Lookalikes vs Advantage+ audience: LALs are fading

Lookalikes vs Advantage+ audience: LALs are fading
Across 42 accounts, 90d:
— 1% Lookalike: $31 CPA, but maxes out fast — audience too narrow to scale past $1k/day
— Advantage+ audience (broad + suggestions): $30 CPA and scales to $5k/day on the same pixel
Post-ATT (App Tracking Transparency), seed audiences are thinner, so LAL quality dropped ~20% vs 2021 baselines. The edge eroded.
Read: LALs still beat cold broad at low spend, but use Advantage+ audience as your scaling vehicle — it doesn't hit a ceiling.