integrate Klaviyo with Facebook Ads? Syncing email & SMS segments improves ad targeting and audience reach.
How to Set Up Klaviyo Facebook Ads Integration Connect Klaviyo to Meta Ads, sync high-intent segments, and enable Lead Ads Sync.
Advanced Strategies for Maximum ROAS Use Lookalike Audiences, combine email & ads, and exclude low-engagement subscribers.
Common Pitfalls & How to Fix Them Address delayed audience sync, ad fatigue, and high CPA with strategic exclusions and updates.
Key Metrics to Track for Success Monitor ROAS, CTR, conversion rates, and CPA to optimise campaign performance.
Tired of wasting money on Facebook ads with little return?
Let Klaviyo boost your targeting for real results. Click here for a free audit and start optimising your ad performance today!
Integrating Klaviyo with Facebook Ads is a game-changer for e-commerce brands looking to boost sales and improve customer retention. By syncing Klaviyo’s powerful segmentation with Facebook’s ad targeting, you can create highly personalised, data-driven campaigns that drive conversions.
Why Does This Matter?
Better Audience Targeting – Reach high-intent shoppers at the right time.
Higher ROAS (Return on Ad Spend) – Reduce wasted ad spending with precision targeting.
Improved Retention – Keep customers engaged through multi-channel touchpoints.
In this guide, you’ll learn:
How to connect Klaviyo with Facebook Ads step by step.
Advanced strategies to optimise your ad spend and segmentation.
Common mistakes to avoid when running integrated campaigns.
Why Integrate Klaviyo with Facebook (Meta Ads)?
Key Benefits of Integration
Klaviyo and Facebook Ads are two of the most powerful tools in e-commerce marketing. When combined, they allow brands to create a seamless, data-driven marketing strategy that ensures the right message reaches the right customer at the right time. Here’s why this integration is essential:
1. Sync Email & SMS Segments with Facebook Ads for Unified Messaging
With Klaviyo’s segmentation and behavioural tracking, you can create highly targeted lists based on purchase history, browsing behaviour, and engagement levels.
Syncing these segments with Facebook Ads ensures consistent messaging across email, SMS, and paid media, creating a cohesive customer experience.
2. Increase Retargeting Efficiency by Engaging Warm Audiences
Instead of serving ads to cold audiences who may never engage, Klaviyo’s data enables you to retarget high-intent users, such as cart abandoners and repeat buyers.
This results in higher conversion rates and lower customer acquisition costs (CAC) because you’re reaching people already familiar with your brand.
3. Enhance Lookalike Audience Accuracy with Klaviyo’s Customer Data
Facebook’s Lookalike Audiences perform best when fed with high-quality source data.
By exporting your best customers (high-LTV buyers, frequent purchasers, VIPs) from Klaviyo to Facebook, you can create 1% Lookalike Audiences that closely mirror your top customers, leading to more profitable ad spend.
If you’re looking for other ways to segment audiences effectively in Klaviyo, check out 3 Klaviyo Segmentation Strategies to Boost DTC Sales.
4. Reduce Wasted Ad Spend by Excluding Converted Buyers
Many brands make the mistake of showing ads to customers who have already purchased, leading to a wasted budget.
Klaviyo’s post-purchase segments allow you to automatically exclude these customers from active campaigns, ensuring your budget goes toward acquiring new customers instead.
If you want to explore how to create effective post-purchase emails that drive engagement, read 10 Post-Purchase Email Examples to Boost Customer Loyalty and Drive Repeat Sales.
How to Set Up Klaviyo Facebook Ads Integration (Step-by-Step)
Integrating Klaviyo with Facebook Ads allows you to sync your email and SMS segments directly with Facebook Custom Audiences, improving targeting and efficiency. Follow these steps to set up the integration properly.
Step 1: Connect Klaviyo with Facebook Ads Manager
1. Access Klaviyo Integrations:
Log in to your Klaviyo account.
