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Facebook knows everything about everything–even the likelihood that you’ll remember an ad.

They just released a new reporting metric called Estimated Ad Recall Lift; it is an estimate of how many people are likely to remember your ad after having seen it. Truthfully, I have no idea how they calculate this, but here is what FB has to say about how you can use it:

“Compare the effectiveness of different creatives or target audiences real time. If a particular ad has higher Estimated Ad Recall Lift (people), then you may want to consider shifting more budget to that ad.

Monitor the change in this metric over time to understand the long-term impact of your brand campaigns. Identify and increase budget on the types of creative and targeting that drive the most value for your business.

Other brand performance metrics such as reach, video views, and cost per video view can also help you to measure the impact of your brand campaigns. These metrics are designed to be an improved benchmark for brand awareness vs. metrics like clicks and engagements.”

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