Audiences & targeting
Lookalike audience
A lookalike audience is a platform-built audience of people who resemble a seed list - customers, converters or high-value users - based on the platform's behavioural signals. Quality follows the seed: a lookalike of your best customers behaves very differently from a lookalike of all sign-ups.
In practice
Lookalikes are the standard bridge from first-party data to scaled prospecting. Seed quality, recency and size matter more than the similarity percentage chosen.
As platform automation absorbs more targeting, the seed and the conversion signal you optimise toward have become the planner's main levers.