Facebook expands capabilities for Lookalike Audiences

Facebook announced Tuesday that it is expanding the capabilities of Lookalike Audiences, allowing advertisers to create lookalikes based on people who visit their websites, use their mobile apps, or are connected to their Facebook pages.

Before, advertisers were only able to create Lookalike Audiences based on information like email addresses, phone numbers and user IDs.

In beta, Shopify used Lookalike Audiences to target website visitors and saw a 2x decrease in cost per lead.

Now, advertisers can more easily use data from their Facebook pixels to reach those who are similar to people who have bought something from the website.

In a Facebook for Business blog post, Facebook offered examples of how this can help brands attract users similar to those who use their mobile app and those who like their Facebook page:

Perhaps you’re an app developer that’s looking to find more people to purchase car rides in your rides on demand app.