[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fusing-facebooks-new-value-based-audiences":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":12,"coauthors":13,"class_list":16,"acf":26,"head_links":362,"breadcrumbs":363,"reading_minutes":74,"category":371,"head":374},"2017-06-08T09:30:15",{"rendered":6},"\u003Cp class=\"p1\">This month, Facebook will be rolling out Lifetime Value Custom Audiences, and the subsequent Value-based Lookalike Audience option on it’s advertising platform. These features can be a game-changer for advertisers managing strategic and often complexly structured Facebook campaigns.\u003C\u002Fp>\n\u003Cp class=\"p1\">Any business using social media advertising as part of their digital marketing strategy will know that the biggest challenge isn’t necessarily creating the campaigns themselves, or even producing the killer content needed to generate engagement. The biggest challenge is very often uncovering the audiences, the \u003Ci>real people\u003C\u002Fi> your campaign targets, that will deliver your business the highest ROI.\u003C\u002Fp>\n\u003Cp class=\"p1\">\u003Cstrong>Why Lifetime Value is Important\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp class=\"p1\">Strong and well-structured Facebook campaigns will no doubt already be utilising the \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fppc-hero-facebook-conversion-conundrum\u002F\">Facebook conversion funnel strategy\u003C\u002Fa> in some form. A key part of which is creating Custom Audiences by uploading the data of email subscribers and past purchasers, as well as using the lookalike audiences generated by these lists.\u003C\u002Fp>\n\u003Cp class=\"p1\">But not all customers are created equal. The lifetime value (LTV) of a customer is the net profit a business will earn during the lifetime of the relationship. Some customers will have signed up to a mailing list on a whim and never made a purchase, while others will have made multiple high-value purchases and be potential brand ambassadors. This is where lifetime value becomes important.\u003C\u002Fp>\n\u003Cp class=\"p1\">It’s important to note Lifetime Value Custom Audiences is not a method of reaching \u003Cem>new \u003C\u002Fem>customers, but rather creating audience segments using data already available, in order to improve the ROI of Facebook campaigns.\u003C\u002Fp>\n\u003Cp class=\"p1\">\u003Cstrong>How to Create an LTV Custom Audience\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp class=\"p1\">To start creating LTV audiences, head to the Custom Audience creation section of Facebook Ads Manager.\u003C\u002Fp>\n\u003Cp class=\"p1\">\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-3154 aligncenter\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FoK3KutZ9-Screen-Shot-2017-06-08-at-10.28.17.png?auto=compress%2Cformat&fit=scale&h=79&q=90&w=200\" alt=\"\" width=\"300\" height=\"118\" \u002F>\u003C\u002Fp>\n\u003Cp class=\"p1\">Then select the ‘Customer File’ option.\u003C\u002Fp>\n\u003Cp class=\"p1\">\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-3155 aligncenter\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FR2TxFHLE-Screen-Shot-2017-06-08-at-10.29.19.png?auto=compress%2Cformat&fit=scale&h=195&q=90&w=200\" alt=\"\" width=\"300\" height=\"292\" \u002F>\u003C\u002Fp>\n\u003Cp class=\"p1\">If this feature is already available in your Ads Manager account you’ll see the new option for ‘Customer file with lifetime value (LTV)’.\u003C\u002Fp>\n\u003Cp class=\"p1\">\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-3156 aligncenter\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002Fc8K62Ccd-Screen-Shot-2017-06-08-at-10.29.50.png?auto=compress%2Cformat&fit=scale&h=146&q=90&w=200\" alt=\"\" width=\"300\" height=\"219\" \u002F>\u003C\u002Fp>\n\u003Cp class=\"p1\">The next screen is very similar to the standard Custom Audience upload screen, however, you’ll notice a new prompt to ‘include a column with a range of customer values’. The is where you need to include a column for each customer’s LTV.\u003C\u002Fp>\n\u003Cp class=\"p1\">\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-3157 aligncenter\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FVpwlQQDQ-Screen-Shot-2017-06-08-at-10.34.28.png?auto=compress%2Cformat&fit=scale&h=200&q=90&w=191\" alt=\"\" width=\"287\" height=\"300\" \u002F>\u003C\u002Fp>\n\u003Cp class=\"p1\">Some useful (and necessary) pointers from Facebook on preparing your upload sheet;\u003C\u002Fp>\n\u003Cul>\n\u003Cli class=\"p1\">Use the same currency throughout, with decimal places for cents\u002Fpence.