All terms
— Meta & paid social
Lookalike audience
A lookalike audience is a platform-built audience of users statistically similar to a source list you provide — typically your customers or highest-value converters.
— In practice
Lookalike quality is inherited from seed quality: a seed of your top-quartile customers by margin produces a very different audience than a seed of everyone who ever bought. Garbage seeds produce confident garbage.
Their role has shrunk as Meta’s broad targeting improved — Advantage+ often matches or beats manual lookalikes — but high-quality seeds still matter because the same customer lists now feed the delivery system’s optimization directly.
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