How to Build Custom Audiences That Outperform Lookalikes on Every Platform
Lookalike audiences are losing effectiveness. Here's how to build custom audiences from first-party data that perform better.
As third-party cookies disappear and platform tracking degrades, lookalike audiences are less effective than they were even a year ago. The solution is building rich custom audiences from your first-party data that give algorithms better signals.
The custom audience sources ranked by quality: customer email lists (highest), product trial users, engaged website visitors (specific page visits, not all visitors), webinar attendees, content downloaders, and CRM contacts segmented by lead score. Each source requires specific formatting and upload processes for each platform.
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We cover the audience building process for Meta, Google, LinkedIn, and TikTok, the minimum audience size thresholds for each platform, the refresh cadence that keeps audiences current, and the layering strategies that combine custom audiences with interest and demographic targeting for optimal performance.
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