What are Lookalike Audiences?
Targeting people similar to your existing customers or website visitors.
Understanding Lookalike Audiences
Lookalike audiences (also called similar audiences or twin audiences) are targeting segments created by ad platforms that match the characteristics of your existing customers or engaged users. Platforms analyze your source audience and find other users with similar demographics, interests, and behaviors.
Lookalike audiences are powerful for prospecting because they help you find new customers who resemble your best existing customers. Quality of the source audience matters—building lookalikes from high-value purchasers typically performs better than lookalikes from all website visitors. Most platforms let you control audience size through a similarity percentage—1% is most similar (smaller reach), 10% is broader (larger reach but less similar).
Frequently Asked Questions
What are Lookalike Audiences?
Targeting people similar to your existing customers or website visitors.
Lookalike audiences (also called similar audiences or twin audiences) are targeting segments created by ad platforms that match the characteristics of your existing customers or engaged users. Platforms analyze your source audience and find other users with similar demographics, interests, and behaviors.
Why is Lookalike Audiences important?
Lookalike audiences leverage machine learning to scale your best customer profiles, dramatically improving prospecting efficiency versus broad demographic targeting. They're particularly powerful when built from high-value customer segments—a lookalike of your top 10% customers often outperforms a lookalike of all customers. As targeting options narrow due to privacy changes, lookalike audiences remain one of the most effective prospecting tools available.