Navigate to the Integrations tab.
2. Add Meta Ads Integration:
Click on Add Integration and search for Meta Ads.
Select the Meta Ads card and click Install.
3. Authenticate with Facebook:
Click Connect to Meta Ads.
Log in with your personal Facebook account associated with your business.
Review and accept Meta's terms of service if prompted.
4. Select Data to Sync:
Choose to sync Custom Audiences, Lead Ads, or both.
Click Next to proceed.
5. Configure Custom Audience Sync:
Select the appropriate Ad Account.
Click Add Connection.
Choose a Klaviyo List or Segment and map it to a corresponding Meta Custom Audience.
Add additional connections as needed.
Click Next to continue.
6. Set Up Lead Ad Sync (Optional):
Select the relevant Facebook Page.
Click Add Connection.
Choose a Meta Lead Ad, a Klaviyo List for new leads, and specify the Subscription type (e.g., email, SMS).
Add more connections if necessary.
Click Complete Setup to finalize.
7. Confirmation:
A success message will confirm that your Meta Ads account is now connected to Klaviyo.
Step 2: Sync Klaviyo Segments with Facebook Custom Audiences
1. Create a New Segment in Klaviyo:
Go to the Lists & Segments tab.
Click Create List / Segment and select Segment.
2. Define Segment Criteria:
Set conditions based on customer behaviour or attributes (e.g., engaged subscribers, past buyers, cart abandoners).
3. Sync Segment to Facebook Audience:
Within the segment's settings, navigate to the Settings tab.
Click Push to Facebook Custom Audience.
Select the appropriate Ad Account and confirm the sync.
Step 3: Use Klaviyo for Lead Generation (Meta Lead Ads Sync)
1. Enable Facebook Lead Ads Sync in Klaviyo:
Ensure the Meta Ads integration is connected as outlined in Step 1.
2. Create a Lead Ad Connection:
In Klaviyo, go to the Integrations tab.
Select Meta Ads and navigate to the Lead Ads tab.
Click Add Connection.
3. Configure Lead Ad Settings:
Choose the desired Meta Lead Ad from the dropdown.
Select a Klaviyo List to add new leads.
Specify Subscription preferences (e.g., subscribe to email, SMS, both, or none).
4. Map Lead Data Fields:
Ensure that fields from the lead ad form (e.g., email, phone number) are correctly mapped to Klaviyo properties.
5. Set Up an Automated Welcome Flow:
In Klaviyo, create a Flow triggered by new list additions.
Design an automated Welcome Series to engage new leads promptly.
Advanced Strategies to Optimise Klaviyo Facebook Ads Integration
Taking your Klaviyo-Facebook Ads integration beyond simple syncing can significantly boost ROAS. Below are strategic use cases and advanced strategies to refine targeting, improve segmentation, and enhance multi-channel marketing.
1. Build Lookalike Audiences for High-Quality Prospecting
Use high-LTV Klaviyo segments (VIP buyers, repeat customers) to create 1% Lookalike Audiences in Facebook Ads.
Why it works: Lookalikes based on actual purchase data outperform interest-based targeting, increasing acquisition efficiency.
Learn more about segmentation and predictive targeting in Klaviyo Predictive Analytics: AI Guide & 3 Use Cases.
2. Exclude Irrelevant Audiences to Reduce Wasted Ad Spend
Exclude post-purchase customers (e.g., those who bought within 7-30 days) to avoid unnecessary ad spend.
Remove unengaged subscribers (no email opens in 90+ days) to improve ad relevance.
Exclude users already in checkout flows (e.g., those in abandoned cart sequences).
Learn more about common email segmentation mistakes in 15 Top Email Marketing Mistakes to Avoid When Using Klaviyo.
3. Cart Abandonment Retargeting
Issue: Customers leave items in their cart without completing checkout.
Solution: Sync a Cart Abandoners segment from Klaviyo to Facebook Ads.
