← Glossary
What is a lookalike audience?
A lookalike audience is a new audience the platform builds by finding people who resemble a list you supply.
Quality depends almost entirely on the source list. A lookalike built from your best repeat customers finds people like your best repeat customers. One built from everyone who ever visited your site finds people who browse websites.
Size trades against precision. A 1% lookalike is the closest match and the smallest pool; a 10% one reaches far more people who resemble your customers far less.
They need a reasonable source to work from — typically at least a thousand records — which makes them a tool for businesses with some history rather than a starting point.