What Are Lookalike Audiences?

Lookalike audiences are targeting groups created by finding people similar to your existing customers. Meta's algorithm analyzes characteristics of your source audience and finds new people with matching traits.

Lookalikes typically perform 2-3x better than interest-based targeting because they're based on actual customer data, not assumptions.

How Lookalikes Work

The process:

You provide a source audience (customers, website visitors)
Meta analyzes shared characteristics
Algorithm finds similar people in the general population
You target this new "lookalike" audience

Source Audience Requirements

Source Type	Minimum Size	Recommended
Customer list	100	1,000+
Website visitors	100	1,000+
App users	100	1,000+
Page engagement	100	500+

Key insight: Larger source audiences (1,000+) produce more accurate lookalikes.

Lookalike Percentage Explained

The percentage determines how closely matched the audience is:

Percentage	Accuracy	Size	Best For
1%	Highest	Smallest	Conversion campaigns
2-3%	High	Medium	Scaling
5-10%	Lower	Large	Awareness

The 1% vs 5% Trade-off:

1% lookalike: Most similar, smaller reach, often higher CTR
5% lookalike: Less similar, larger reach, lower cost but potentially lower conversion

Best Source Audiences for Lookalikes

Tier 1 (Best Performers):

Purchasers: People who bought from you
High-value customers: Top 20% by LTV
Repeat buyers: Purchased 2+ times

Tier 2 (Good Performers):

Website purchasers (30 days): Recent buyers
Add to cart (7 days): High intent
Lead form completers: For lead gen

Tier 3 (Use Cautiously):

Page engagers: Lower intent
Video viewers: Passive engagement
All website visitors: Mixed intent

Step-by-Step: Creating a Lookalike Audience

Step 1: Prepare Your Source

Go to Audiences in Meta Business Suite
Create Custom Audience
Choose source type (customer list, website, etc.)
Name it clearly (e.g., "Purchasers - 180 Days")

Step 2: Create the Lookalike

Click "Create Audience" → "Lookalike Audience"
Select your source custom audience
Choose target country
Select audience size (1%, 2%, etc.)
Click "Create Audience"

Step 3: Wait for Processing

Lookalikes take 6-24 hours to populate. Status changes from "Processing" to "Ready."

Case Study: 1% Lookalike Generated 4.2x ROAS

A fashion brand tested three audience types:

Audience	CPA	ROAS
Interest-based	$45	1.8x
5% Lookalike	$32	2.5x
1% Lookalike	$19	4.2x

Source Audience:

Customers who purchased 2+ times
2,847 people
Excluded anyone who hadn't bought in 90 days

Advanced Lookalike Strategies

1. Layered Targeting

Combine lookalike with interest targeting:

1% Lookalike AND Interest: "Fashion enthusiasts"
Reduces reach but increases relevance

2. Sequential Lookalikes

Create a funnel:

Start with 1% lookalike
When it saturates, expand to 2%
Continue to 3%, 5%, etc.

3. Country-Specific Lookalikes

Create separate lookalikes for each country:

US 1% Lookalike
UK 1% Lookalike
Germany 1% Lookalike

Each country's population is different; separate lookalikes perform better.

4. Value-Based Lookalikes

Upload customer list with purchase value, then create lookalike based on high-value customers.

Common Lookalike Mistakes

1. Using Poor Source Data

❌ Lookalike from cold email list

✅ Lookalike from actual purchasers

2. Source Too Small

❌ 50 people source audience

✅ 1,000+ people for reliable patterns

3. Not Refreshing Sources

❌ Same lookalike for 12 months

✅ Update source audiences quarterly

4. Wrong Country Selection

❌ US lookalike targeting Europe

✅ Match lookalike country to targeting

Lookalike Audience Checklist

✅ Source audience has 1,000+ people
✅ Source is high-quality (purchasers, not just visitors)
✅ Created separate lookalikes by country
✅ Started with 1% for conversion campaigns
✅ Testing multiple percentages
✅ Refreshing source audience quarterly

How to Create Lookalike Audiences That Convert

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How to Create Lookalike Audiences That Convert

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