Lookalike Audience
An audience built to resemble your best customers.
A lookalike (LAL on Meta, Similar Audience on TikTok, Similar Audience on Google) takes a source audience — typically your past purchasers — and uses the platform's data to find more users with similar behaviour and demographics.
Lookalike quality depends entirely on source quality. Garbage in, garbage out: a lookalike built from 200 trial signups is worse than no targeting at all. Use sources with at least 500–1,000 high-intent events (preferably purchases). 1% lookalikes are tightest; 3–5% are broader and often the better choice in small countries like Morocco where 1% may be only 80k people.