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.
