Ad Recall Lift measures the effectiveness of advertising campaigns. In simple terms, it is the number of people who remember seeing an ad after seeing it.

One platform that leverages Ad Recall Lift is Facebook. Among the world’s most popular social media platforms, Facebook provides an unparalleled opportunity to interact with potential customers and build brand awareness. And this is where tracking and improving your ad recall lift rate can help. some cases, but we’ll get to that.

In this article, we’ll:

  • Examine Ad Recall Lift in the context of Facebook ads, learn how it works, and discuss strategies to increase it
  • Describe how to measure and track Ad Recall Lift

How Estimated Ad Recall Lift Works on Facebook

Facebook’s estimated ad recall lift metric is available to advertisers using:

  • the engagement objective
  • The Video views objective
  • The ad recall lift optimization within the brand awareness objective

It’s important to note that this is an estimated metric, and Facebook has introduced it as a metric in development, so it should only be used as a secondary metric. The company recommends using it “for directional guidance.”

In total, there are three different metrics related to Ad Recall Lift on Facebook:

Ad Recall Lift (People)

Represents the number of additional people who may recall seeing your ads within two days if asked.

It is calculated as the difference between the predicted recall of people who saw your ads and the number of people who did not see them. It takes into account the reach of your ads and how likely people are to recall them. Facebook uses surveys to make sure its estimate is accurate.

In most cases, the survey is sent to a randomly selected group of people who have seen the ad, with the results compared to those who did not see the ad.

Ad Recall Lift (rate)

Represents the percentage of people who recall seeing your ad within 2 days when asked about it. 

It is calculated by dividing the estimated ad recall lift (people) by the reach of your ads.

Cost per ad recall lift

Represents the average cost for each estimated ad recall lift.

On Facebook, advertisers also have access to the campaign optimization option called Ad recall lift, which, if chosen, will serve your ads to people who are likely to remember your ad within two days of seeing it.

How and Why to Boost Ad Recall Lift

An ad that is remembered can leave a lasting impression on the viewer, which may make them more likely to recall the brand or product in the future. In turn, this can lead to higher engagement rates and increased website traffic, which can, in turn, increase sales and conversions.

Boosting Ad Recall Lift can also improve advertising campaign effectiveness. You can optimize your ad spend and create more impactful campaigns when you understand which ads resonate with the target audience.

Here are some things you can do to create more memorable campaigns and improve ad recall lift.

Use eye-catching visuals

A well-designed ad with bright colors, bold typography, and high-quality images or videos can help it stand out in a crowded news feed. These elements can help to draw attention to the ad, making it more likely to be seen and remembered by viewers. Additionally, visuals can assist in conveying a clear message quickly and effectively.

Nike Facebook Ad
Nike Facebook Ads

Incorporate memorable messaging

Make sure your messaging resonates with your target audience. Your message should be clear, concise, and align with the values and mission of your brand. Avoid jargon and use easy-to-understand language. You can make your message more engaging by using visuals, such as images, videos, and infographics.

#LastSelfie Campaign by WWF

Personalize your ads

Ad Recall Lift can be increased by personalizing ads to specific audience segments. To create tailored ads, you can segment audiences based on demographics, interests, and behaviors on Facebook.

Spotify Wrapped
Spotify Wrapped 2022

Use effective call-to-actions

Encourage viewers to take action after viewing the ad by including a clear and compelling call-to-action (CTA). CTAs need to be clear and aligned with the ad’s goal, whether to drive traffic or generate leads.

Take advantage of remarketing and retargeting

Displaying ads to people who have already interacted with the brand or website can increase Ad Recall Lift. Remarketing and retargeting allow you to display more relevant and personalized ads to users who have visited your website or engaged with your Facebook page.

How important is the Estimated Ad Recall Lift Metric, though?

It depends on what you’re trying to achieve.

The estimated ad recall lift is just that: an estimate. Facebook goes on to describe it as “in development”. So don’t rely on it too much.

A memorable campaign is important, but engagement, click-through rate, and conversions are also indicators of whether it is memorable.

However, ad recall lift can be beneficial in brand awareness campaigns when you want to make sure your brand’s image is performing well, and people are starting to notice you. Consider it one part of the puzzle, but keep the overall picture in mind when creating and launching campaigns.