Ad Recall Lift is a metric used in Ads Manager to measure the estimated number of people who will recall seeing an ad within two days. It includes three specific metrics:
- Estimated Ad Recall Lift (People)
- Estimated Ad Recall Lift Rate
- Cost Per Estimated Ad Recall Lift
Historical Context and Current Use
Originally tied to Awareness campaigns, Ad Recall Lift now also applies to Engagement campaigns. This change is noted in Meta’s Help Center articles, where one mentions only Awareness while another includes both Awareness and Engagement. The performance goal's relevance has also shifted, indicating new developments.
Utility in Engagement Campaigns
Ad Recall Lift can be particularly useful for Engagement campaigns, offering a secondary reference to counterbalance potentially low-quality clicks and post engagements. While specific thresholds for a good Ad Recall Lift Rate are not emphasized, typical rates range between 5% and 15%. It’s suggested to use this metric for comparative purposes across different campaigns, ad sets, or ads rather than as a standalone goal.
Practical Application
The metric takes time to populate, as it is based on an estimate of ad recall within two days. Initial observations from a new Engagement campaign indicate that data for this metric may not be immediately available.
