March 29, 2024

Using Facebook LTV Lookalike Audiences To Grow Your Subscription Box.

As subscription box owners, we always want to achieve massive growth and to see lots of new customers signing up every day. As mentioned in my previous post to make this happen, you have to come up with a really attractive offer that is going to suck customers in and get them excited about experiencing your box. One of the main problems with this is if your offer is really good you are going to see some bargain hunters and deal chasers signing up to your box.

These types of customers are the worst kind of customers to deal with. They drive up your customer support tickets, they love to complain, and they definitely will not stay subscribed. It’s highly likely they will take your offer and then they will cancel after the first payment. So that’s why it is very important that you protect your business and only create offers that are attractive to the customer and also make sense for you financially as well. The last thing you want to do is end up as a busy fool sending out thousands of boxes and losing money in the process.

But what if I told you there was a way to market your offer to the right people and attract higher-quality customers to your box. In my previous post, I touched on lookalike audiences and I explained why everybody needs to be using them when marketing on Facebook.

(A lookalike audience is a group of people who are similar to existing customers. Give Facebook a CSV of your customer’s email addresses and the algorithm will put together an audience of similar people to market to. Read my previous post for more info on this) There is a deeper layer to lookalike audiences though and it’s something that everybody needs to be doing.

Introducing Facebook Lifetime Value Lookalike Audiences.


What is a lifetime value lookalike audience and what is the difference between this and a normal lookalike audience? An LTV lookalike audience is a list of all your existing customers but it includes some crucial data. The CSV file states the total amount each customer has paid you when subscribed to your box. As everybody knows there is a massive difference between a customer who has stayed subscribed for 15 months compared to somebody who has cancelled after 2 payments.
You are actually able to feed Facebook this data and the algorithm will focus on building a lookalike audience of higher quality customers. This is really powerful and will make your marketing efforts much better.

How do you do this?


The first thing you need to do is find a way of extracting this data into a CSV file. I had a look in Stripe a few months back and I don’t think it was possible to do. We use a program called ChartMogul to do it.
(This is an amazing program that will give you a full breakdown on your metrics as well. It is an expensive program but it is worth it for the sheer amount of information you get from it) You simply go to the customer section and filter the columns to include net payments then export the CSV file.

You then load up Facebook Business manager as normal and go into audience manager. You then select the option to create a custom audience using a customer list. You will then have the option to use a file that includes CLTV. Simply upload this CSV file and you are good to go. Make sure you include all customer data even the people who have a low CLTV as it will help Facebook optimize better and will tell it to avoid these type of people when you are advertising. Once your custom audience is created you can then turn it into lookalike audiences as normal.


Congratulations you now have an extremely powerful audience to market to. You can hone in even further on your ideal customer by adding interests, gender and ages to the mix when setting up your campaigns.

Here are some of the benefits of doing this.

  1. Higher Quality Customers.
  2. Lower Churn. (These people tend to stick around longer if you provide good service)
  3. These customers spend more money so you can sell them other products through email.
  4. We have seen lower CPA’s as well


This tactic will only work if you have been running a while and you have a good amount of customer data to use. You can start testing it when you have at least 500 customers, but you will really notice it getting powerful when you reach the 1000 mark. Facebook then has a good amount of data to work with and knows who to focus on. You also need to be running awhile so you can accurately see which customers have a higher lifetime value.

As you get more and more customers and time goes on, it is important to keep making new lookalike audiences and feeding Facebook more data as this tactic will keep getting more powerful up to a certain point. If you are only new and you don’t have enough buyers to try this yet, don’t worry you will get there. See my previous post about Facebook Ads. I explain a way you can use quizzes and surveys to start building lookalike audiences to advertise to straight away.


I hope this post helps a few people. I have lots more tactics and strategies that I will share another time when I get a chance. If anybody has any questions about this, please let me know and I would be happy to help.

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