How to sync Meta lead ad subscribers to Klaviyo

You will learn

Learn how to sync subscribers (both email and SMS) collected through a Meta lead ad to Klaviyo, via Klaviyo’s Meta Ads integration. First, you’ll create a lead ad to collect subscriptions and include disclaimer text. Then, you’ll use Klaviyo’s Meta Ads integration to sync lead ad subscribers to a Klaviyo list. We’ll also cover how to edit a pre-existing lead ad sync.

The information provided here is intended to be educational and should not be construed as legal advice. Klaviyo encourages all of our customers — and all ecommerce merchants — to work with their legal counsel to ensure they are complying with all applicable laws in connection with their marketing activities.

Before you begin

You need permission to manage integrations in Klaviyo and Facebook access with full control of the Page you want to connect.

To collect SMS subscriptions, turn on SMS in Klaviyo and have an active sending number for the country where you want to collect consent.

It is important to understand and adhere to best practices around collecting consent in your region. Before continuing, review the following articles as applicable:

• To learn about consent in Klaviyo profiles, including best practices for email and SMS compliance, read Understanding consent in profiles.
• To learn about SMS consent and how to properly collect it, read Understanding SMS consent collection.
• To learn about collecting GDPR compliant consent, read How to collect GDPR-compliant consent.

About the lead ad sync

There is no historical sync for lead ads. Data from lead ads syncs to Klaviyo on an ongoing basis, in real time.

When you sync a lead ad with a Klaviyo list, the following will happen:

• Those who sign up to your lead ad will be added to the Klaviyo list you selected.
• If you choose to subscribe profiles to email or SMS (or both) this consent will be added to the individual’s profile in Klaviyo.
• If you choose to subscribe profiles to email or SMS, and you have double opt-in enabled for the selected list, the individual will receive double opt-in messaging. Note that double opt-in messaging may take up to an hour to send, and that the profile will not be added to your list until they complete the double opt-in process.
• If you choose to subscribe profiles to email or SMS, and you have a list-triggered welcome flow enabled for the selected list or a subscription-triggered welcome flow for that channel, the individual can enter the welcome flow. If the list uses double opt-in, new subscribers must confirm their subscription first.
• If you choose Do not subscribe, the individual will be added to the list you select without changing their existing marketing consent or sending a double opt-in message. This does not trigger a welcome flow based on a new email or SMS subscription. It can trigger a list-based welcome flow, but entering a flow does not guarantee message delivery. SMS marketing messages still require SMS consent.

Create a lead ad form to collect subscribers

When creating your lead ad form in Meta, make sure to do the following:

• Collect explicit consent for email and SMS separately. An email address or phone number alone does not establish consent.
• Match the Subscription choice in Klaviyo to the consent your form collects. This choice applies to the connection. Klaviyo does not check each lead’s checkbox answers before subscribing them. Do not select a channel if people can submit their details without consenting to that channel.
• For the following profile fields, use a supported field name in your lead ad so it maps correctly in Klaviyo. Examples include:
  • Email
    email, e-mail, correo_electrónico, e-post
  • First Name
    first_name, nombre, fornavn
  • Last Name
    last_name, apellidos, etternavn
  • Full Name
    full_name, nombre_completo, fullt_navn
  • Phone number
    phone, phone_number
• Collect an email address when using Subscribe to email, Subscribe to email and text messaging, or Do not subscribe. Include a phone number for SMS subscriptions. Leads with only a phone number can sync when you select Subscribe to text messaging.
• Review the materials around consent and compliance linked in the Before you begin section above.
• Add disclaimer/consent collection language to your lead ad form. The requirements vary for email and SMS. See table below for example disclaimer text.

Suggested disclaimer text

How to sync subscribers from lead ads to Klaviyo

You can create a new connection when initially integrating Klaviyo with Meta Ads, or you can add one after integrating. You can also edit existing connections after integrating. If you haven’t yet integrated Klaviyo with Meta Ads, follow the instructions in Getting started with Meta Ads. Creating a new connection after integrating and editing an existing connection will be outlined below.

How to create a new connection (after integrating)

1. In Klaviyo, select Integrations.
2. Select Meta Ads from the list.
3. Select the Lead ads tab. If you haven’t set up lead ad syncing yet, click Get started.
4. If no Facebook Page is connected yet, select the Page from the Facebook Page dropdown. Once saved, the connected Page cannot be changed here.
5. Under Connections, use the blank connection row, or click Add connection if you need a new row.

6. Select a lead ad from the Meta lead ad dropdown, then select a Klaviyo list from the corresponding dropdown.
7. In the Subscription dropdown, choose Subscribe to email, Subscribe to text messaging, Subscribe to email and text messaging, or Do not subscribe. Choose only channels for which your form collects consent.

8. Add as many connections as you would like. Note that a given lead ad can only be chosen in one sync. When you are finished, click Save.

How to edit an existing connection

Prior to April 6, 2023, lead ad connections synced signups to a Klaviyo list but did not mark profiles as consented to email or SMS, or send them double opt-in messaging.

If you previously created a lead ad connection and want to subscribe new signups going forward, you can edit your pre-existing connection. You can also edit your pre-existing connection to change its Klaviyo list.

To edit a pre-existing connection:

1. In Klaviyo, select Integrations.
2. Select Meta Ads from the list.
3. Select the Lead ads tab.
4. Under Connections, find the connection you want to edit, then click the triple dots. Then, click Edit.
   

5. Update the Klaviyo list or Subscription choice. To subscribe new signups, choose the email, text messaging, or combined subscription option that matches the consent your form collects.

6. When you are finished, click Save.

Outcome

You’ve now learned how to sync subscribers collected via a Meta lead ad form to Klaviyo, and how this sync works.

Additional resources