Execution: Send an email reminder within an hour, followed by a Facebook ad featuring the abandoned product and a limited-time incentive to complete the purchase.
4. Upselling to High-AOV Customers
Issue: High-value buyers aren’t upgrading to premium products.
Solution: Create a VIP segment in Klaviyo and sync it to Facebook Ads.
Execution: Show exclusive ads promoting premium products, reinforcing the message with an automated Klaviyo email sequence for high-AOV customers.
5. Converting Engaged Subscribers
Issue: Subscribers open emails but don’t click or convert.
Solution: Target Engaged Email Subscribers (opened but not clicked) with Facebook Ads.
Execution: Run retargeting ads featuring the same product or message as the email, testing different formats (carousel, video, static images) to boost engagement.
6. Combine Email & Facebook Ads for Multi-Touchpoint Marketing
Pre-BFCM Campaigns: Send VIP early access emails, then retarget non-openers with Facebook ads.
Back-in-Stock Alerts: Notify via email & SMS, then reinforce with Facebook retargeting ads.
Post-Purchase Cross-Selling: Upsell relevant products via Klaviyo flows + dynamic Facebook ads.
Get expert insights on Black Friday Cyber Monday strategy in Mastering BFCM: The Ultimate Guide (2024).
Common Pitfalls & How to Avoid Them
Avoid these common mistakes to maximise your Klaviyo Facebook Ads integration and improve campaign performance.
Mistake 1: Delayed Audience Sync
Issue: Facebook takes 24-48 hours to process synced audiences, causing delays in targeting.
Fix:
Plan campaigns in advance to account for sync delays.
Enable real-time syncing in Klaviyo.
Pro Tip: Manually update your Klaviyo list to trigger an immediate sync.
Mistake 2: Overlapping Audience Targeting
Issue: Targeting the same users across multiple ads sets wastesthe budget and increases ad fatigue.
Fix:
Use audience exclusions (e.g., exclude past buyers from prospecting).
Check overlap in Facebook Ads Manager > Audience Overlap Tool.
Allocate budget based on audience intent (e.g., engaged subscribers vs. cold leads).
Pro Tip: Segment audiences by engagement (e.g., high open rates vs. low engagement) for precise targeting.
Mistake 3: Not Testing Ad Variations
Issue: Running a single creative or generic message leads to low CTR and high CPA.
Fix:
A/B test creatives, messaging, and offers to find the best-performing ads.
Refresh ad visuals every 7-14 days to prevent fatigue.
Optimise for best-performing placements (e.g., Stories vs. Feed).
Pro Tip: Use Facebook’s Split Test feature for structured A/B testing.
If you’re not sure which elements to test in your Klaviyo emails, take a look at 10 Essential A/B Tests to Boost Email Conversions.
Measuring Success: Key Metrics to Track
Tracking the right key performance indicators (KPIs) ensures your Klaviyo Facebook Ads campaigns are delivering maximum results. Below are the essential metrics, how to analyse them, and what industry benchmarks tell us about a successful campaign.
1. Return on Ad Spend (ROAS)
Definition: ROAS measures the revenue generated for every dollar spent on Facebook Ads.
Why It Matters:
A high ROAS indicates that your ad budget is being used efficiently.
It helps determine if your targeting strategy and creative messaging are driving profitable conversions.
Brands using Klaviyo’s audience syncing often see higher ROAS due to better segmentation.
How to Improve ROAS:
Use high-LTV audiences from Klaviyo for better targeting.
Exclude recent purchasers to avoid wasted ad spend.
Optimise landing pages to ensure ad traffic converts.
If you’re struggling with low returns, check out Klaviyo Attribution Model 101: Elevate Your Marketing ROI.
2. Click-Through Rate (CTR)
Definition: CTR measures how often people who see your ad click on it.
Why It Matters:
A high CTR indicates that your ads are relevant and engaging.
