Facebook has apparently provided a more detailed explanation to advertisers about how their ads are scored based on the so-called ‘relevance score.’ which is a measure of how users react to ads shown during their sessions.
This is to give advertisers, especially those who value data higher than others, a better understanding of how to make their ads more ‘relevant.’ An official blog post from Facebook says, “We think that this level of granularity will offer reporting that’s more actionable for businesses.”
The three new metrics that will affect the overall score include the following:
- Quality ranking – How your ad’s perceived quality compared with ads competing for the same audience.
- Engagement rate ranking – How your ad’s expected engagement rate compared with ads competing for the same audience.
- Conversion rate ranking – How your ad’s expected conversion rate compared with ads that had the same optimization goal and competed for the same audience.
With all the metrics combined, a score will be given to advertisers, which they can then use to improve their ad performance. Facebook says that “the higher an ad’s relevance score is, the less it will cost to be delivered.”
Google already implemented the same thing before Facebook, called it ‘quality score,’ which, according to advertisers, is more straightforward than Facebook’s metrics.
