Facebook & Meta Ads
Lookalike Audience
A Meta audience built to resemble a source list such as depositors or customers, sized from 1% (closest match) to 10% of a country's population.
A lookalike audience starts from a seed: a customer list, or a pixel or app-event audience such as depositors. Meta then looks in the chosen country for people who resemble that seed, from 1%, the closest match, to 10%, the broadest. The seed decides the result: a smaller list of real depositors beats a larger one of registrations, because the model copies whatever behaviour the seed contains.
Lookalikes matter less than they used to. Advantage+ audience treats them as a suggestion rather than a hard boundary, and broad targeting often wins on its own once the account has conversion history. Buyers still use a depositor lookalike to steer young ad accounts toward payers. In-app sources work differently: Unity Vector matches players to games from gameplay behaviour, its Game DNA, instead of from a list you upload.
In buyer speech
“Seed the lookalike from depositors only; the registration seed keeps bringing bonus hunters.”