How to create a lookalike segment?

The Lookalike feature allows you to expand an existing audience by finding profiles that closely resemble it. By using selected attributes—such as customer lifetime value, recency, frequency, or other behavioral and transactional data—you can generate a larger audience that shares similar characteristics with your best-performing customers.

To get started, navigate to Customer Hub> Segmentation > Lookalike.

Note: The Lookalike feature is available as an add-on. If it’s not enabled in your environment and you’d like to use it, feel free to reach out to our sales team for more information.

Step 1: Choose lookalike strategy

Start by selecting the strategy that best matches your goal:

• Find similar profiles – Use this option when you want to identify profiles that are most similar to an existing segment.
• Expand your segment – Choose this when you want to increase the size of an existing segment by adding profiles with similar characteristics.

Your selection here defines how the audience will be generated.

Define lookalike segment name

Next, enter a name for your Lookalike segment. Choose a clear and descriptive name so it’s easy to recognize and reuse in campaigns later.

Choose source and pool segments

In this step, you’ll define which audiences will be used in the lookalike process:

• Source segment – The reference segment whose profiles will be used to identify similarity.
• Pool segment – The broader audience from which the most similar profiles will be selected or added.

These segments determine both what the system compares and where it searches for lookalike profiles.

Step 2: Select lookalike criteria

In this step, you define how similarity will be measured.

Choose the attributes that best represent valuable or relevant customer behavior. The available criteria depend on the selected segment and the data you have, but commonly used examples include:

• sum_invoice_6m
• number_of_transactions_12m
• average_number_of_purchases_on_a_monthly_basis

Selecting the right criteria helps ensure that the generated lookalike profiles closely match the characteristics that matter most for your business.

Step 3: Define lookalike size

Next, define how large your lookalike segment should be.

Use the sliding scale to control the size of the output segment. A smaller size results in a more precise audience with higher similarity, while a larger size increases reach by including a broader set of profiles.

This allows you to balance accuracy and scale based on your campaign goals.

Once you’re happy with the result, click Create segment to save it. The new lookalike segment will appear in the Segmentation tab together with your existing segments.