Today's 'what the heck is?'...CPEARL
(Cost Per) Estimated Ad Recall Lift
What it is?
A metric available for ads on Meta platforms which shows the number of people they estimate would remember your ad after two days, used for Brand Awareness campaigns.
How its calculated?
Using some Meta secret sauce that includes machine learning from full ad recall surveys.
What’s good about it?
For Brand Awareness campaigns it is, of course, more relevant to know how many people would remember your ad, than how many people just saw it in passing.
The watch outs?
If you chose “Estimate Ad Recall Lift” for targeting, ads will be directed to those who have previously interacted with your page, and people who are more likely to recall ads in general. You may increase your probability of “preaching to the converted” and/or reaching the social equivalent of ‘heavy viewers’.
Also, because ad recall lift increases over time, it is not recommended to compare the metric to campaigns running with different targeting, so you may need to really commit if you want to give is a go.
Finally, it falls definitely more into the “science” than “art” bucket i.e. it doesn’t account in any way for the creative.
Our verdict?
The intention is good, and the research and machine learning going into Estimated Ad Recall Lift will ultimately improve overall performance but in practice, without enormous scale, it may not really tell you as an advertiser much.
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