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Lookalike audience

A lookalike audience is a group a platform builds to resemble a source list, such as past buyers. Its quality depends on the source and on the platform's model.

Stock photos and example labels, not customers.

Definition

A lookalike audience is a group a platform builds to resemble a source list, such as past buyers. Its quality depends on the source and on the platform's model.

How to use it

A source list of real, recent buyers usually works better than one of every visitor. The size of the audience trades reach against similarity.

Treat it as a prospecting tool and judge it by new customers, not by platform ROAS alone.

Related terms

ncROAS Retargeting Incrementality

Go deeper

Attribution windows explained for agency reports

Two reports on the same ads can show different results only because one used a seven day window and the other used a one day window.

Built for shop owners, creators and agencies. Stock photos, not customers.

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