Lookalike
A lookalike is an audience the ad platform builds by finding users statistically similar to a seed group — for example, your buyers or leads. It's a way to extend reach beyond direct targeting while staying close to the profile of users who already convert.
What determines lookalike quality
The resulting audience is only as good as the seed — a seed built from random clicks produces a vague lookalike, while a seed built from real paying users produces a far sharper one. The size and cleanliness of the seed directly determine whether the lookalike resembles genuinely valuable users or just a broad crowd.
Lookalikes in PWA arbitrage
Since some PWA events get lost at the browser-pixel level, a seed audience built only from client-side data can end up incomplete and skewed. APEX's postback and CAPI integration passes confirmed leads and deposits to the platform, not just clicks, which lets buyers build lookalikes from genuinely valuable users instead of raw traffic.
FAQ
- How big should a seed audience be for a lookalike?
- The larger and cleaner the seed audience, the more stable the resulting lookalike — too small a sample gives the platform nothing consistent to pattern-match on. There's no universal number; platforms typically flag a minimum threshold in their own interface.
- Why do lookalikes go stale over time?
- Because audience behavior and the market shift, and a lookalike built on old data gradually stops reflecting today's valuable users. It's worth rebuilding periodically from a fresh seed audience.
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