Getting started with Facebook Advertising

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Learn how to integrate Facebook Advertising with Klaviyo. The advertising integration with Facebook provides two main features:

  • Sync lists and segments to Facebook as Custom Audiences so that you can advertise to these subscribers, as well as create Lookalike Audiences.
  • Add subscribers who sign up via Facebook Lead Ad Forms to a list in Klaviyo.

Add the Facebook Advertising integration

  1. In Klaviyo, click your account name in the lower left corner and then select Integrations.
  2. Click the All Integrations tab and search for Facebook on the list of available integrations. Then click Add Integration.
    Klaviyo All Integrations tab with Facebook in search results
  3. On the next page, click Connect to Facebook Advertising to begin setup. You will be directed to Facebook to give Klaviyo the permissions required to sync your data.
  4. If this is your first time setting up an integration with Facebook you may need to accept Terms of Service. If you receive a warning message that you have not yet completed the terms of service step, you will be required to do so in Facebook to proceed.
    Facebook Advertising page in Klaviyo with Connect to Facebook Advertising with blue background
  5. Confirm your Facebook login using the personal account tied to your Facebook business account. If you have already synced your Facebook account previously, you can quickly setup the integration by continuing with the same account and settings. Otherwise, ensure you are logged in to the correct account and click Continue as...
    Popup reading you've previously linked Klaviyo to Facebook with options to Edit Settings or Continue As
    If you are working with an agency or if you have multiple people working on your advertising account, only Facebook users with admin permissions will be able to manage lead ads and custom audiences.
  6. Confirm which Facebook business account you wish to sync. If your Facebook login is tied to more than one business account, you will need to select the one you wish to sync by clicking on the checkmark next to the account name. Click Next.
    Popup What pages do you want to use with Klaviyo? with one page and Next with blue background
  7. We recommend that you accept the default permission options on the next page. Any modification to these settings will likely cause your integration to break. Click Done to finish. After the authentication process is complete, you will be redirected back into Klaviyo.
    Popup listing Klaviyo permissions with Done with blue background and Back with gray background
  8. Back in Klaviyo, you will be prompted to Confirm New Integration. Review that your account name is correct and click Integrate.
    Confirm new integration popup with integrate with blue background
  9. You will be prompted to choose which Advertising Account you want to connect with in order to sync Custom Audiences. Select your business’s Facebook page, then click Connect to Account.
    • You may also skip this section to update Lead Ad Settings only by selecting Skip to Lead Ad Settings, though we recommend setting up your Custom Audience when you integrate your account to get the most out of the Facebook Advertising integration.
      Choose a Facebook Advertising account in Klaviyo with Connect to Account with blue background
  10. If you chose Connect to Account, you will be prompted to add a Custom Audience sync. Select a Klaviyo List or Segment from the first dropdown menu, then select a Facebook Custom Audience from the second dropdown. You can make multiple custom audience syncs.
    Custom audience settings page in Klaviyo with list of syncs
  11. After you've added your Custom Audience sync(s), click Continue to Lead Ad Settings.
  12. On the next page, select a Facebook Lead Ad from the first dropdown menu, then select a Klaviyo List from the second dropdown.
    Lead Ad settings page in Klaviyo with list of connections
  13. You can click Add Lead Ad Connection again to sync additional lead ads with Klaviyo.
  14. Once you've added all the Lead Ad connections you want, click Done. You should be returned to the integration settings page and receive a green pop-up informing you that your integration has been updated. 

The Facebook integration syncs with Klaviyo every hour.

More about the Custom Audience sync

When planning your Custom Audience sync, be sure to choose a list or segment with over 100 profiles; Facebook requires a minimum of 100 profiles to create a Custom Audience.

Your list or segment will begin a one-to-one sync with the selected Facebook audience. When you create a new sync from Klaviyo to Facebook it can take up to 24 hours for the custom audience in Facebook to populate. This is due to a delay in Facebook accepting and processing profiles from Klaviyo.

As profiles are added or removed from your list or segment, they will also be added or removed from that audience on an hourly basis. One thing to note is that only email addresses within Klaviyo that are associated with a Facebook login will be synced, so the size of your audience may not match exactly with the size of your list/segment.

You can always add a Custom Audience sync at a later time. To do this, click your account name in the lower left corner, select Integrations, find the Facebook integration, and click View Settings. Navigate to Custom Audience Settings, and click Add Custom Audience Sync at the bottom of the window. If you want to change the Custom Audience associated with a given list of segment, first delete the sync you no longer want. Then, click Add Custom Audience sync to set up a new sync.

