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What is the difference between a custom audience and a lookalike audience? It is really important that you understand the difference between the two if you want to become good at Facebook ads and E-commerce! I’m going to give you an overview of the difference between the two.


I’m not going to lie, It takes about 5-10 hours to teach someone how to be good at Facebook ads (I have a whole course on it) so don’t expect to be a Facebook ads expert at the end of this post, BUT I’m going to explain the difference between custom & lookalike audience.

A custom audience is a REALLY SPECIFIC audience that you create. They are also the foundation for your future lookalike audiences. You can create a custom audience based on everybody that visited your website, visited a certain page, that added a product to their cart, that bought a product, etc etc.

You could for example create a custom audience for everybody that added a certain product to their cart, but for some reason decided not to buy the product. You could then target all these people with what is called a retargeting Ad. Your ad could say something like : ¨ Still interested in this product? Click here to get a 10% discount ¨.  There are other ways to create a custom audience…You can upload an e-mail list and create an audience from that e-mail list for example….I don’t want to get into the more complicated stuff, but just remember that a custom audience is a specific audience that you create.

Now a lookalike audience allows you to reach people that are LOOKING the same as another group of people. You create a lookalike audience based on a custom audience. For example let’s say you created a custom audience based on EVERYBODY that bought a product on your website in the last 6 months….Let’s say this amounts to 50 000 people. You could create a lookalike audience based on everybody that LOOKS LIKE THE CUSTOM AUDIENCE. Facebook will literally FIND YOU PEOPLE THAT ARE SIMILAR TO THE PEOPLE THAT BOUGHT PRODUCTS ON YOUR WEBSITE IN THE LAST 6 MONTHS.

This is why the Facebook pixel is so important. Remember, the Facebook pixel is a tracking code on your website that allows Facebook to TRACK EVERYTHING. They know everything; who bought, their age, what they like etc etc.

Once you have enough data, you can literally make Facebook work for you by creating a Lookalike audience.

A custom audience is based on ACTUAL PEOPLE that did a certain action on your website, like visiting a page, adding to cart, buying something etc, whereas a lookalike audience is when you tell Facebook : ¨ Hey, find me more people like them please ¨.

To go back to our example; Let’s say our custom audience is 50 000 people that bought on our website in the past 6 months…We could create a lookalike audience in the United States with people similar to those people and the audience size would be around 2 million people! We just went from 50 000 to now 2 million!!! If your custom audience has enough people in it, Facebook will be able to do a good job and only put people that are super similar and that will most likely buy products from you.

Lookalike audiences are GREAT for scalling your campains! They are a great way to reach WAY more people and make more sales!

Again, this is not an in-depth tutorial on Facebook ads, this is just a basic overview on what’s the difference between a custom audience and a lookalike audience.

If you are looking for more, or are wanting to seriously pursue making money with e-commerce, then I want to invite you to join my FREE E-commerce University Program.


 E-commerce University is a FREE step-by-step video training course that walks you through everything. The students in it are making a lot of money and I am giving it to you for FREE.

 In the free program, you get to see me create an E-commerce business from scratch. The program consists of over 45+ “over the shoulder” videos where you get to watch me do everything.


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