How Facebook Ads Use Value-Based Lookalikes After iOS 14

In this episode, Lucas and Luna dive into how Facebook advertisers are adapting value-based lookalike audiences after the iOS 14 privacy changes. They break down the mechanics: instead of targeting users who simply look like past converters, value-based lookalikes prioritize users who resemble high-value customers—those with larger average order values or higher lifetime value. Lucas explains how this shifts the focus from volume to quality, using a case study of a DTC brand that tested a 5% value-based lookalike against a standard 5% lookalike and saw a 22% higher return on ad spend. They discuss the data requirements: at least 100 conversion events from a 30-day window, and the importance of the conversion value field in Meta's pixel. Luna questions whether smaller advertisers with thin data can still make it work, and Lucas outlines workarounds like using a proxy value such as order value tiers. The episode also touches on how this strategy aligns with Meta's algorithmic shift toward efficiency in a post-iOS world, and why brands with clear customer value segmentation benefit most. No fluff, just tactical knowledge for paid social marketers. #FacebookAds #MetaMarketing #ValueBasedLookalikes #iOS14 #PaidSocial #AudienceTargeting #DTC #LTV #ROAS #MarketingStrategy #ConversionValue #Pixel #DataPrivacy #LookalikeAudiences #CustomerValue #BusinessPodcast #FexingoBusiness #Marketing Keep every episode free: buymeacoffee.com/fexingo