Klaviyo Partner

Your best paid media audience already exists. It's your own customer data.

Most e-commerce brands never activate it. We're a Klaviyo partner, and we put your customer data where it can actually be used: in Klaviyo, and from there into every platform where you buy media.

If you're not on Klaviyo yet, this is the case for it. We stand up the integration, read what your customers actually do through the API, and turn those actions into custom audiences across Google, Bing, Meta, Reddit, Pinterest, and TikTok. Then we go past Klaviyo's native integrations into The Trade Desk, the Yahoo DSP, and Illumin, which opens connected TV, online video, display, connected audio, and native.

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How the data moves

Behavior → segments → platforms → channels → back again

Because the audiences are wired to the API, they stay current. When someone buys, we suppress them from prospecting, and when someone lapses, they move into win-back. Every platform reflects the same source of truth, so your budget follows people through the funnel instead of chasing them after they've already converted.

How we deliver

One team stands up Klaviyo and runs the media that spends against it.

Getting your customer data into Klaviyo

If you're on Mailchimp, Shopify Email, or a platform that treats your customer file as a mailing list, we handle the move: the store integration, the event tracking, list and consent migration, and the flows you already rely on, rebuilt so nothing goes dark during the switch. You end up with a customer record that's actually queryable, which is the part that makes everything below possible.

Reading customer behavior through the Klaviyo API

We read the events that describe how someone behaves: viewed product, added to cart, started checkout, placed order, and account created. An audience is only as good as the behavior underneath it. We also pull Klaviyo's predictive fields, including predicted lifetime value and churn risk, so segments account for where a customer is headed as well as what they've already done.

Turning actions into segments that map to a media goal

A segment is worth building only when it points at a decision. We build segments that correspond to real funnel stages: people who registered without ordering, customers who have gone quiet, high-value repeat buyers, and shoppers with a clear category affinity. We define each one against a specific goal, whether that's a first purchase, a win-back, or finding more people who resemble your best customers.

Syncing audiences to the search and social platforms

We push those segments into Google, Bing, Meta, Reddit, Pinterest, and TikTok as custom audiences. Klaviyo hashes and encrypts the data before it ever reaches a platform. From the seed segments we build value-based lookalikes and prospecting audiences, and we set the matching suppressions so you're not paying to reach people who already bought.

Extending first-party data into the programmatic channels

Klaviyo integrates with a handful of platforms out of the box. We go past that. Using the API, we send the same first-party segments into The Trade Desk, the Yahoo DSP, and Illumin, which opens connected TV, online video, display, connected audio, and native to the exact audiences you built in Klaviyo.

Keeping platforms in sync, and measuring against revenue

We wire suppressions and updates to the API so audiences update on their own, which is what keeps a multi-channel program from quietly wasting spend. Then we tie the program back to what it produced: new customers, reactivated buyers, and lifetime value. Our analytics team handles the GA4 and GTM wiring and the offline conversion import, so the bidding algorithms optimize toward customers instead of form fills.

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Our work with Klaviyo

Each of these programs solved a different problem with the same source of truth.

Direct-to-consumer eyewear

12.5%

lower blended cost per acquisition, while acquisition volume grew.

This brand had a large base of people who had created an account or entered the funnel without ever placing an order. We used the Klaviyo API to isolate that registered-but-never-purchased segment, going back a full year, and pushed it into Google, Meta, and the Yahoo DSP as one coordinated audience. Prospecting ran off value-based lookalikes built from the brand's actual buyers, and connected TV and online video carried the message to audiences email alone couldn't reach. As people converted, the API moved them out of acquisition on its own.

Professional beauty & salon supply

29%

more new customers from programmatic.

This retailer was careful about its customer data, and rightly so. Because Klaviyo hashes and encrypts first-party data before syncing, we could activate their audiences across ad platforms without the customer file ever leaving in a readable form, and we synced only the segments the client had explicitly approved. We used their full active customer list as a suppression audience so acquisition budget only reached people who weren't already customers, and we built a separate win-back segment for customers who had lapsed. Programmatic became a real acquisition channel rather than a retargeting afterthought.

Luxury tableware & home

25%

lift in marketing-attributed revenue.

High-consideration purchases with high order values reward patience and precision. We segmented this brand's audience by category affinity and by lapsed-buyer status, then activated across Meta, Google, and the Yahoo DSP, using connected TV and online video to reach an affluent home-and-entertaining audience in the channels where they spend their evenings. Predictive lifetime value guided how hard we prospected against each lookalike, and the first-party segments carried across search, social, and programmatic.

These are real Happy Cog accounts described by category, because the brands can't be named on a public page. Every figure shown has been cleared.

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Common questions

The things e-commerce teams ask us first.

It's a pitch for using your own customer data in your media, and Klaviyo is the platform we've found does that best. We're a Klaviyo partner, so we'll tell you plainly that we have a preference. The reason for it is practical: Klaviyo's API exposes customer behavior in a form we can actually query and sync, which most email platforms don't. If you'd rather stay where you are, we'll tell you honestly what that costs you in reach and precision.

Mailchimp and Shopify Email hold a list of addresses. What Klaviyo holds is a customer record: every product viewed, every cart abandoned, and every order, tied to a profile with predicted lifetime value and churn risk attached. That difference is what makes an audience out of an email address. Once the record exists, the same segment that triggers a win-back email can become a suppression list in Google, a lookalike seed in Meta, and a connected TV audience in the Yahoo DSP.

Less than teams expect, because we run the old program until the new one is proven. We stand up the store integration and event tracking first, migrate lists and consent state, rebuild your existing flows, then cut over. Historical purchase data comes across with the migration, so the segments have real history behind them from day one rather than starting from an empty file.

Klaviyo hashes and encrypts the data before it syncs, so a customer file never travels in a readable form, and the platforms match on those hashed identifiers rather than raw emails. We also sync only the segments a client has approved, and we can pull an audience back out if anything changes. For brands that are cautious about sharing first-party data, and plenty are, this is the approach we trust.

The native integrations are good, and we use them. What we add is everything past their edge. We take the same first-party segments into the programmatic stack through The Trade Desk, the Yahoo DSP, and Illumin, which opens connected TV, online video, display, connected audio, and native. We also push audiences into platforms Klaviyo doesn't integrate with natively, like Bing and Reddit, and we wire suppressions and updates to the API so the audiences stay in sync across every platform. The native integrations won't do that on their own once you're running in more than one place.

Direct-to-consumer and retail brands with a real customer file and real paid media spend behind them. If you have years of purchase history and you're running search, social, or programmatic, that history is your most valuable targeting asset. Most brands are barely using it. That's the gap we close, and Happy Cog can also build the site, run the media, and handle the analytics, because we've been designing, building, and marketing since 1999.

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Where we activate your Klaviyo first-party audiences.

Ready to put your customer data to work?

If your customer data is sitting in an email tool and doing nothing for your media, we'd like to talk. Tell us what you're running today and what you're trying to grow, and we'll show you what that data could be doing across search, social, and the programmatic channels.

Or reach us directly at [email protected].

What this has produced

12.5% lower blended CAC while volume grew. Direct-to-consumer eyewear.

29% more new customers from programmatic. Professional beauty and salon supply.

25% lift in marketing-attributed revenue. Luxury tableware and home.

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