Lookalikes find similar users. Start 1% (most similar), expand to 5-10%. Use best customers as seed.
By The Ad Spend
Targeting people who share characteristics with your existing customers. Platforms analyze your source audience and find similar users.
Formula
Algorithm-matched similar users
Benchmark range
1% lookalike = most similar, smallest reach. 5-10% = broader, less precise. Start narrow and expand.
Why it matters
Lookalike quality depends on source quality. Lookalike based on high-value purchasers outperforms one based on all visitors. Use your best customers as seed, not largest audience. iOS 14 reduced match rates to 25-40%.