Facebook rewards high-CTR ads with lower CPMs (cost per 1,000 impressions).
How to Improve CTR:
Use dynamic product ads to showcase personalised items.
A/B test creatives (e.g., static images vs. videos).
Optimise ad copy with clear CTAs (e.g., “Claim 10% Off Today”).
If you’re focused on boosting email CTR, here’s a guide on 15 Actionable Strategies to Improve Click-Through Rate.
3. Conversion Rate
Definition: The percentage of users who take a desired action after clicking on your ad (e.g., purchase, sign-up).
Why It Matters:
A low conversion rate suggests issues with landing pages, checkout experience, or audience targeting.
Facebook Ads work best when combined with Klaviyo flows to nurture leads post-click.
How to Improve Conversion Rate:
Optimise product pages with trust signals (reviews, UGC).
Reduce friction at checkout (1-click checkout, fewer form fields).
Follow up with Klaviyo SMS & email reminders for abandoned carts.
4. Cost per Acquisition (CPA)
Definition: The cost of acquiring a new customer through Facebook Ads.
Why It Matters:
High CPA = inefficiency in targeting or creative performance.
Klaviyo-powered retargeting can lower CPA by 30-50%
How to Lower CPA:
Use Klaviyo’s audience exclusions (e.g., exclude one-time buyers).
Leverage Lookalike Audiences based on high-value customers.
Improve ad relevance score to lower bid costs.
5. Frequency Score
Definition: The estimated average number of times each person in your ad's reach saw the ad.
Here's a more detailed breakdown:
Impressions: The total number of times your ad was displayed.
Reach: The number of unique people who saw your ad.
Why It Matters:
High frequency (5x+) = ad fatigue, leading to lower CTR & higher CPA.
Retargeting ads should stay under a 3.0 frequency score.
How to Manage Frequency:
Rotate new creatives every 7-10 days.
Use sequential messaging (e.g., first ad → reminder ad → urgency ad).
FAQs
1. Can I sync multiple Klaviyo segments with the same Facebook Ad account?
Yes, you can sync multiple Klaviyo lists and segments to different Facebook Custom Audiences within the same ad account.
2. How do I stop showing Facebook Ads to recent buyers?
Exclude post-purchase customers by using a Klaviyo segment that removes buyers within the last 30 days.
3. Can I create dynamic product ads using Klaviyo’s synced audiences?
Yes, you can run Dynamic Ads on Facebook using product recommendations tailored to each Klaviyo audience segment.
4. Can I run SMS and Facebook Ads together using Klaviyo?
Yes! Klaviyo SMS + Meta Ads create a powerful multi-touchpoint experience, boosting engagement and conversions.
5. What’s the difference between a prospecting campaign and a retargeting campaign?
Prospecting: Uses Lookalike Audiences to reach new customers.
Retargeting: Uses engaged Klaviyo segments (cart abandoners, past buyers) to increase conversions.
Conclusion
Integrating Klaviyo with Facebook Ads is a must-have strategy for e-commerce brands looking to maximise ad spending, increase conversions, and improve customer retention. By syncing high-intent email & SMS segments with Meta’s targeting capabilities, you can create a multi-channel marketing strategy that reaches the right customers at the perfect time.
Avoid common mistakes, refine audience segmentation, and track key metrics to ensure long-term success. If your ads aren’t performing as expected, refining your targeting and leveraging Klaviyo’s advanced automation will help turn things around.
Key Takeaways
Why Integrate Klaviyo with Facebook Ads? Syncing email & SMS segments improves ad targeting and audience reach.
How to Set Up Klaviyo Facebook Ads Integration Connect Klaviyo to Meta Ads, sync high-intent segments, and enable Lead Ads Sync.
Advanced Strategies for Maximum ROAS Use Lookalike Audiences, combine email & ads, and exclude low-engagement subscribers.
Common Pitfalls & How to Fix Them Address delayed audience sync, ad fatigue, and high CPA with strategic exclusions and updates.
