Hernan VazquezFounder and CEO, Rapid Scale Framework · Creator of The Rapid Scale Framework, Author of Low Ticket Profits

Two type of lookalike audiences for Facebook ads...

16 Aug 2022 · 1 min

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In this short video, the speaker explains that Facebook offers two kinds of lookalike audiences: dynamic lookalikes, which continuously refresh based on incoming pixel data, and static lookalikes, which are fixed once created. The speaker notes that recent iOS privacy changes have dramatically reduced the amount of conversion data (e.g., purchase events) that Facebook receives via the pixel. Because dynamic lookalikes rely on a steady stream of fresh data, the loss of pixel signals makes them increasingly inaccurate and unreliable. As a result, many advertisers have observed a noticeable drop in campaign performance when using dynamic lookalike audiences, while static lookalikes remain unaffected.

Chapters

there are 2 types of lookalike audiences, what I call dynamic lookalike audiences, that they will always be updating based on pixel data. And the other type of lookalike audiences are static. What happened is that since iOS privacy issues, since all of that happened, what happened is that the dynamic lookalike audiences, they became less and less and less viable, less and less accurate, less and less reliable. Why? Because of the simple fact that Facebook wasn't getting as much data into the pixel as it was before that. So again, if you were getting, let's say, 10 purchases a day and you were sending that data back to the Facebook pixel and you had a lookalike audience tied to that custom audience, which were buyers, then that lookalike audience might not have been as good. In fact, a lot of advertisers saw a big drop of performance when it comes to lookalike audiences.