Hi ​@Woodhope - thanks for bringing this question to the Klaviyo community!

I can appreciate how frustrating it must feel to pay for leads you already have as subscribers in Klaviyo. Here’s what I’d encourage you to consider.

IF there is no technical solution to fully prevent this between Meta and Klaviyo (possibly due to standard challenges with cross-device tracking and cookies identifying profiles correctly) how can you make the best of this situation?

Whatever lead magnet you’re offering, it’s an encouraging engagement signal to see that the small percentage of existing subscribers who see it are motivated to claim the lead magnet, regardless of their current subscription status. This affirms the value of your lead magnet, and that it not only resonates with your prospects but existing subscribers as well.

I wonder, how many profiles that are “active” subscribers in Klaviyo have opened 0 emails over all time OR have not engaged with your emails in the last 180 days or more?

And how many of those people are now seeing that lead ad, then being reactivated as truly active subscribers on your list? 

That dynamic is one of the best side effects of this otherwise frustrating experience.

For some of my clients, this is actually something we’ll do intentionally as it’s an effective path to breaking through the noise of a crowded inbox and reactivating someone who’s otherwise disengaged with your marketing. Technically, yes, you already have those leads, and it can feel like wasted ad spend.

However, I would expect any existing subscriber who has the experience of receiving a lead magnet they perceive as valuable from your brand will have the long term effects of improved subscriber retention, and either more effectively nurture an existing prospect towards their first order, or nurture an existing customer to place a repeat order with you. Worthy spend in either case!

I hope you find this helpful, and I’m happy to help you with any follow up questions.

Warm regards,

Gabrielle

Hi ​@Woodhope - this can sometimes be a tricky one! I lean on the Meta - Klaviyo integration a fair bit too but it’s good to keep in mind that a good portion of people are likely to use a different email for their social media vs their email subscriptions which is a bit of a pain for us marketers!

One idea you could try is exporting the Klaviyo list you are wanting to exclude and uploading it as a custom CSV file to Meta and using that as an extra layer to your exclusion audience. I’d expect some people to still see the lead ad despite already being on your list but hopefully it minimises that number.

I hope this helps and good luck!

Jemma

We ran into the same or similar issue. We were using segments with lapsed customers as well as active customers and noticed that a) the number of matched accounts was incredibly low and b) exclusions were way less effective than in the past, when we manually updated the audiences. In fact, after downloading the lists that were being synced automatically and then manually updating both audiences, we saw about 40-50% more matched accounts, in line with historical numbers. 

So, Klaviyo doesn’t seem to be using all available fields for matching (name, address, phone etc), Audiences aren’t updated when users leave a segment (someone moves from lapsed to active or vice versa but stays on active/lapsed @FB) and/or suppressed profiles aren’t sent to FB for matching. In any case, we’re left with an integration that doesn’t really work properly and we’re back to manually uploading lists...