Meta Pixel lookalike audiences for Lovers and Subscribers

Meta Pixel lookalike audiences let you find new Facebook users who behave like your most valuable readers. By tracking only your Lovers and Subscribers with a dedicated pixel, you build a source audience that Meta uses to locate similar users across Facebook and other Meta properties.

The Marfeel Meta Pixel Experience allows you to set up a Meta Pixel event to create a targeted audience of Lovers and Subscribers and acquire lookalike users on Facebook and other Meta properties.

Step-by-step setup

Follow these steps to create a lookalike audience from your Lovers and Subscribers:

1. Create a Meta Pixel
2. Create a Marfeel Experience with the created Meta Pixel and targeting Visitor Loyalty = Lover
3. Create a Marfeel Experience with the created Meta Pixel and targeting User Journey = Subscriber
4. Create a Custom Audience based on this pixel’s events
   1. Go to Meta’s Ad Manager > Audiences
   2. Create Audience > Create Custom Audience
   3. Select Website as source and click Next
   4. Select your pixel and any other refinement conditions
   5. Provide a name for the audience and Create
5. Create a Lookalike audience based on the created Custom Audience (right after the previous step this option will be suggested by the interface, otherwise, select Create Audience > Lookalike Audience)
   1. Select the Custom Audience you just created
   2. Select the country where you want to get Lookalike users from
   3. Adjust the audience size and similarity according to your available budget
6. Create a Campaign on Meta using the created Lookalike audience

Why this strategy works

By tracking with a dedicated pixel only the type of users you want more of (Loyal Users and Subscribers), you can then create a campaign targeting users who have never visited your site (not pixeled by your more generic pixel) but who are similar to your Loyals and Subscribers. You can also target funnel drop-outs in Facebook for users who started but did not complete your subscription flow.

This approach should increase the Lifetime Value of the users you acquire, at the same cost.

What is a Meta Pixel lookalike audience?

A lookalike audience is a group of Facebook users who behave similarly to a defined source audience. By tracking Lovers and Subscribers with a Meta Pixel, you can ask Meta to find new users who share the same behavioral patterns, effectively increasing the lifetime value of acquired users at the same cost.

How do I create a lookalike audience from Marfeel loyalty segments?

First, create a Meta Pixel and configure two Marfeel Experiences targeting Visitor Loyalty = Lover and User Journey = Subscriber. Then build a Custom Audience in Meta Ads Manager based on the pixel events, and finally create a Lookalike Audience from that Custom Audience.

Why target Lovers and Subscribers specifically for lookalike campaigns?

Lovers and Subscribers represent your most engaged and valuable users. By pixeling only these segments, the lookalike audience finds new users who behave like your best readers, which should increase the lifetime value of users acquired through Meta campaigns.