The digital marketing environment is evolving at the speed of light. These changes are bringing massive disruptions in digital marketing strategies. For instance, changes like the iOS 14’s App Tracking Transparency (ATT) policy have significantly hindered the collection of valuable audience-targeting data.

A paltry 25% of iOS users now allow the tracking of their activities across websites and apps. While ATT empowers iOS users to choose whether they or not they want their behavior data collected by apps or websites, it limits useful data for interest-based targeting.

So, say, for instance, a shopper spots your captivating ad on Facebook, Google Chrome, or YouTube. They click on it and successfully land on your landing page. In the past, Google Analytics would track that conversion, logging it into metrics long after the shopper had left their apps. Not so today.

So, how can you create better ads without critical user behavior data from 3 out of 4 of your shoppers? Well, use lookalike audiences in your retargeting strategies. Lookalike audiences is a strategy that targets shoppers with online behavior or interests similar to your best existing customers.

A shoe retailer, for instance, can build a custom lookalike audience list from a list of users who visited their website in a specific period. Alternatively, they can create lookalike audiences from customer lists and email subscriber lists from social media-based interest-based audiences.

Map your audience via their patterns and behavior to create better online ads with higher conversion rates. Use your lookalike audience data in content marketing to guide your video content creation or social post topics. Use it also to segment your email marketing audience and, like a skilled archer, gracefully direct your digital ads toward an already receptive audience.