The custom audience match rate is the number of customers that match the target audience in the database of either Meta or Google. In this context, we stick to Facebook's custom audience match rate - i.e., the number of matched users in the list per every 100 facebook audiences. When you create custom audience on Facebook, it helps Facebook to show relevant ads to the right people, increasing the reach and optimizing the spending on the ad.

With more accurate data from both the pixel and the conversions API, you can achieve more leverage on your match rates on Facebook for your custom intent audiences.

A custom audience is the data of the audience that you collect from your website/CRMs/other offline channels and submit to the ad platforms while the lookalike audience is something that the ad platforms, in this case, Facebook, tries to identify based on the similarities between the data of the users you provided and in their database. So, the winner of custom vs lookalike audiences would be lookalike audiences on facebook that are supplemented by custom audiences.

Sadly, Yes. They do. Facebook ads do not run beyond 28 days effectively. Therefore, the Facebook custom audiences expire at some or the other point. Whereas with CustomerLabs, when you collect the first party data, which is your data. The data stays for beyond 365 days, i.e., forever!