Understand your awareness campaign's estimated ad recall lift

The original 11 ad objectives in Meta Ads Manager have been simplified into 6 to better align with your business goals. All the same functionality is available through additional settings. Starting from January 2024, you can no longer create, duplicate or import campaigns, ad sets and ads previously created with the original objectives. As soon as you transition from original to simplified objectives, make sure that you pause the campaigns, ad sets and ads that use original objectives to avoid running identical campaigns in parallel. Learn more about this update to the ad objectives.

The awareness objective is designed for advertisers who want to find people who are more likely to recall their ads. Cost per estimated ad recall lift (people) is a valuable metric for advertisers who want to test which ads drive ad recall.

The awareness objective is designed for advertisers who want to find people who are more likely to recall their ads. Cost per estimated ad recall lift (people) is a valuable metric for advertisers who want to test which ads drive ad recall.

You can compare:

• How different ad creatives resonate with your audience: For example, create two different ad creatives, each in its own ad set. Run the ads simultaneously. Target the same broad audience. Compare cost per estimated ad recall lift (people) for an indication of which ad creative may be more memorable, based on your budget.
• How different audiences are likely to recall your ads: For example, create two different ad sets targeting two different audiences using the same ad creative. Run the ads simultaneously. Compare cost per estimated ad recall lift (people) for an indication of which audience found the ad most memorable, based on your budget.

To look at some of the relevant metrics for an awareness objective campaign that's optimised for ad recall lift:

1. Open Ads Manager.
2. Look at your estimated ad recall lift (people) and cost per estimated ad recall lift (people) metrics. Select Columns: Performance, then choose Customise columns... in the drop-down menu. Use the search bar to find the metrics, then select Apply.
3. Look at your Reach and Frequency metrics. Select Columns, then choose Delivery in the drop-down menu.
   Metrics such as reach and frequency, which measure how many people your campaign reached and how many times they saw your ads, are important measures of the success of any brand campaign.
4. (Optional, if you used video) Look at your Video metrics. Select Columns, then choose Video engagement in the drop-down menu.

Estimated ad recall lift (people) is only an estimate and may be imprecise. To accurately measure ad recall lift, it's best to use a brand lift study. Eligibility for a brand lift study is dependent on several factors and availability is not guaranteed. Learn more about brand lift studies.