More about the Lead Ad sync

You are able to sync a Facebook Lead Ad to one or more Klaviyo lists. You can sync Lead Ads using the same lists as your Custom Audiences.

Klaviyo's double opt-in feature is not supported for customers filling out Lead Ads. Any customer that fills out a Lead Ad you have synced to a list will be added to your account and available to be emailed.

You can set up more Lead Ad syncs after initially integrating. To do this, click your account name in the lower left corner, select Integrations, find the Facebook integration, and click View Settings. Find Lead Ad Settings, and click Add Lead Ad Connection

After Lead Ad connections are made in your account, the only way to alter the sync is to delete the current sync and add a new connection.

When you connect a Facebook Lead Ad to a list in Klaviyo, all future signups will be added to your list. If you want to add contacts that signed up to your lead ad prior to integrating with Klaviyo, you can export the list from Facebook and import the contacts into Klaviyo.

You can connect a maximum of 10 lead ads to a specific list in Klaviyo.

The "Filled Out Lead Ad" metric

Whenever someone fills out a Lead Ad Form, Klaviyo will track a Filled Out Lead Ad event. A timeline view of all Lead Ad activity can be viewed by navigating to the Metrics tab, under Analytics, and filtering by Facebook. The metric will appear only after a lead ad has been filled out. If there are currently no Filled Out Lead Ad metrics in your account, we recommend you check to ensure a lead ad has been filled out.

You can use the Filled Out Lead Ad event to build segments or trigger/filter flows. For example, you may want to create a welcome series flow for new Facebook leads - just be sure to filter them out of the list's main welcome series.

The example below shows a flow triggered by the Filled Out Lead Ad metric. This flow also contains a trigger filter that only captures customers who fill out the ad with AdId 1234567.

Flow in Klaviyo flow builder triggered by Filled Out Lead Ad

All new Facebook leads who are added to a Klaviyo list will also have this Filled Out Lead Ad metric attached to their individual profiles. If a profile already exists associate with the lead's email address, Klaviyo won't create a duplicate, but instead will start tracking Facebook Advertising data on the person's existing profile.

Any questions or additional fields on your Lead Ad Form will also sync to Klaviyo for each new lead. These form responses will get recorded as custom properties on the lead's Klaviyo profile.

Klaviyo profile with custom properties section higlighted in white

Best practices

Custom Audiences

While Facebook has a lot of information about its users (age, gender, location, etc.), you likely have a lot of information about your users, too.

The same segmentation used for targeted emails can be used for targeted ads:

  • Cart abandoners
    Target customers who started a checkout in the past seven days, but haven't placed an order in the past seven days, with an ad that echos the message or discount you provide in your abandoned cart flow.
  • Winback
    Target customers that haven’t purchased in a while featuring popular/trending items.
  • Re-engage
    Target inactive subscribers with a relevant Facebook ad featuring items they’ve viewed on your site or featuring a limited time offer promotion.
  • Cross-sell
    Target customers who have bought one product (e.g. pants) with a different but complementary product (e.g. shirts).
  • New customer
    Target those that have visited your site but never purchased to encourage first-time conversions.
  • Cross-channel
    Target those you're already reaching by email with a relevant Facebook ad that reinforces the message and has a similar call-to-action (CTA).
  • Lookalike
    Take a VIP list or segment in Klaviyo and create a Lookalike Audience in Facebook to reach new leads that resemble your best customers.

Lead Ads

In Klaviyo, you can create a segment of VIP customers or otherwise engaged subscribers. You can build this segment based on different criteria, such as:

  • Website activity
    Use Active on Site and Viewed Product metrics to segment frequent site visitors.
  • Purchase behavior
    Use a Placed Order metric, and apply a frequency and/or a timeframe filter, to capture loyal customers (for example, everyone that has placed at least 2 orders in the last 6 weeks).
  • Lifetime value
    Use the Revenue metric to segment those that have purchased over a certain amount over all time.

Sync this VIP segment to a Custom Audience in Facebook. Once you do this, you can create a Lookalike Audience to try to find new customers with similar interests and attributes. Target this audience with the same introductory offer you would run on your website, except in order to receive it, all they need to do is fill out the form attached to your Lead Ad on Facebook.

From here, when these new leads come into Klaviyo through your Lead Ad, you can trigger a targeted welcome series flow to get these new prospective customers to use their offer.

Outcome

You've now integrated Facebook Advertising with Klaviyo account and learned about best practices for using the integration.

Additional resources

Klaviyo resources

Facebook resources

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