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Value-Based Lookalikes

Updated: May 21, 2026
Value-based lookalikes are an enhancement of Lookalike Audiences. With it you can include an arbitrary, numeric value for each user set when you create a seed custom audience from CRM data. Facebook uses this to determine which users in an audience are worth the most to you, in a quantifiable way.
To use this product, you must agree with the value-based lookalike terms of services for every ad account using this feature. See Terms of Service⁠.

Create

Step 1: Create a Value-Based Custom Audience

This is a specialized multi-key custom audience that you create with the parameter is_value_based.
curl -X POST \
  -F 'name="Value-Based Custom Audience"' \
  -F 'subtype="CUSTOM"' \
  -F 'is_value_based=1' \
  -F 'customer_file_source="PARTNER_PROVIDED_ONLY"' \
  -F 'access_token=<ACCESS_TOKEN>' \
  https://graph.facebook.com/v25.0/act_<AD_ACCOUNT_ID>/customaudiences

Step 2: Populate a Seed Audience

You need to populate the new audience with supported identifiers and with the schema key LOOKALIKE_VALUE. You can represent lookalike values by either an integer or floating-point arbitrary non-negative number.
curl -X POST \
  -F 'payload={
       "schema": [
         "EMAIL",
         "LOOKALIKE_VALUE"
       ],
       "data": [
         [
           "9b431636bd164765d63c573c346708846af4f68fe3701a77a3bdd7e7e5166254",
           44.5
         ],
         [
           "8cc62c145cd0c6dc444168eaeb1b61b351f9b1809a579cc9b4c9e9d7213a39ee",
           140
         ],
         [
           "4eaf70b1f7a797962b9d2a533f122c8039012b31e0a52b34a426729319cb792a",
           0
         ],
         [
           "98df8d46f118f8bef552b0ec0a3d729466a912577830212a844b73960777ac56",
           0.9
         ]
       ]
     }' \
  -F 'access_token=<ACCESS_TOKEN>' \
  https://graph.facebook.com/v25.0/<CUSTOM_AUDIENCE_ID>/users

Step 3: Create a Value-Based Lookalike

After the custom audience contains at least 100 people, you can use it as a seed audience for a new lookalike of type custom_ratio.
curl -X POST \
  -F 'name="Value-Based lookalike"' \
  -F 'subtype="LOOKALIKE"' \
  -F 'origin_audience_id="<CUSTOM_AUDIENCE_ID>"' \
  -F 'lookalike_spec={
       "type": "custom_ratio",
       "ratio": 0.01,
       "country": "US"
     }' \
  -F 'access_token=<ACCESS_TOKEN>' \
  https://graph.facebook.com/v25.0/act_<AD_ACCOUNT_ID>/customaudiences
You can read, update, and delete a value-based lookalike as you do with normal Lookalike Audiences. See also Custom Audiences, Reference and Custom Audience Users, Reference.

Targeting

You can target ads with a value-based lookalike as you do for any other custom audience. See Ad Set, Reference.
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