Key Metrics to Track for Success Monitor ROAS, CTR, conversion rates, and CPA to optimise campaign performance.
Tired of wasting money on Facebook ads with little return?
Let Klaviyo boost your targeting for real results. Click here for a free audit and start optimising your ad performance today!
Learn how to integrate Klaviyo with Meta Ads to boost ROAS, optimise audience targeting, and drive higher conversions. This step-by-step guide covers setup, advanced strategies, and common pitfalls to avoid.
Integrating Klaviyo with Facebook Ads is a game-changer for e-commerce brands looking to boost sales and improve customer retention. By syncing Klaviyo’s powerful segmentation with Facebook’s ad targeting, you can create highly personalised, data-driven campaigns that drive conversions.
Why Does This Matter?
Better Audience Targeting – Reach high-intent shoppers at the right time.
Higher ROAS (Return on Ad Spend) – Reduce wasted ad spending with precision targeting.
Improved Retention – Keep customers engaged through multi-channel touchpoints.
In this guide, you’ll learn:
How to connect Klaviyo with Facebook Ads step by step.
Advanced strategies to optimise your ad spend and segmentation.
Common mistakes to avoid when running integrated campaigns.
Why Integrate Klaviyo with Facebook (Meta Ads)?
Key Benefits of Integration
Klaviyo and Facebook Ads are two of the most powerful tools in e-commerce marketing. When combined, they allow brands to create a seamless, data-driven marketing strategy that ensures the right message reaches the right customer at the right time. Here’s why this integration is essential:
1. Sync Email & SMS Segments with Facebook Ads for Unified Messaging
With Klaviyo’s segmentation and behavioural tracking, you can create highly targeted lists based on purchase history, browsing behaviour, and engagement levels.
Syncing these segments with Facebook Ads ensures consistent messaging across email, SMS, and paid media, creating a cohesive customer experience.
2. Increase Retargeting Efficiency by Engaging Warm Audiences
Instead of serving ads to cold audiences who may never engage, Klaviyo’s data enables you to retarget high-intent users, such as cart abandoners and repeat buyers.
This results in higher conversion rates and lower customer acquisition costs (CAC) because you’re reaching people already familiar with your brand.
3. Enhance Lookalike Audience Accuracy with Klaviyo’s Customer Data
Facebook’s Lookalike Audiences perform best when fed with high-quality source data.
By exporting your best customers (high-LTV buyers, frequent purchasers, VIPs) from Klaviyo to Facebook, you can create 1% Lookalike Audiences that closely mirror your top customers, leading to more profitable ad spend.
If you’re looking for other ways to segment audiences effectively in Klaviyo, check out 3 Klaviyo Segmentation Strategies to Boost DTC Sales.
4. Reduce Wasted Ad Spend by Excluding Converted Buyers
Many brands make the mistake of showing ads to customers who have already purchased, leading to a wasted budget.
Klaviyo’s post-purchase segments allow you to automatically exclude these customers from active campaigns, ensuring your budget goes toward acquiring new customers instead.
If you want to explore how to create effective post-purchase emails that drive engagement, read 10 Post-Purchase Email Examples to Boost Customer Loyalty and Drive Repeat Sales.
How to Set Up Klaviyo Facebook Ads Integration (Step-by-Step)
Integrating Klaviyo with Facebook Ads allows you to sync your email and SMS segments directly with Facebook Custom Audiences, improving targeting and efficiency. Follow these steps to set up the integration properly.
Step 1: Connect Klaviyo with Facebook Ads Manager
1. Access Klaviyo Integrations:
Log in to your Klaviyo account.
Navigate to the Integrations tab.
2. Add Meta Ads Integration:
Click on Add Integration and search for Meta Ads.
Select the Meta Ads card and click Install.
3. Authenticate with Facebook:
Click Connect to Meta Ads.
Log in with your personal Facebook account associated with your business.
