Use Ad Recall Lift for engagement campaigns…
What is Ad Recall Lift?
You can access these metrics by customizing columns in Ads Manager.
There are three metrics you can use:
- Estimated Ad Recall Lift (People)
- Estimated Ad Recall Lift Rate
- Cost Per Estimated Ad Recall Lift
This measures the estimate of the number of people who will recall seeing your ad within two days. It’s an estimate, and while it may be a bit fuzzy, it could be valuable for campaigns that otherwise offer fuzzy results — like Awareness and Engagement.
Ad Recall Lift has historically been tied to Awareness campaigns, but I noticed that the definition now includes Engagement. I don’t know how long that’s been the case, but one of Meta’s Help Center articles on Ad Recall Lift only mentions Awareness…
while another lists both.
The first also indicates that the performance goal matters, but that no longer seems to be the case. So, this feels new.
Is It Useful?
This could be really useful for Engagement campaigns. Your results could be padded with low quality clicks and post engagement, and Ad Recall Lift could help as a second reference.
What’s a good Ad Recall Lift Rate? I don’t run many Engagement campaigns, and the ones I do run are optimized for website actions (custom events). Of the few I ran, rates tend to be between 5 and 15%, and that’s consistent with what I found from some Googling.
That said, it may be more valuable to use this as a reference point, rather than setting specific thresholds as a goal. Focus on comparing one campaign, ad set, or ad to another.
I’ve started a new Engagement campaign as a test, and it also appears that it takes some time to populate this data. That would make sense since it’s based on an estimate of whether someone will recall seeing your ad within two days. My two-day old ad doesn’t have data for this metric yet.
Do you use Ad Recall Lift?