Ad recall explained: the survey-based metric at the core of brand lift studies
· 3h ago · Originally reported by PPC Land
An explainer breaks down ad recall, defined as the share of people who remember seeing an advertisement after being exposed to it. The metric is gathered through surveys and stands as the most widely used measure in brand lift studies, giving advertisers a standard way to judge memorability.
Why it matters
Brand advertising has no clicks to count, so recall surveys are often the main evidence that a campaign actually registered with people. Understanding this metric helps marketers interpret brand lift results they are sold on platforms.
Explain it like I’m new here
It's like asking classmates the next day who remembers the poster they walked past at school — whoever raises a hand counts as ad recall.
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