\u003C\u002Fli>\n\u003Cli class=\"p1\">Don’t use negative values, or assign a negative to undesirable customers. Facebook won’t be able to process these rows.\u003C\u002Fli>\n\u003Cli class=\"p1\">Avoid using a ‘rating’ system for customers (e.g assigning values 1-5 based on value). This doesn’t work because the value isn’t proportional to the ranking.\u003C\u002Fli>\n\u003Cli class=\"p1\">Don’t provide only your highest value customers. Instead, include a broad range. Without this range, Facebook can’t hone in on what might distinguish an average customer from a great one.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>A suitable upload sheet will look like this…\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-3158 aligncenter\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F6NVM4QTY-Screen-Shot-2017-06-08-at-10.48.21.png?auto=compress%2Cformat&fit=scale&h=78&q=90&w=200\" alt=\"\" width=\"300\" height=\"117\" \u002F>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>\u003Cstrong>Create an LTV Lookalike Audience\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>One of Facebook’s most powerful audience targeting features is being able to create ‘lookalikes’ of custom audiences. This could be lookalike users of your past purchasers, website visitors or data captured for a mailing list or at an event. And the good news is, LTV Custom Audiences are no different, lookalikes can be created using the data of your current high-LTV customer’s data.\u003C\u002Fp>\n\u003Cp>Simply head back to the audience section of Facebook Ads Manager and select ‘Lookalike Audience’ from the audience creation menu. You’ll then be promted to choose which custom audience you want to make a lookalike of.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-3159 aligncenter\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FyK5hdvkY-Screen-Shot-2017-06-08-at-10.58.25.png?auto=compress%2Cformat&fit=scale&h=79&q=90&w=200\" alt=\"\" width=\"300\" height=\"118\" \u002F>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>\u003Cstrong>Using Value-based Lookalike Audiences\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>The lookalike audience created from LTV Custom Audience is actually more powerful than the custom audience itself, as it allows advertisers to reach \u003Cem>new\u003C\u002Fem> customers who are not only likely to purchase once, but have a high LTV, meaning your campaign will be generating ROI long after it’s ended.\u003C\u002Fp>\n\u003Cp>Facebook recommends Value-based Lookalike Audiences are used for lower-funnel campaigns, advertising products with calls to action, as opposed to promoting content or for engagement campaigns. But as with all campaigns. test, test, and test again. Every business is different, so carrying out split testing of different types of content in the early stages of using these new targeting features will help advertisers understand the reaction of users and measure ROI to determine where these new custom and lookalike audiences should be placed in their unique conversion funnel.\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n",false,"standard",[10,11],36,40,[],[14,15],96,95,[17,18,19,20,21,22,23,24,25],"post-3153","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-paid-social","category-ppc",{"page_content_modules":27,"hero":83},[28,33],{"acf_fc_layout":29,"reduced":30,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":30,"title":31,"content":6,"authors":32},"blog_post_content",true,"Using Facebook’s New Value-Based Audiences",[],{"acf_fc_layout":34,"reduced":30,"top_overlap":35,"bottom_underlap":35,"disable_observer":-1,"heading":36,"cta_text":37,"cta_link":38,"items":39},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[40,57,69],{"type_key":18,"title":41,"excerpt":42,"to":43,"postedAt":44,"readingTime":45,"image":46,"authors":47,"category":54},"What’s new in Paid Media: August 2026 industry updates","\u003Cp>Whilst for many of us the summer holidays are in full swing, the ad platforms haven’t taken a single day off. If you’re just heading back to the office after a stint at the beach, here’s what you missed in August. Meta AI rolls out campaign analysis and optimisation in Ads Manager Meta has built […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-august-2026-industry-updates\u002F","2026-09-01T12:00:26",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Fnikolett-emmert-LFY3Lo-V07A-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[48,51],{"name":49,"image":50},"Joe Turnbull","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":52,"image":53},"Akshaya Korada","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FAkshaya-Korada.