How to Synchronize, Activate, Report, and Manage your Klaviyo audiences with Vibe
How to Connect Klaviyo to Vibe
Go to the Audiences tab in Vibe.
Click + Create audience (top right).
Under "Select audience source," choose Klaviyo, then click Continue.
Under "Start by choosing an advertiser," select the advertiser you want to connect Klaviyo to.
Click Connect with partner.
Clicking Connect with partner redirects you to Klaviyo's own login screen. Log in and click Allow to authorize the connection, then continue the rest of the connection process as prompted.
Once authorized, you're returned to Vibe, where your Klaviyo segments and lists are automatically retrieved for you to import.
Importing Lists and Segments from Klaviyo
Once the connection is established, Vibe automatically retrieves the list of segments and lists available in your Klaviyo account.
You can then import these audiences directly into Vibe. This makes it easy to use your existing audiences for your Connected TV campaigns.
Vibe allows you to import up to 50 audiences (either segments or lists) from a Klaviyo account.
Activating Klaviyo Audiences with Vibe
Vibe identifies and retrieves Klaviyo profiles that have an associated IP address. These profiles are essential for activating audiences in the Connected TV (CTV) context. By matching these profiles, Vibe allows you to target your CTV campaigns precisely and effectively, leveraging the customer data already available in Klaviyo.
Vibe recommends waiting 24–48 hours after importing audiences before launching a campaign.
During this time, the platform performs a matching process to align your imported profiles with available data. Launching a campaign too early—before this process completes—can result in incomplete audience matching, which limits potential reach and delivery performance.
Vibe automatically keeps your imported Klaviyo audiences up to date. Any profiles added or removed from your Klaviyo segments are automatically reflected in Vibe, ensuring your targeting always matches the latest data from Klaviyo. Updates are typically processed within an hour.
Reporting for Klaviyo Audiences in your Vibe campaigns
Vibe provides reporting by Klaviyo audiences within campaigns that target Klaviyo audiences. This allows you to monitor the performance of each specific audience segment directly within your campaigns.
Why Klaviyo Flows and Webhooks Are Created Automatically
When you connect Klaviyo to Vibe and import your Klaviyo audiences, Vibe automatically creates a set of webhook-based flows inside your Klaviyo account.
This is expected and required for the integration to work properly.
These webhooks allow Vibe to receive updates every time a profile enters or exits one of the Klaviyo segments you imported. They are essential to ensure the freshness and the reliability of the sync.
The flows do not send any communication to your customers, and they do not modify your marketing flows. Their only purpose is to send audience refresh information to Vibe so that your Connected TV campaigns always use the most recent data.
You can safely ignore these flows in Klaviyo. Once the integration is set up, Vibe maintains them automatically.
Klaviyo campaigns best practices
Make sure to import sufficiently large Klaviyo audiences.
Keep in mind that Vibe targets profiles for which an IP is associated, meaning there is a discrepancy between the total number of profiles and the number of targetable profiles.Target only Klaviyo audiences to ensure optimal reach and delivery.
Vibe recommends not adding specific targeting criteria (age, gender, demographics, interests), as this can impact the performance of your campaigns.Let your Klaviyo campaigns run for several days.
The total synchronization time for segments can take up to 48 hours, so you can benefit from the full reach potential after this maximum time.
Klaviyo audiences can be activated across Awareness, Traffic, Leads, Sales and Retargeting campaign goals. Retargeting is often the most effective approach, as it focuses delivery on your highest-intent profiles.
Vibe Impression Event in Klaviyo
When managing campaigns with your Klaviyo audiences, Vibe automatically sends impression data to your Klaviyo account.
This provides valuable insights and enables you to engage your exposed audience across other marketing channels.
The impression event from Vibe is sent with a short delay (<2h), along with the associated profile information. This lets you leverage your CTV audience within your broader marketing strategies.
The following data is included with each impression event sent to Klaviyo:
Account
Advertiser
Campaign
Strategy
Creative
Channel
Klaviyo Segment
Additionally, Vibe passes along a profile_id and a profile property called vibe_ad_viewer, making it easy to retrieve and utilize this data within your Klaviyo account.
Managing Klaivyo Audiences
You can add or remove lists at any time from the Audiences tab.
Lists stay updated automatically every day.
To disconnect Klaviyo, there are two ways:
Quick way: On the Audiences tab, find any audience with Source = Klaviyo, click the ⋮ (3 dots) menu at the end of that row, then select Disconnect Klaviyo.
Via Manage: Click Manage on a Klaviyo-sourced audience to open its detail panel, then click the gear icon next to "Source: Klaviyo." This opens "Manage custom audiences," which lists every available Klaviyo segment/list for that advertiser (with checkboxes controlling which ones sync into Vibe) and has a Disconnect button at bottom left.
Both paths disconnect the Klaviyo connection for that specific advertiser.
Best Practices
Allow 24–48 hours after importing before launching campaigns, so Vibe can match the maximum number of profiles.
Import sufficiently large lists: For best deliverability and performance, your list should ideally include at least 50,000 contacts.
Keep targeting simple: avoid stacking demographic or interest filters on top of your Klaviyo audiences to preserve scale.