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Paid Media

Lookalike Audience

A lookalike audience asks an ad platform to find new people who resemble your best existing customers, using a seed list you upload. It is how first-party data becomes prospecting reach.

What it means

You give Meta or Google a seed audience — purchasers, high-LTV customers, qualified leads — and the platform models millions of similar users to target. The quality of the output depends entirely on the quality of the seed.

Why it matters

Lookalikes are the bridge between your first-party data and cold reach. Seed them with your best customers (high LTV, not just any buyer), keep seeds fresh, and they consistently outperform broad interest targeting. Feed a weak seed and you scale your worst customers.

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Related terms

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Metrics

Lifetime Value (LTV)

Lifetime Value is the total gross profit you expect from a customer over the life of the relationship. Healthy SaaS businesses target an LTV:CAC of roughly 3:1.

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Measurement

First-Party Data

First-party data is information you collect directly from your audience, with consent. As third-party cookies disappear, it is the durable foundation of targeting and measurement.

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Paid Media

Retargeting (Remarketing)

Retargeting shows ads to people who already engaged with you — site visitors, cart abandoners, video viewers — to bring them back and convert. It is the highest-intent, lowest-cost segment in paid media.

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