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.

Not crazy about manually exporting and importing? Make some noise by reaching out to our Product Team. Enter your email (and any specific feedback) below. A member of the team will follow up with you.

 

Check that CLV Data is Available in your Klaviyo Account

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

  • At least 500 customers have placed an order. This does not refer to Active Profiles, but rather the number of people who have actually made a purchase with your business. If this 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. We only consider orders that have a value and where the value is greater than zero.
  • You have at least 180 days of order history and have orders within the last 90 days.
  • You have at least some customers who have placed 3 or more orders.

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

Export your 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 > Include LTV for better performing lookalikes in the workflow.

If you haven't already, you'll be prompted to accept the terms of service for working with value-based audiences.

Working through the wizard, you'll have to add your CSV file, then select the Original Data Source. 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.

Continue through the wizard and complete creating your custom audience. On the last page of the wizard select the option to Create a Lookalike. We'll cover the details in the next section.

Create a value-based lookalike

From your Facebook Ads manager create a new lookalike audience. Select your source customer audience. If you followed the instructions above and selected Create Lookalike on the last step of the custom audience wizard, the lookalike audience wizard opens and prepopulates your source custom audience.

Select countries or regions for your lookalike audience and an approximate size. You can read more about creating a value-based lookalike audience in Facebook's documentation.

After you've created your value-based lookalike audience it is available for you in Facebook for targeting.

Connecting a Source Custom Audience through Klaviyo

When you create a source custom audience in Facebook, it will be available to sync to a list or segment in Klaviyo.

We do not currently recommend connecting a list or segment to a source custom audience through Klaviyo.

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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