The Brand Awareness objective is specifically designed to show ads to people who are most likely to pay attention to and remember them. The primary metric to measure the success of this objective is the Estimated Ad Recall Lift (EARL). This metric estimates the number of additional people who may remember seeing your ad if asked within two days. While Reach is a foundational metric for this objective, EARL directly measures the campaign's impact on memory and brand recognition, which is the core goal of a brand awareness campaign.

A. Amount spent: This is a budget metric that tracks campaign cost, not its effectiveness in building brand awareness.

B. Cost per click: This metric is relevant for objectives like Traffic or Conversions, as it measures user engagement, not brand recall.

C. Reach: While a necessary component, Reach only measures the number of unique people who saw the ad, not whether the ad made a memorable impression.

1. Meta Business Help Center, "About the brand awareness objective."

Reference: In the section "Metrics for the brand awareness objective," the documentation states, "When you create a campaign with the brand awareness objective, you can see the estimated ad recall lift (people) metric. This metric shows how many people we estimate would remember your ad if we asked them within two days." This directly links the metric to the objective's success.

2. Meta Business Help Center, "About Estimated Ad Recall Lift (People)."

Reference: The article explicitly states, "Estimated ad recall lift (people) is the best metric to use to understand how well your brand awareness campaign is driving a lift in ad recall." This confirms it as the primary success indicator.

3. Meta Blueprint, "Choose the Right Ad Objective" Course.

Reference: In the module covering Awareness objectives, the course material explains that the Brand Awareness objective is optimized for "ad recall lift," which means the system prioritizes showing ads to users who are likely to remember them. The corresponding success metric is therefore Estimated Ad Recall Lift.