Estimated ad recall lift (people)

Definition: An estimate of the number of additional people who may remember seeing your ads, if asked, within two days. This metric is only available for assets that are part of the Brand Awareness, Post Engagement and Video Views objectives.
This metric is estimated and in development.

How it’s used: Estimated ad-recall lift is a useful metric for comparing the effectiveness of tactics such as audience and advertising creative. Optimising for this result helps you reach audiences most likely to recall your ads.

How it’s calculated: The metric is calculated as the difference between the predicted recall of people who saw your ads and the number of people who didn’t see your ads.

Estimated recall is based on the number of people you reached with your ads and how likely each person is to recall the ads they saw. We calibrate the estimate with ad recall lift surveys. This metric is only an estimate and may be imprecise.