In brief
A lookalike audience lets you reach new people who resemble a source audience you already have (your buyers, for example). Meta analyzes what they have in common and looks for similar profiles in the country you choose.
Why it matters
It’s a way to expand your customer base beyond people who already know you, with more precision than interest targeting.
What you need to know
- The source must contain at least 100 people from the same country; 1,000 or more is better.
- The quality of the source matters more than its size: buyers are worth more than all visitors.
- You choose a size from 1% to 10% of the country’s population: 1% is closest to the source, 10% the broadest.
- People in the source are automatically excluded from the lookalike audience.
The steps
- In Audiences, click Create audience, then Lookalike audience.
- Choose the source: a custom audience (buyers, leads, customer list), a pixel, or a Page.
- Choose the country (or region) to search in.
- Choose the size: start with 1%.
- Click Create audience.
- Add it to your ad set, and compare it with other audiences (interests, broad audience).
Pitfalls to avoid
- Starting from a source that is too weak (fewer than 100 people) or too broad (all visitors, including those who left within seconds).
- Choosing 10% right away: the audience becomes blurry.
- Never updating the source: customers change.
- Mixing several countries in the same audience.
Key takeaways
- Quality source = quality lookalike audience.
- Start at 1%, then widen if needed.
- At least 100 people in the source, from the same country.
Practice in TRIALO
In Audiences, on the row of a custom audience: click Lookalike, choose the country and the size, then add the result to a campaign.