Welcome to the community @Nanette 

The custom audience sync in Klaviyo pushes your selected segment or list to FB as a Facebook Custom Audience so you can target those audiences with ads if they have an FB/Insta account.

As you say, you could then use those Facebook Custom Audiences for ad targeting. As you already have those contacts captured in Klaviyo, it would be a ‘re-targeting’ ad campaign. However, what you can also do with those custom audiences is to create lookalike audiences for new lead generation. Those lookalike audiences will be selected based on the signals FB uses to find users who are similar to your Klaviyo/custom audiences. 

Does that answer your question?

Regards

Andy

Adding to what Andy said

In essence communication can flow in 2 directions. From Meta to Klaviyo or From Klaviyo to Meta.

Sending leads to Klaviyo is a great way to grow your audience, make sure to follow up on them with emails and keep them or make them engaged through email.

Sending data from Klaviyo to Meta allows you to retarget based on any segmentation you do in Klaviyo. This to allow you to better target your audience. You can also think of negative filters i.e. removing people that just bought.

Things to think about are: Segments based on order behavior (your VIP's), segments based on actions people took (added to cart - started checkout) or didn't take i.e. a good customer hasn't placed an order over 6 months or segments based on any first/zero party data, interests.

hope this helps a bit!

Omar Lovert // Polaris Growth // Klaviyo Master Platinum Partner

We help with e-commerce growth through CRO, Klaviyo and CVO

Hi Andy and Omar,

Thank you so much for your responses...very helpful information! I have a ton to learn on setting all of this up correctly!  Given the information you’ve shared, with just starting out and looking to bring in new subscribers with a lead gen ad...does it matter one way or another if I have a custom audience sync set up, since the Meta lead gen ad is targeting new leads? I currently have two audiences created - an email/newsletter and an SMS subscribers...and I’ve synced them to separate Meta audiences I created. I didn’t use either in my lead ad campaign since the campaign isn’t targeting existing folks (and I didn’t use a lookalike audience bc my existing audience in Klaviyo is fairly small). I just want to make sure I’m setting everything up correctly and capturing the correct information.  It’s all a bit overwhelming! lol!

Ceers!

Nan

Hi All, I’m rather a newbie and starting out to create audience list in Meta, I know there is a 2-way sync, Meta Lead Gen to Klaviyo, and Klaviyo list to Meta. My question is the Klaviyo list is growing, and even though there’s an integration between Klaviyo and Meta, the sync isn’t automatic, hence we need to upload an updated Kaviyo list to create the customer list in Meta Ad whenever we want to create a new ad? Many thanks for the help in advance as i’ve been looking up in Klaviyo help but they only mentions about how to create the audience list in Klaviyo platform, not much mentioned about Facebook Ad as to how to make use of the Klaviyo data list. 

Best, Candy