Ad Recall Lift
What is ARL?
Ad Recall Lift is a Meta-estimated metric that predicts the number of people who would remember seeing your ad if surveyed within 2 days. It is the primary performance metric for Brand Awareness campaigns. Meta uses machine learning models trained on millions of real brand lift surveys to estimate this value without actually polling your audience. Higher ad recall lift indicates your ad is memorable and cutting through the noise.
Example
Your brand awareness campaign reaches 200,000 people and generates an estimated ad recall lift of 30,000. This means approximately 15% of people who saw your ad would remember it if asked within 2 days. Your cost per estimated ad recall lift is $0.05 per person.
Industry Benchmarks
| Platform / Segment | Value | Note |
|---|---|---|
| Ad Recall Lift Rate | 10% – 20% | Percentage of reached users |
| Cost Per Ad Recall Lift | $0.01 – $0.10 | Per estimated person |
| Video vs. Static Lift | 20% – 40% higher | Video drives better recall |
| Strong Campaign | 15%+ recall rate | Above average memorability |
Percentage of reached users
Per estimated person
Video drives better recall
Above average memorability
Benchmarks are approximate averages and vary by industry, targeting, season, and geography.
Optimization Tips
- 1
Use video creative for brand awareness campaigns, video delivers 20–40% higher ad recall lift than static images.
- 2
Place your brand name and logo prominently in the first 3 seconds of video to maximize recall even among early drop-offs.
- 3
Keep your message simple and focused on one key brand association rather than listing multiple features.
- 4
Optimize for ad recall lift when brand awareness is your genuine goal, not as a cheap traffic alternative.
Related Terms
Frequently Asked Questions About ARL
Track Your ARL in Real Time
Adship gives you a unified dashboard to monitor ARL, optimize campaigns, and improve performance across Meta and TikTok.