What are lookalike audiences?
Audiences that Meta or Google build based on how closely people resemble your existing customers.
More details
Lookalike audiences let you scale without losing quality. You give Meta or Google a source list (your best customers, email subscribers) and the platform finds people who statistically closely resemble that group. A 1% lookalike is the most precise; 10% is broader but larger.
For example…
Zalando uploaded the email addresses of 500,000 customers who had bought at least twice in the previous three months. From that source list, Meta built a 1% Lookalike Audience of 1.2 million users in the Netherlands. Campaigns aimed at that group had a purchase rate 2.8× higher than broad interest targeting on "fashion" and "online shopping".