Review and accept Meta's terms of service if prompted.
4. Select Data to Sync:
Choose to sync Custom Audiences, Lead Ads, or both.
Click Next to proceed.
5. Configure Custom Audience Sync:
Select the appropriate Ad Account.
Click Add Connection.
Choose a Klaviyo List or Segment and map it to a corresponding Meta Custom Audience.
Add additional connections as needed.
Click Next to continue.
6. Set Up Lead Ad Sync (Optional):
Select the relevant Facebook Page.
Click Add Connection.
Choose a Meta Lead Ad, a Klaviyo List for new leads, and specify the Subscription type (e.g., email, SMS).
Add more connections if necessary.
Click Complete Setup to finalize.
7. Confirmation:
A success message will confirm that your Meta Ads account is now connected to Klaviyo.
Step 2: Sync Klaviyo Segments with Facebook Custom Audiences
1. Create a New Segment in Klaviyo:
Go to the Lists & Segments tab.
Click Create List / Segment and select Segment.
2. Define Segment Criteria:
Set conditions based on customer behaviour or attributes (e.g., engaged subscribers, past buyers, cart abandoners).
3. Sync Segment to Facebook Audience:
Within the segment's settings, navigate to the Settings tab.
Click Push to Facebook Custom Audience.
Select the appropriate Ad Account and confirm the sync.
Step 3: Use Klaviyo for Lead Generation (Meta Lead Ads Sync)
1. Enable Facebook Lead Ads Sync in Klaviyo:
Ensure the Meta Ads integration is connected as outlined in Step 1.
2. Create a Lead Ad Connection:
In Klaviyo, go to the Integrations tab.
Select Meta Ads and navigate to the Lead Ads tab.
Click Add Connection.
3. Configure Lead Ad Settings:
Choose the desired Meta Lead Ad from the dropdown.
Select a Klaviyo List to add new leads.
Specify Subscription preferences (e.g., subscribe to email, SMS, both, or none).
4. Map Lead Data Fields:
Ensure that fields from the lead ad form (e.g., email, phone number) are correctly mapped to Klaviyo properties.
5. Set Up an Automated Welcome Flow:
In Klaviyo, create a Flow triggered by new list additions.
Design an automated Welcome Series to engage new leads promptly.
Advanced Strategies to Optimise Klaviyo Facebook Ads Integration
Taking your Klaviyo-Facebook Ads integration beyond simple syncing can significantly boost ROAS. Below are strategic use cases and advanced strategies to refine targeting, improve segmentation, and enhance multi-channel marketing.
1. Build Lookalike Audiences for High-Quality Prospecting
Use high-LTV Klaviyo segments (VIP buyers, repeat customers) to create 1% Lookalike Audiences in Facebook Ads.
Why it works: Lookalikes based on actual purchase data outperform interest-based targeting, increasing acquisition efficiency.
Learn more about segmentation and predictive targeting in Klaviyo Predictive Analytics: AI Guide & 3 Use Cases.
2. Exclude Irrelevant Audiences to Reduce Wasted Ad Spend
Exclude post-purchase customers (e.g., those who bought within 7-30 days) to avoid unnecessary ad spend.
Remove unengaged subscribers (no email opens in 90+ days) to improve ad relevance.
Exclude users already in checkout flows (e.g., those in abandoned cart sequences).
Learn more about common email segmentation mistakes in 15 Top Email Marketing Mistakes to Avoid When Using Klaviyo.
3. Cart Abandonment Retargeting
Issue: Customers leave items in their cart without completing checkout.
Solution: Sync a Cart Abandoners segment from Klaviyo to Facebook Ads.
Execution: Send an email reminder within an hour, followed by a Facebook ad featuring the abandoned product and a limited-time incentive to complete the purchase.
4. Upselling to High-AOV Customers
Issue: High-value buyers aren’t upgrading to premium products.
Solution: Create a VIP segment in Klaviyo and sync it to Facebook Ads.
