Meta Lookalike Audiences Changes in 2024

If you're a digital marketer for a brand or an agency, you've likely used or considered using Meta as a marketing channel. Part of Meta is tapping into audiences similar to your target audience, called lookalike audiences. In recent years, however, privacy concerns have resulted in significant changes in marketing using lookalike audiences. In this article, you’ll learn everything you need to know about the changes affecting lookalike audiences in 2024 and the practical ways to adjust your marketing strategy to stay effective while maintaining data privacy compliance.

Privacy Updates Impacting Meta Lookalike Audiences

In 2024, we’ve experienced notable privacy updates, particularly after Apple's iOS 14 changes and the General Data Protection Regulation (GDPR) enforcement. These updates restrict your ability to track user behavior across apps and websites, making it harder to build precise lookalike audiences based on third-party data. This can result in smaller audience sizes and potentially less accurate targeting.

A study by Meta found that small businesses experienced a 60% average reduction in sales for every dollar spent on Meta ads when unable to use their own data for customer targeting due to Apple’s iOS 14 changes on Meta lookalikes.

Apple’s privacy updates have significantly impacted Meta advertising, emphasizing the need for implementing new strategies and finding alternative tracking methods to maintain effective campaigns.

Adapting Lookalike Strategies for iOS 14

To overcome Apple’s limitations affecting Meta lookalike audiences, focus on more specific, high-intent audiences. Here are some ways to achieve this:

• Focus on website and app behavior: Build lookalikes based on user action demonstrating a strong interest in your products or services. This could include purchases, website visits to specific product pages, or app feature engagement.
• Leverage customer relationship management (CRM) data: Utilize data from your CRM system, such as purchase history and past interactions, to create lookalikes of your most valuable customers.?
• Incorporate offline data: If you have offline data, such as customer loyalty program information or in-store purchase history, consider integrating it with your Meta advertising for more comprehensive lookalike models.

By combining these strategies with interest-based and demographic targeting, you can create a well-rounded approach that reaches a broader audience segment with high purchase intent, all while respecting user privacy.

Alternative Signal Sources for Lookalike Modeling

Meta's Conversions API allows you to share important website events directly with Meta, bypassing the limitations of pixel tracking. By integrating the Conversions API with your website, you can collect accurate data on customer actions, such as purchases and add-to-cart events, even when users opt out of tracking.

This data can then fuel your Meta lookalike audience creation, providing more reliable information for Meta's algorithm to model after. Additionally, you can consider other alternative signal sources, such as customer lists and offline conversions, to further improve your lookalike models.

Maintaining Lookalikes with First-Party Data

In the long term, success with Meta lookalike audiences depends on building solid first-party data and obtaining user consent. Collecting customer data directly through your website, email signups, or loyalty programs can create highly targeted lookalikes without relying on third-party trackers.

As a brand, ensure that you prioritize transparent and ethical data collection practices. You can build trust and cultivate long-term relationships with your customers by obtaining explicit consent from users and giving them control over their data.

Adapting to the changing privacy environment is essential for marketers who want to utilize lookalikes effectively in 2024 and beyond. By staying informed, adopting new technologies, and prioritizing ethical data practices, you can continue to reach your target customers and achieve your marketing goals.