A Meta advertising targeting tool that finds new users who are statistically similar to your existing customers, website visitors, or email list, based on demographic and behavioral signals.
Lookalikes are built from a source audience (seed audience) and a percentage (1-10%): 1% lookalikes are most similar to your seed audience, 10% are broader. Best seeds for D2C brands: high-value customer list (top 10% by LTV), 30-day purchasers, and email subscribers. Post-iOS, lookalike quality has declined, but Advantage+ audiences and broad targeting have partially compensated. Still valuable when used with Advantage+ placements.
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