Execution: Show exclusive ads promoting premium products, reinforcing the message with an automated Klaviyo email sequence for high-AOV customers.
5. Converting Engaged Subscribers
Issue: Subscribers open emails but don’t click or convert.
Solution: Target Engaged Email Subscribers (opened but not clicked) with Facebook Ads.
Execution: Run retargeting ads featuring the same product or message as the email, testing different formats (carousel, video, static images) to boost engagement.
6. Combine Email & Facebook Ads for Multi-Touchpoint Marketing
Pre-BFCM Campaigns: Send VIP early access emails, then retarget non-openers with Facebook ads.
Back-in-Stock Alerts: Notify via email & SMS, then reinforce with Facebook retargeting ads.
Post-Purchase Cross-Selling: Upsell relevant products via Klaviyo flows + dynamic Facebook ads.
Get expert insights on Black Friday Cyber Monday strategy in Mastering BFCM: The Ultimate Guide (2024).
Common Pitfalls & How to Avoid Them
Avoid these common mistakes to maximise your Klaviyo Facebook Ads integration and improve campaign performance.
Mistake 1: Delayed Audience Sync
Issue: Facebook takes 24-48 hours to process synced audiences, causing delays in targeting.
Fix:
Plan campaigns in advance to account for sync delays.
Enable real-time syncing in Klaviyo.
Pro Tip: Manually update your Klaviyo list to trigger an immediate sync.
Mistake 2: Overlapping Audience Targeting
Issue: Targeting the same users across multiple ads sets wastesthe budget and increases ad fatigue.
Fix:
Use audience exclusions (e.g., exclude past buyers from prospecting).
Check overlap in Facebook Ads Manager > Audience Overlap Tool.
Allocate budget based on audience intent (e.g., engaged subscribers vs. cold leads).
Pro Tip: Segment audiences by engagement (e.g., high open rates vs. low engagement) for precise targeting.
Mistake 3: Not Testing Ad Variations
Issue: Running a single creative or generic message leads to low CTR and high CPA.
Fix:
A/B test creatives, messaging, and offers to find the best-performing ads.
Refresh ad visuals every 7-14 days to prevent fatigue.
Optimise for best-performing placements (e.g., Stories vs. Feed).
Pro Tip: Use Facebook’s Split Test feature for structured A/B testing.
If you’re not sure which elements to test in your Klaviyo emails, take a look at 10 Essential A/B Tests to Boost Email Conversions.
Measuring Success: Key Metrics to Track
Tracking the right key performance indicators (KPIs) ensures your Klaviyo Facebook Ads campaigns are delivering maximum results. Below are the essential metrics, how to analyse them, and what industry benchmarks tell us about a successful campaign.
1. Return on Ad Spend (ROAS)
Definition: ROAS measures the revenue generated for every dollar spent on Facebook Ads.
Why It Matters:
A high ROAS indicates that your ad budget is being used efficiently.
It helps determine if your targeting strategy and creative messaging are driving profitable conversions.
Brands using Klaviyo’s audience syncing often see higher ROAS due to better segmentation.
How to Improve ROAS:
Use high-LTV audiences from Klaviyo for better targeting.
Exclude recent purchasers to avoid wasted ad spend.
Optimise landing pages to ensure ad traffic converts.
If you’re struggling with low returns, check out Klaviyo Attribution Model 101: Elevate Your Marketing ROI.
2. Click-Through Rate (CTR)
Definition: CTR measures how often people who see your ad click on it.
Why It Matters:
A high CTR indicates that your ads are relevant and engaging.
Facebook rewards high-CTR ads with lower CPMs (cost per 1,000 impressions).
How to Improve CTR:
Use dynamic product ads to showcase personalised items.
A/B test creatives (e.g., static images vs. videos).
Optimise ad copy with clear CTAs (e.g., “Claim 10% Off Today”).
