Once you set up a Playbook to send persona data to customer profiles in Klaviyo, you can then sync persona-based segments directly to Meta as custom audiences (using Klaviyo's native Meta Ads integration) - and use those audiences to build lookalike campaigns targeting net-new customers.
Prerequisites
You have a Meta Business account with admin access to an active ad account
You have accepted Meta's Custom Audience Terms of Service in Meta Business Manager
Your persona segments contain at least 100 profiles (Meta's minimum threshold)
Step 1 — Connect Klaviyo to Meta Ads
If not already connected:
In Klaviyo, go to Integrations > Explore apps and search for Meta Ads.
Click Install, then Connect to Meta Ads. Log in with the Facebook account tied to your business ad account.
When prompted, select Custom audiences as the data to sync and choose your Meta ad account.
⚠️ Note Your Facebook login must have Admin access to the Meta ad account you're connecting. You'll also need to have accepted Meta's Custom Audience Terms of Service — if you haven't, visit business.facebook.com/ads/manage/customaudiences/tos/?act={your_ad_account_id}. |
Step 2 — Build Persona Segments in Klaviyo
OuterSignal writes persona data to each customer's Klaviyo profile as custom properties (e.g., outersignal_persona, outersignal_segment_tier). Use these to build segments:
Go to Audience > Lists & Segments > Create New > Create Segment.
Add a condition: Properties about someone > select your OuterSignal persona property > equals > [persona value].
Layer in additional conditions as needed — for example, add a segment tier filter or a recency purchase condition to tighten the audience.
Name it clearly (e.g., OuterSignal | Fitness Enthusiast — VIP) and save.
Repeat for each persona you want to activate in Meta.
💡 Tip For lookalike seeding, your best performers will be VIP or High-Value persona segments with recent purchase activity. Aim for 500+ profiles for reliable lookalike quality. |
Step 3 — Sync Segments to Meta Custom Audiences
In Klaviyo, find your persona segment under Lists & Segments.
Click the three dots (...) > Linked integrations > Connect a new ad integration > Meta Ads.
Select your ad account and either create a new Meta custom audience or link to an existing one.
Click Save. Klaviyo will begin syncing. Initial sync takes 24–48 hours; after that, audiences update automatically every hour.
Repeat for each persona segment.
Step 4 — Create Lookalike Audiences in Meta
In Meta Ads Manager, go to Audiences > Create Audience > Lookalike Audience.
Under Source, select the Klaviyo-synced custom audience for your persona.
Choose your target location and set the audience size. Start at 1% for the closest match to your source.
Click Create Audience. Your lookalike will be ready within 1–6 hours.
Troubleshooting
My Meta audience is smaller than my Klaviyo segment.
Expected — Meta only matches emails associated with an active Facebook login. A 40–60% match rate is normal. Ensure your segment has 250+ profiles to end up with a usable audience size.
OuterSignal properties don't appear in the Klaviyo segment builder.
Properties appear only after they exist on at least one profile. Check a specific profile under Audience > Profiles > Custom Properties. If missing, contact OuterSignal support to confirm the Klaviyo sync is active.
Meta Ads integration shows an authentication error.
Either your Facebook account lacks admin access to the ad account, or you haven't accepted Meta's Custom Audience Terms of Service. Accept the terms at the URL above, then re-authenticate in Klaviyo > Integrations > Meta Ads.
Questions? Contact [email protected]