Create a Value-Based Lookalike Audience with Klaviyo CLV

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Overview

You can export your Klaviyo customer lifetime value (CLV) data for a particular list or segment, then upload this list or segment as a custom audience to Facebook. Because you're including CLV data in your upload to Facebook, you can then use this custom audience as a source to create a value-based lookalike audience. Essentially, for whichever list or segment you export from Klaviyo, you're finding customers with a similar data profile on Facebook. In this case, because you're including CLV data, you have a much better data point when deciding how much to spend advertising to this group of customers.

Prerequisites for CLV Data

Please note that CLV data will only be available to export when you meet the following requirements:

  • At least 500 customers have placed an order. This does not refer to active profiles, but the number of people who have actually made a purchase with your business. If the CLV section is on a profile but is blank, this means we don't have enough data on that individual to make a prediction.
  • You have an ecommerce integration (e.g., Shopify, BigCommerce, Magento) or use our API to send placed orders.
  • You have at least 180 days of order history with the current integration and have orders within the last 30 days.
  • You have at least some customers who have placed three or more orders.

You can read more about predictive analytics in Klaviyo as well as our guide to segmenting by CLV.

Export Your CLV Segment

Select the segment you want to export. Throughout this guide, we will be using our VIP segment, but there may be other segments that you choose to use depending on your business and advertising goals.

On the Export Review screen, include both the Email and Total Customer Lifetime Value properties. You can include more properties if you'd like. Check the details in Facebook's documentation.

Your segment will be saved to your computer as a CSV file. You will use this in the next section when creating a source custom audience in Facebook.

Create a Source Custom Audience

Login to your Facebook Ad Account and create a new Custom Audience. Select Customer File > Use a file that includes customer lifetime value (LTV) in the workflow.
FBCustomList1.png

If you haven't already, you'll be prompted to accept the terms of service for working with value-based audiences.
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Next, add your CSV file for upload, select the Original Data Source and Name Your Audience from the dropdown menus. On the next screen, you'll be prompted to choose your customer value column. From the dropdown, select Total Customer Lifetime Value to map your Klaviyo Total CLV to Facebook's LTV.
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Walk through previewing and mapping your data, and finish creating your audience. You'll now have the option to create a Lookalike Audience. We'll cover that process in the next section.

Create a Value-Based Lookalike Audience

If you've newly created a CLV Custom Audience, pick up where you left off and simply click Create a lookalike audience.
FBCustomList2.png

If not, log into your Facebook Ad account and create a new Lookalike Audience.

For Select Your Lookalike Source, choose the Custom CLV Audience you created in the previous section. Enter your audience location and size, and click Create Audience
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Your value-based lookalike audience is now available for you in Facebook for ad targeting. 

Read more about creating a value-based lookalike audience in Facebook's documentation.

Connecting a Source Custom Audience through Klaviyo

When you integrate a Klaviyo list or segment to a source custom audience, new profiles added to the list or segment are synced (pushed over) to the Facebook Custom Audience. You can sync a Klaviyo list or segment to a source customer audience.

If you connect a list or segment to a custom audience through Klaviyo, CLV information is not automatically passed over to Facebook. New customers added to your list or segment in Klaviyo will be synced over to Facebook, but because we do not natively support passing over CLV data, these customers will be added to your source customer audience with a default clv value. This could potentially skew the customers added to any value-based lookalike audiences connected to your source audience.

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