There are three kinds of lookalike audiences I can build:

  • Existing customers — This audience is a collection of existing customers who have previously purchased from you. This audience allows us to target new people who are similar (using data points), helping you find new customers.
  • Engagement on Facebook — For this audience, I’ll build a lookalike audience using the people who like your Facebook business page. These are people who have engaged with your brand, they’re interested in what you’re offering and so finding people who are similar we’ll give us a better chance to convert these people into customers.
  • Website Visits — Once we’ve placed the Facebook pixel on your site, we’ll start to collect an audience of everyone who has visited your store and create a lookalike audience based on this group of people. This audience is powerful because it features people who’ve visited your site — so you know they’re interested in your products.

Lookalikes: the best audiences for Facebook and Instagram ads

Lookalike audiences allow you to reach more potential customers. Imagine a custom audience as a stone that’s dropped into a lake, the lookalike audience is the surrounding ripples the stone creates.

With a lookalike audience, Facebook looks at your already created custom audience, analyzes its similarities, and then finds new people on Facebook that look like those same people.

By showing your ads to people that are most like your customers, you’ll have a better shot at selling your products.

Note: Facebook requires a minimum of 100+ email matches, page likes, or site visits to create a lookalike audience. I’m only able to target one country per audience when I use these audiences, so I’d recommend you target the country where the majority of your Facebook engagement and sales come from.

Since each lookalike audience requires a minimum number of members, some are easier to reach than others. If you’re just starting out or having a hard time reaching the minimum for custom audiences, Kit can help. Learn how on our blog post about using social media ads to get sales.

When I build a lookalike audience, it’s a 1% audience of active Facebook users that fit the profile of your custom audience.

By creating ads that are served to these audiences, it increases your odds of driving sales.

Facebook’s dynamic product ads automatically promote the same products to visitors they’ve previously shown interest in by viewing, adding to wish list or added to cart. Dynamic carousel ads are seen on any device, no matter the original device the visitor used to originally visit your store.

When we run a retargeting ad, as well as show ads to lookalike audience, we maximize every dollar spent you spend on Facebook and Instagram ads.

How to Create Custom or Lookalike Audiences in Ads Manager

A Custom Audience is an audience that lets you show ads to people who may already interact with your business. Maybe they reacted to your Facebook Page posts, purchased products on your website, downloaded your app or visited your store.

Custom Audiences

You can create a Custom Audience from a customer list or based on people who’ve engaged with your Facebook Page or website, people who’ve downloaded your app and so on.

Custom Audience Section

There are a number of sources that you can use to create a Custom Audience. Learn more about each one below.

Instant Experience

Custom Audiences can help you reach your campaign objectives, but the security of the customer information you use is critical. The customer information you send is secured, but you also have a personal responsibility for the security of your customers’ information.


Information you share with Facebook is hashed, that is, turned into short fingerprints that are impossible to reverse.

When you share your customer list, it’s hashed locally in your browser before it’s uploaded to Facebook.

In addition to information that you provide, we can also hash pixel, SDK, CRM or transaction activity to match against a potential audience in our system.

Custom Audiences

You’re responsible for the information that’s uploaded and used to reach any Custom Audience that you create.

You must have all necessary rights and permissions, as well as lawful basis, to use and disclose Custom Audience information in compliance with the Facebook Custom Audience terms of service.

When you upload audience information, you will be asked to provide details on how you obtained it.

Image Example

You can use your Custom Audiences to create another type of audience: a Lookalike Audience. Create a Lookalike Audience to reach new people who are likely to be interested in your business because they’re similar to your best existing customers.

You can use your Custom Audiences to create another type of audience: a Lookalike Audience. Create a Lookalike Audience to reach new people who are likely to be interested in your business because they’re similar to your best existing customers.

Lookalike audiences

When you create a Lookalike Audience, you choose a source audience (a Custom Audience created with your pixel information, your mobile app information or fans of your Facebook Page).

Facebook will identify the common qualities of the people in it (for example, demographic information or interests) and find similar people.

You can use multiple Lookalike Audiences at the same time for a single ad set. The ad set will show your ads to people who are in any of the selected Lookalike Audiences.

Lookalike Audience Section