Conversion lookalike audiences

Conversion lookalike audiences let you find new target audiences using a website custom audience of people who have completed a specific conversion event. For example, if you’re an ecommerce business running a discount code lead magnet, create a website custom audience of people who have triggered a lead event action by opting in for the discount code. Then use that audience as the source for your lookalike audience.

  Before you can create the source audience for your conversion lookalike audience, make sure that you’ve set up and installed conversion tracking. 

As with video and email lookalike audiences, you need to create the source audience first. It will be a website custom audience of people who have completed a specific event action.

Create a Website Custom Audience for Conversions

In the Audiences dashboard in your Facebook Ads Manager, click Create Audience and select Custom Audience from the drop-down menu. In the pop-up box, select Website Traffic.

From the Website Traffic drop-down menu, select Custom Combination.

Click the URL drop-down menu and select Event.

Choose the event you want to create the audience from (Lead, for example). You’ll see a list of event actions you’re currently tracking using the Facebook pixel.

In the field called In the Last, enter the time parameter for how long people will stay in your audience once they’ve completed the specific action. For example, you might choose 120-180 days to have the maximum number of people in your audience. Finally, make sure the Include Past Website Traffic box is selected, give your audience a name, and click Create Audience.

Build a Conversion Lookalike Audience

Now navigate to the Audiences dashboard, click Create Audience, and select Lookalike Audience from the drop-down menu. In the Create a Lookalike Audience box, choose your website custom audience from the Source drop-down list. Then select your country and choose the audience size (1% is a good place to start). Finally, click Create Audience and wait for Facebook to build your lookalike audience. Once it’s ready to use, you’ll receive a notification