Meta Ads data reference

You will learn

Learn about the data that syncs from Meta Ads to Klaviyo, and from Klaviyo to Meta, through Klaviyo's Meta Ads integration.

Before you begin

Before data can sync between Klaviyo and Meta, you must first integrate with Meta Ads, which includes syncing a Klaviyo list or segment with a Meta audience, and/or syncing a Lead Ad.

Data synced with Meta audiences

You can sync your Klaviyo lists and segments with Meta audiences. Klaviyo pushes email addresses to a Meta audience in a one-way sync. Due to Meta limitations, custom audiences can take 24-48 hours to update in Meta.

This is how data is synced between Klaviyo and Meta audiences:

• Klaviyo pushes email addresses to a Meta audience.
• Meta matches the email addresses Klaviyo sends to its users. Your Meta audience may be smaller than your Klaviyo list or segment if some email addresses cannot be matched.
• As profiles are added or removed from the list or segment, they will also be added or removed from the Meta audience.

Data synced from Lead Ad forms

When you connect a Lead Ad form to a Klaviyo list, profile information from submissions syncs to your account. Only lists, not segments, can be synced with Lead Ad forms. Lead Ad forms can be placed on Facebook or Instagram, so profile information can be pulled from either social media source. Data from lead ads syncs to Klaviyo in real time. Historical lead ad submissions are not backfilled.

Your connection's subscription setting determines whether new leads are subscribed to email, SMS, both, or neither. If you choose to subscribe leads and the list uses double opt-in, new subscribers must confirm before they are added to the list. With Do not subscribe, Klaviyo adds leads to the list without subscribing them to marketing. Learn how to sync Meta lead ad subscribers to Klaviyo.

Profile information

The design of your Lead Ad form determines what information is pulled into Klaviyo. For example, a Lead Ad with fields for email address and first name will pull in that information. If you include a phone number field on your Lead Ad form, a phone number will be pulled in as well. Answers to additional form questions sync as custom properties on the profile.

Filled Out Lead Ad metric

When a person signs up via a Lead Ad form, the person’s profile information is synced into Klaviyo along with a Filled Out Lead Ad event.

To view the metric, go to Analytics > Metrics. In the Integration filter, select Meta Ads, then select Filled Out Lead Ad. The metric is associated with a Meta icon.

The Filled Out Lead Ad event is recorded when a person submits a connected Lead Ad form on Facebook or Instagram. It does not confirm that the person has subscribed to email or SMS marketing. The event is associated with additional properties known as metadata.

This is a list of metadata associated with the Filled Out Lead Ad metric:

• AdId
  The ID of the ad associated with the submission, available in your Meta ad account
• AdName
  The name of the Ad
• AdsetName
  The name of the parent Ad Set
• CampaignName
  The name of the Campaign that contains the ad
• FormName
  The name of the Lead Ad form in Meta
• PageName
  The name of the Facebook page connected to the lead ad sync
• Platform
  The platform on which the ad appears: either Facebook (fb) or Instagram (ig)

Klaviyo gives you the ability to filter and segment based on all metrics and metadata pulled into your account, so you can customize your customer journey on a granular level.

Additional resources