About the estimated ad recall lift (people) metric

Our estimated ad recall lift (people) metric is available for ads using the Page post engagement objective, the video views objective and the ad recall lift performance goal within the brand awareness objective. Learn how to see your reporting.

The estimated ad recall lift (people) metric shows how many people we estimate would remember seeing your ad if we asked them within two days.

The ad recall lift performance goal delivers your ad to the people we estimate would remember seeing your ad if we asked them within two days.

The advertising industry has long used whether or not people remember your ads as a key sign of whether they are resonating with audiences.

This was traditionally measured using "ad recall surveys".

• We choose the best people to deliver your ads to. Within your targeting, we show your ad to the people we think will later recall seeing it as a result of seeing your campaign. We choose people based on:
  

  • Behaviour. We measure more than a thousand signals including the existing relationship that someone has with your Page, their likelihood of interacting with the ad and demographic characteristics.
  • Polling. We are constantly calibrating our predictions by running thousands of polls on a random sample of campaigns each day that ask people if they recall an ad.
• We use machine learning to project the results of a full ad recall survey from our data for this approximate metric.

  • Estimated ad recall lift (people) is defined as the incremental number of people that would answer "Yes" to "Do you recall seeing an ad from [brand] in the last two days?" The incremental number is calculated by asking both an exposed group (who have seen the ad) and a control group (who haven't seen the ad) the same question and then calculating the difference between the two groups.
  • Estimated ad recall lift (people) is labelled as an 'estimated' and 'in development' metric. This means that we are continuously improving our calculation methodology and, as a result, we recommend that you should only compare this metric across campaigns running simultaneously.

Notes:

• A brand lift test is required for the most accurate measurement of ad recall. However, if your campaign does not meet the criteria to conduct a full study, estimated ad recall lift (people) can be an affordable, accessible alternative.
• As estimated ad recall lift (people) improves over time and varies by audience, we recommend not comparing estimated ad recall lift (people) metrics from campaigns running with different targeting or at different periods of time.
• Nielsen Brand Effect, or other third-party studies, may deliver different numbers. Nielsen Brand Effect studies are based on poll responses. Our metric is an estimate based on data and signals from the campaign, using poll responses for calibration.
• We renamed the brand awareness performance goal that you can select in the brand awareness objective the ad recall lift optimisation. This is a better description of what it does following a series of improvements to both the performance goal and the accuracy of the estimated ad recall lift (people) metric. Campaign metrics that were measured using the old methodology (roughly before December 2017) should not be compared to new campaigns.
• We recommend targeting a relatively wide audience, so the optimisation can find people who are more likely to recall seeing the ad. That said, testing is the best way to find a good targeting strategy.
• Other metrics are useful for brand campaigns. Estimated ad recall lift (people) rate is the estimated incremental number of people who recall your ad divided by the number of people that your ad reached. Cost per estimated ad recall lift (people) is the average cost per incremental person that we estimate will recall seeing your ad if asked. Reach is the number of people who were served an impression.

View estimated ad recall lift (people) reporting

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