How Facebook Measures Estimated Ad Recall and Why It Matters

Aug 13, 2018

Can you count how many ads you see across platforms every day? How many ads do you remember two days after you’ve seen them? Your personal estimated ad recall is most likely very small. As an advertiser, making sure your ad stands out can be a challenge. Luckily, Facebook does a great job with their algorithm. Their targeting delivers your ads to people who are most likely be interested in your advertising to react positively to your message. Facebook knows how each user typically behaves on the site. It delivers ads in a way that provides a better user experience while using advertiser money wisely. This creates a win-win environment.

How Success Is Measured

Depending on your campaign objective, Facebook offers several different metrics to measure the success of your ad. Brand awareness is a common campaign objective when you want your business, products, or services to be seen by a large number of users. Brand awareness campaigns are successful if your business is just starting up, or just beginning to advertise. They also work well if you’re trying to reach a new target market, or launching a new product or service. When running a brand awareness campaign, the metrics used to measure success can be ambiguous. Facebook provides a few metrics: reach (how many people your ad was delivered to), impressions (how many times your ad was delivered), and estimated ad recall lift. Impressions are generally higher than reach because the same person might have seen the ad multiple times. The reach and number of impressions are definitive, whereas estimated ad recall lift is an educated guess.

Estimated Ad Recall Lift – How Is It Calculated?

So what is estimated ad recall lift and how does Facebook calculate this? Estimated ad recall lift is the estimated number of people likely to remember the ad in two days. There is obviously no exact way to get a specific, correct number for this statistic. However, Facebook is always continuing its research and utilizing its resources to provide the best possible results. This metric is influenced by your targeted audience, powerful creative, and existing awareness of your brand.

  • The number of people your ad reached.
  • Amount of time each person spent “looking” at your ad. If they stopped scrolling and hovered over your ad for 9 seconds as opposed to 1 second.
  • If any interaction with the ad took place: comments, likes, clicks.
  • The audience your ad is being delivered to, and their typical behavior with other ads. 
  • Polling. Results from ad recall surveys. These surveys are given to two groups: a group of people who have seen your ad and a group of people who have not, to keep it controlled. Facebook uses the difference in this number to determine the most accurate answers.

Using Estimated Ad Recall Lift For A Successful Brand Awareness Campaign

Consider the factors that influence estimated ad recall lift and use them to your advantage.  You can set yourself up for a successful brand awareness campaign if you remember that knowing your audience is essential. You will make an impact if you deliver your ad to the right users at the right time. Reach is important. Keep your audience broad enough to convey your message to a significant slice of your target market. Make sure your message is powerful and relevant to your audience! Choose a strong creative. Ads are more successful when the creative resonates with your audience. A creative that draws attention to your audience will lead to action. Make sure you have a proper call-to-action that is appealing to your audience and makes sense for your campaign.  This could be “Contact Us” or “Learn More” or several other options.

Consistency is key with these campaigns. 

If you have the same message and theme across your brand and campaigns, it will resonate with your audience. This allows for a higher estimated ad recall lift rate. With thousands of ads appearing to people every day, it is critical to use these factors in order to create a memorable campaign and boost your estimated ad recall lift.

Contact the experts at BCI Media Services to get started with social media advertising campaigns, 1-800-558-7024 or [email protected]