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":55,"name":56},"\u002Fblog\u002Fcategory\u002Fppc\u002F","PPC",{"type_key":18,"title":58,"excerpt":59,"to":60,"postedAt":61,"readingTime":62,"image":63,"authors":64,"category":68},"What’s new in Paid Media: July 2026 industry updates","\u003Cp>The sun’s finally out, but paid media hasn’t slowed down to enjoy it. Here’s what’s been going on while you were meant to be on the beach. Reddit upgrades Ads Manager with Split Testing and an AI ad generator A Free-form Ads Generator is entering beta, which uses Reddit Community Intelligence to scan your website, […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-july-2026-industry-updates\u002F","2026-08-04T11:16:31",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fgetty-images-BRL3vv9p-Fw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[65,67],{"name":66,"image":50},"Harry Clements",{"name":52,"image":53},{"to":55,"name":56},{"type_key":18,"title":70,"excerpt":71,"to":72,"postedAt":73,"readingTime":74,"image":75,"authors":76,"category":80},"Beyond ad-level data: Unlocking granular product insights for Meta","\u003Cp>Standard Meta Ads reporting traditionally stops at the ad level, leaving e-commerce brands in the dark about which specific products are actually driving traffic on social platforms. While Dynamic Product Ads (DPAs) are incredibly powerful, they aggregate performance across multiple items, making it difficult to isolate individual product success.  To bridge this data gap, the […]\u003C\u002Fp>\n","\u002Fblog\u002Funlocking-granular-product-insights-for-meta\u002F","2026-06-24T14:13:48",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002Fallison-saeng-B7VlWt3pRM0-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[77],{"name":78,"image":79},"Zoe Le","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FZoe-Le-NEW.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":81,"name":82},"\u002Fblog\u002Fcategory\u002Fpaid-social\u002F","Paid Social",{"type":84,"style":85,"heading":31,"date":4,"updatedAt":86,"reading_minutes":74,"image":87,"imageAlt":31,"categories":88,"collections":361},"blog-post","light","2022-02-07T16:48:37","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F2ZDVVxR1-050720211625523867_manuel-reinhard-182240-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[89,276],{"id":10,"count":90,"description":91,"link":81,"name":82,"slug":92,"taxonomy":93,"parent":94,"meta":95,"acf":96,"head_links":97,"resource_count":98,"yoast_title":99,"yoast_meta":100,"yoast_json_ld":145,"_links":244,"path":81},103,"Keeping up to date with the latest \u003Ca href=\"\u002Fpaid-media\u002Fpaid-social\u002F\">Paid Social\u003C\u002Fa> trends, strategies, and announcements can be difficult. Our digital experts regularly blog about paid social media news that’s stirring up the industry, so check back regularly or sign up to our newsletter to stay informed!","paid-social","category",0,[],[],[],11,"Paid Social Media Blog | Tips & Advice | Impression",[101,103,106,109,112,115,118,120,122,124,127,130,133,136,139,142],{"property":102,"content":99},"title",{"property":104,"content":105},"description","Keeping up to date with the latest paid social media trends, strategies, and announcements can be difficult. 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We offer SEO agency, PPC agency, Digital PR agency and Analytics services to companies of all sizes across the UK, North America, Europe and beyond. 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Our digital experts regularly blog about the PPC news that’s stirring up the industry, so check back regularly or sign up to our newsletter to stay informed!\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC services\u003C\u002Fa>, or browse our latest tips, advice and opinions below.\u003C\u002Fp>","ppc",[],[],[],16,"PPC Blog | PPC Tips, Advice & Guides | Impression",[286,287,289,290,292,294,295,296,297,298,299,300,301,302,303,304],{"property":102,"content":284},{"property":104,"content":288},"Keeping up to date with the latest PPC trends, strategies, and announcements can be difficult. 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