“Ad recall” measures how memorable an advertising campaign is. To provide advertisers with information about their ads’ memorability, a social media site regularly surveys users about whether they remember ads they had recently interacted with on the site. In a study that drew on this survey data, advertising researcher Kristen Sussman and colleagues noted that different kinds of social media interactions involve different levels of cognitive engagement: commenting on or sharing a post is more cognitively demanding than is clicking on embedded links or on a “like” button. The researchers hypothesized that interactions indicating high levels of cognitive engagement with ad content would result in relatively high levels of ad recall.