In brief: Facebook is removing its ad relevance scores in favor of more ‘granular’ metrics

by Vincent Wee
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Facebook has announced that it will be removing its Ad Relevance Score as part of a broader shift to more granular, relevant ad metrics to help improve performance. Ad Relevance Score was launched in 2015 to provide advertisers with more insight into their ad performance and what to expect. As explained by Facebook:

  • Rather than measuring relevance with one metric, over the next few months, Facebook will replace relevance score with three newer and more granular ad relevance diagnostics metrics.
  • These ad relevance diagnostics will not be factored into an ad’s performance in the auction.
  • The relevance score is calculated based on the positive and negative feedback we may expect an ad to receive from its target audience.
  • The more positive interactions, the higher the ad’s relevance score and vice versa.
  • The idea was to help advertisers create better ads, using Facebook’s insights, and to improve ad performance.
  • But a single metric doesn’t provide enough actionable insight.
  • The new metrics will cover Quality Ranking, Engagement Rate Ranking and Conversion Rate Ranking.
  • The extra detail will allow more specific focus on each element of your ad to help focus on the important areas to improve, which will help advertisers understand their relative campaign performance better.
  • Facebook will also be removing six other ad metrics, and be replacing them with more actionable data points.
  • Facebook’s new ad performance metrics will be introduced over the next few weeks, with relevance score being removed as of 30 April.

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