Definition

A lookalike audience is a targeting segment Meta (or other platforms) creates by finding users who share characteristics with your source audience — typically existing customers, website visitors, or email subscribers.

Detailed Explanation

Source audience → Meta analyzes demographics, interests, behaviors → Lookalike of 1%–10% of population in chosen country.

  • 1% lookalike: Most similar, smallest reach, highest quality
  • 10% lookalike: Broader, lower similarity, larger reach

Best sources: purchasers (highest value), email list (1000+ recommended), high-intent page visitors (ViewContent, AddToCart).

Nepal Context

With smaller addressable populations, 1–3% lookalikes in Nepal may exhaust quickly. Consider expanding to India or diaspora markets for lookalike prospecting while keeping Nepal for retargeting. Seed with wallet-confirmed purchasers, not all page visitors.

Practical Examples

  1. 1% lookalike of 500 purchasers → prospecting campaign with broad creative.
  2. Exclude existing customers from lookalike campaign to avoid wasted spend.
  3. Refresh lookalike source quarterly as customer base grows.

Key Takeaways

  • Quality of source audience determines lookalike quality.
  • Start 1–3% for prospecting; expand if CPA allows.
  • Combine with interest targeting for tighter fit in small markets.

Common Mistakes

  1. Tiny source audience (<100) — unreliable lookalike model.
  2. Including non-buyers in purchase lookalike source — dilutes signal.
  3. Never refreshing — stale lookalikes degrade over time.