Estimated Ad Recall Lift
Estimated Ad Recall Lift is a campaign metric used to compare the effectiveness of tactics such as audience and advertising creative. As the name suggests, Estimated Recall is based on the number of people you reached with your ads or the number of additional people who may remember seeing your ads.
This metric is only an estimate to help advertisers understand more about brand awareness campaigns, Post Engagements, and Video Views Objectives.
Generally, Ad recall lift is an optimization option for campaigns that significantly serve your ads to target audiences who are most likely to remember your ad within two days of seeing it.