If you’re focused on boosting email CTR, here’s a guide on 15 Actionable Strategies to Improve Click-Through Rate.
3. Conversion Rate
Definition: The percentage of users who take a desired action after clicking on your ad (e.g., purchase, sign-up).
Why It Matters:
A low conversion rate suggests issues with landing pages, checkout experience, or audience targeting.
Facebook Ads work best when combined with Klaviyo flows to nurture leads post-click.
How to Improve Conversion Rate:
Optimise product pages with trust signals (reviews, UGC).
Reduce friction at checkout (1-click checkout, fewer form fields).
Follow up with Klaviyo SMS & email reminders for abandoned carts.
4. Cost per Acquisition (CPA)
Definition: The cost of acquiring a new customer through Facebook Ads.
Why It Matters:
High CPA = inefficiency in targeting or creative performance.
Klaviyo-powered retargeting can lower CPA by 30-50%
How to Lower CPA:
Use Klaviyo’s audience exclusions (e.g., exclude one-time buyers).
Leverage Lookalike Audiences based on high-value customers.
Improve ad relevance score to lower bid costs.
5. Frequency Score
Definition: The estimated average number of times each person in your ad's reach saw the ad.
Here's a more detailed breakdown:
Impressions: The total number of times your ad was displayed.
Reach: The number of unique people who saw your ad.
Why It Matters:
High frequency (5x+) = ad fatigue, leading to lower CTR & higher CPA.
Retargeting ads should stay under a 3.0 frequency score.
How to Manage Frequency:
Rotate new creatives every 7-10 days.
Use sequential messaging (e.g., first ad → reminder ad → urgency ad).
FAQs
1. Can I sync multiple Klaviyo segments with the same Facebook Ad account?
Yes, you can sync multiple Klaviyo lists and segments to different Facebook Custom Audiences within the same ad account.
2. How do I stop showing Facebook Ads to recent buyers?
Exclude post-purchase customers by using a Klaviyo segment that removes buyers within the last 30 days.
3. Can I create dynamic product ads using Klaviyo’s synced audiences?
Yes, you can run Dynamic Ads on Facebook using product recommendations tailored to each Klaviyo audience segment.
4. Can I run SMS and Facebook Ads together using Klaviyo?
Yes! Klaviyo SMS + Meta Ads create a powerful multi-touchpoint experience, boosting engagement and conversions.
5. What’s the difference between a prospecting campaign and a retargeting campaign?
Prospecting: Uses Lookalike Audiences to reach new customers.
Retargeting: Uses engaged Klaviyo segments (cart abandoners, past buyers) to increase conversions.
Conclusion
Integrating Klaviyo with Facebook Ads is a must-have strategy for e-commerce brands looking to maximise ad spending, increase conversions, and improve customer retention. By syncing high-intent email & SMS segments with Meta’s targeting capabilities, you can create a multi-channel marketing strategy that reaches the right customers at the perfect time.
Avoid common mistakes, refine audience segmentation, and track key metrics to ensure long-term success. If your ads aren’t performing as expected, refining your targeting and leveraging Klaviyo’s advanced automation will help turn things around.
Key Takeaways
Why Integrate Klaviyo with Facebook Ads? Syncing email & SMS segments improves ad targeting and audience reach.
How to Set Up Klaviyo Facebook Ads Integration Connect Klaviyo to Meta Ads, sync high-intent segments, and enable Lead Ads Sync.
Advanced Strategies for Maximum ROAS Use Lookalike Audiences, combine email & ads, and exclude low-engagement subscribers.
Common Pitfalls & How to Fix Them Address delayed audience sync, ad fatigue, and high CPA with strategic exclusions and updates.
Key Metrics to Track for Success Monitor ROAS, CTR, conversion rates, and CPA to optimise campaign performance.
Tired of wasting money on Facebook ads with little return?
Let Klaviyo boost your targeting for real results. Click here for a free audit and start optimising your ad performance today!
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