Audiences similaires sur Facebook

A Facebook lookalike audience is a Meta ads targeting option that finds new people who resemble a source audience, such as your customers, website visitors or followers. It puts your existing audience data to work instantly.

In Meta Ads Manager, lookalike audiences now sit within Meta’s Advantage+ audience tools. When you use Advantage+ audience, your lookalike works as a suggestion rather than a strict boundary, so Meta can show your ads to people outside it when the system predicts better performance. Meta may also turn this expansion on by default in new campaigns, depending on your campaign objective and setup.

How Facebook lookalike audiences work

Meta analyzes the demographics, interests and behaviors of your source audience, then finds people who share those qualities. Your lookalike excludes people already in your source audience.

Meta draws on its own platform data to find qualified people you haven’t reached before. As part of your overall Facebook marketing strategy, this process supports wider reach, lower ad spend and a better cost of acquisition for new leads.

Your source needs at least 100 people from a single country. Meta recommends a source of 1,000–5,000 people. The percentage slider trades similarity for reach: smaller percentages stay closer to your source, while larger percentages reach a broader group.

A custom audience powers Facebook retargeting to people who know your brand, while a lookalike reaches new people who resemble them.

How to create a Facebook lookalike audience

Turn your existing customer lists or Facebook Audience Insights into a roadmap for finding similar, high-intent buyers.

Steps to build a lookalike audience

Choose a source group for your audience. Go to Audience > Create audience > Lookalike audience and pick a custom audience, Page or Meta Pixel.
Select the audience size you want. Larger audiences amplify reach with broader matching, while smaller lookalike audiences stay more specific.
Set location and ad details at the ad set level in Le gestionnaire de publicités de Facebook . Run ads while the lookalike populates for up to three days.
Create your ad. Remember to focus your ad copy on the kind of customer you want to reach.
Track your results. This will help you create more effective Facebook lookalike audiences going forward.

Facebook lookalike audience best practices

A lookalike is only as good as the source behind it. Use these practices to maximize the ROI of every audience you build.

Start with your highest-value customers. A source made up of repeat buyers or high-spend customers teaches Meta to find people like your best customers, not just any customers.
Keep your source list fresh. Update your custom audience regularly so your lookalike reflects who’s buying now, not who bought last year.
Test multiple audience sizes. Run a 1% lookalike next to a 3% or 5% one to see where the balance between similarity and reach works best for your goals.
Segment by customer type. Build separate lookalikes for different products or customer groups, then tailor your ad copy and creative to each one.
Let your data guide your budget. Compare cost per result across audiences and shift spend toward the lookalikes that convert.

Alternatives to lookalike audiences

Lookalikes aren’t your only option for reaching new people. Consider these approaches alongside them:

Advantage+ audience. Give Meta your targeting suggestions and let the system find people likely to convert, including those outside your lookalike.
Interest and behavior targeting. Reach people based on the topics they follow and actions they take, which works well when your source list is too small to build a lookalike.
Retargeting. Re-engage website visitors and past customers with a custom audience when your goal is conversions from people who already know your brand.

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