Klaviyo Integration

Universal Ads’ Klaviyo integration allows you to automatically sync Klaviyo lists and segments into Universal Ads as custom audiences. This makes it easy to reach your existing customers on CTV without manual CSV uploads, while keeping audiences up to date.

In this article, you will learn how to:

• Connect your Klaviyo account to Universal Ads
• Import Klaviyo lists and segments
• Manage synced audiences
• Use Klaviyo audiences in campaigns

You can connect your Klaviyo audiences in two ways:

1. From Ads Manager
2. From the Klaviyo App Store

Option 1. Connect from Universal Ads

1. Log in to Universal Ads and go to the Audience Library.
2. Click Create New Audience + and select Third Party Audience Integrations.
3. Choose Klaviyo and click Connect.
4. You will be redirected to Klaviyo, where you will log in if prompted and click Allow to authorize Universal Ads.
5. You will then return to Universal Ads and see a confirmation message.

Once connected, your Audience Library will display Klaviyo Connected.

Step 3. Choose Klaviyo and click Connect.

Step 4. Click Allow to authorize Universal Ads.

Option 2. Connect from the Klaviyo App Store 

1. In Klaviyo, find the Universal Ads app in the App Store.
2. Click Install to be redirected to Universal Ads.
3. Log into Universal Ads to authorize.
4. After successful authorization, you will be redirected back to Universal Ads Manager with a Connected status.

Step 2. Click Install to be redirected to Universal Ads.

Import Klaviyo Audiences into Universal Ads

After connecting your accounts, you can start importing your Klaviyo audiences.

1. Go to Universal Ads Audience Library and click Create New Audience +.
2. Select Third Party Audience Integrations and select Klaviyo.
3. Choose the necessary Klaviyo lists or segments.
4. Assign a matching type to each audience:
   1. IP Address (recommended)
   2. Email
5.  Click Continue.

Your audiences will begin syncing automatically. Please note that you can sync up to 50 Klaviyo audiences per organization.

Step 3. Choose the necessary Klaviyo lists or segments.

Step 4. Assign a matching type to each audience.

Use Klaviyo audiences in campaigns

To target or exclude a Klaviyo audience:

1. Create or edit a campaign.
2. At the Ad Set level, scroll to the Audience section.
3. Open Custom Audiences.
4. Select the Klaviyo audience you want to include or exclude.
5. Finish configuring your ad and launch.

Step 4. Select the Klaviyo audience you want to include or exclude.

Manage or delete an audience

You can manage synced audiences directly in Audience Library.

To delete an audience:

1. Find the audience in the table.
2. Click open the burger menu for the specific audience and click Delete.
3. Confirm the deletion.

Deleting an audience removes it from Universal Ads but does not remove it from your Klaviyo Klaviyo account.

Good to know

Sync frequency

• Klaviyo lists and segments sync once daily
• Lists may take up to 48 hours to be fully eligible for targeting

With each daily sync cycle, the following occurs:

• New profiles added in Klaviyo get added to the custom audience
• Profiles no longer in the list or segment are removed from the custom audience
• The last updated timestamp in the Audience Library gets updated

Empty or deleted segments

• If a segment becomes empty, the audience updates to zero users, becomes Ineligible, and campaigns stop delivering
• If a segment is deleted in Klaviyo, syncing stops and the audience status changes to Disconnected