June 21, 2023
You can access these metrics by customizing the columns in Ads Manager.
Use these three key metrics (see screenshot 1):
➡️ Estimated Ad Recall Lift (people)
➡️ Predicted Recall Lift Rate
➡️ Cost per Predicted Recall Lift
This metric measures the approximate number of people who will remember seeing your ad within two days (see screenshot 2).Historically, Ad Recall Lift has been tied to awareness campaigns, but the definition now also includes engagement.
Your results might be influenced by low-quality clicks and post-engagement, and Ad Recall Lift can serve as a secondary source of validation.
What should your Ad Recall Lift Rate be?We haven't run many engagement campaigns, and those we do are optimized for website actions. Among the few we've conducted, the rates range from 5% to 15% (see screenshot 3). Similar figures were found in Google.
In our view, it’s more useful to use this metric as a guideline rather than setting specific threshold values as a target.
