What key performance indicators (KPIs) should I track to measure brand recall from Facebook Ads?

Tracking brand recall from Facebook Ads involves monitoring specific key performance indicators (KPIs) that indicate how well users remember your brand after seeing your ads. Here are some essential KPIs to consider:

1. **Ad Recall Lift (Facebook-specific metric):**
   - Facebook provides an Ad Recall Lift metric that measures the estimated number of people who remember seeing your ads within two days. It compares the brand recall among people who saw your ads against those who didn't.

2. **Brand Awareness:**
   - Track changes in brand awareness among your target audience before and after running Facebook ad campaigns. This can be measured through surveys, brand tracking studies, or social media listening tools.

3. **Engagement Metrics:**
   - Look at engagement metrics such as likes, comments, shares, and clicks on your ads. Higher engagement often correlates with better brand recall as users interact more actively with your content.

4. **Reach and Impressions:**
   - Monitor the reach and impressions of your ads to understand how many people have been exposed to your brand messages. Higher reach and frequency can contribute to improved brand recall.

5. **Website Traffic and Interaction:**
   - Analyze traffic to your website or landing pages from Facebook Ads. Look at metrics like bounce rate, time spent on site, and pages per session to gauge user interaction and recall of your brand.

6. **Social Media Mentions and Sentiment:**
   - Monitor social media platforms for mentions of your brand and sentiment analysis. Positive mentions and discussions indicate strong brand recall and engagement.

7. **Surveys and Feedback:**
   - Conduct post-campaign surveys or feedback forms to directly ask users about their recall of your brand and specific ad messages. Include questions about brand attributes or key messages to assess recall.

### Implementation Example:

- **Scenario:** A tech startup wants to measure brand recall for its new app launch campaign on Facebook.

- **Approach:**
  - **Ad Recall Lift:** Use Facebook's Ad Manager to track the Ad Recall Lift metric for the campaign. Compare the recall among exposed versus non-exposed audiences.
  - **Engagement Metrics:** Monitor likes, shares, and comments on the ads. Higher engagement indicates stronger brand interaction and potential recall.
  - **Website Traffic:** Analyze traffic to the app's landing page from Facebook Ads. Measure user behavior metrics to assess how well users remember the app after seeing the ads.
  - **Surveys:** Conduct a follow-up survey among app users to ask about their familiarity with the app and specific features highlighted in the ads.

By tracking these KPIs, you can effectively measure brand recall from your Facebook Ads campaigns and assess the impact of your advertising efforts on user memory and brand perception. Adjust your strategies based on these insights to enhance brand recall and achieve your marketing objectives.