How Much Lift In Ad Recall Should I Expect From My Campaigns?

One of the most straight-forward metrics advertisers track to measure the effectiveness of a brand campaign is Ad Recall: Does a respondent actually remember seeing an ad from that advertiser? As an upper-funnel metric, Ad Recall allows you to anticipate lower-funnel performance. Campaigns that are not noticed by consumers typically will not drive a lift in lower-funnel metrics, naturally, and so Ad Recall is an important tool for diagnosing effectiveness of a campaign.

In this white paper Upwave explores the influences on Ad Recall and a methodology must take into account campaign-specific factors and baselines to truly provide insights into a campaign’s effectiveness.