Back to the glossary
Lookalike audience
An audience the platform assembles by finding people who resemble a list of customers you supplied.
Only ever as good as its seed. A lookalike built from everyone who visited the site describes visitors. One built from customers who bought twice describes customers. The second list is much smaller and much better.
The percentage sets how close the resemblance has to be. One percent is the tightest and usually the best performing. Widening it buys volume by loosening the definition, and there is a point past which it is simply the country.
They decay. A seed list from two years ago describes who was buying two years ago, and refreshing it is the maintenance step almost every account skips.