Thread by @AdsAlchemist

Do lookalikes update?

Do you need to continually make new lookalikes?

These are really common questions I get because Facebook has done a terrible job at making this clear.

In this thread I'll explain which types of lookalikes update and why ⬇️

There are 3 main ways to make a lookalike:

1) Static custom audience like an email list
2) Directly from the pixel or product catalog
3) Dynamic custom audience

Each of these behave differently due to their source.

1) Lookalikes made from a static custom audience (email list):

These lookalikes are not dynamic and will not update because they were made from a static list.

So, if you are creating lookalikes with them make sure to periodically create new lookalikes with your new list.

2) Lookalikes made directly from the pixel or product catalog:

There is no custom audience needed to make these lookalikes and the source is the pixel or the product catalog for that store.

These lookalikes are dynamic and are based off the last 60 days of data.

3) Lookalikes made from a dynamic custom audience:

Now this is where it gets a little confusing.

In theory it makes sense that these lookalikes would update because their source is a dynamic custom audience which updates.

And technically these lookalikes do update.

According to my Facebook rep, this type of lookalike is supposed to update once ever 7-14 days.

But I still treat these lookalikes similar to how I treat lookalikes that don't update at all.

The main reason for this is because I've yet to see any evidence that an update occurs.

According to Facebook every time the LLA updates it's supposed to show up in the Audience manager page either in the audience history section or the availability column.

I have never seen an update recorded for a lookalike in the Audience Manager.

I've also compared 2 lookalikes that in theory should be the same.

I've created two dynamic custom audiences for the same event 30 days apart and created 1% lookalikes for both.

When checking the audience overlap there is usually a 30-40% difference between the two lookalikes that are supposed to be the same according to Facebook.

This is why I treat them more similar to lookalikes that don't update.

I hope this helps clear up some of the confusion for you guys.

For more FB ads insights, go here ==> goo.gl/eocZf6

If you have a question, comment below.

Thanks,

AA