Starting 30 April 2019, Facebook will be replacing the single Relevance Score metric with three granular ad relevance metrics.
Facebook knows that its users prefer to see ads which are relevant to them, and thus penalises ads which are of low relevance. Generally, the lower the relevance, the higher the ad cost since the ad is penalised in the ad auction. This information is provided to advertisers through the Relevance Score (and the new metrics replacing it), and encourages businesses to diagnose and improve ad relevance.
What is/was the Relevance Score?
Introduced in 2015, the Relevance Score was intended to tell advertisers how relevant an ad is to its audience. This was a simple 1-10 score, with 10 signifying a highly relevant ad. In a single score, it combines negative reviews, engagement, clicks, conversions, and other metrics.
However, it was not an entirely clear or actionable metric for advertisers. Should they improve the ad copy to make it more engaging? Or perhaps improve the call-to-action? Or should a different ad audience be targeted instead? A single score doesn’t provide clear directions.
What are the new metrics replacing this?
Using an ad’s past performance over a selected date range, 3 ad relevance metrics will now be reported.
Possible values for each of these metrics are:
Above Average (Top 45% of ads)
Average (Bottom 55% of ads)
Below Average (Bottom 35% of ads)
Below Average (Bottom 20% of ads)
Below Average (Bottom 10% of ads)
1. Quality ranking
Quality ranking gives an indication of an ad’s perceived quality compared to other ads competing for the same audience. This is measured through users’ actions (negative reviews, hiding the ad) and Facebook’s assessment of an ad being clickbait or engagement bait.
2. Engagement Rate ranking
This ranking explains an ad’s expected engagement rate compared to other ads competing for the same audience. This is a modelled metric that calculates the likelihood that someone will click, react to, comment on, share or expand an ad.
Facebook’s algorithms are designed to ensure that ad copy engagement baiting (such as asking for likes or comments) will not improve this score.
3. Conversion Rate ranking
This ranks an ad’s expected conversion rate compared to other ads with the same optimisation goal competing for the same audience. This is a modelled metric that calculates the likelihood that someone who viewed the ad will go on to complete the specified optimisation goal. For example, the optimisation goal for a campaign with the “Video views” optimisation goal would be 10-second video views.
Ads with the following campaign objectives will not be ranked: ad recall lift, impressions, reach, and custom conversions.
How to use the new relevance metrics?
The relevance metrics are intended to help diagnose and improve poor performing ads. You should review the 3 diagnostic metrics together, rather than individually. This will give you the most insights into how you can improve your ads.
At the same time, you should be aware that some products and services may naturally exhibit lower engagement or conversion rates. For example, high-price items such as designer handbags should expect lower conversion rate rankings.
The chart below (provided by Facebook) can help with interpreting a given combination of ad relevance diagnostics.
Ad Relevance Diagnostics
|Quality Ranking||Engagement Rate Ranking||Conversion Rate Ranking||Causes||Recommendations|
|Average or above||Average or above||Average or above||You're all good!||Optimise for your advertising objective.|
|Below Average||-||-||The ad is perceived as low quality.||Improve the quality of your creative assets or target an audience more likely to perceive the ad as high quality.|
|Average or above||Average or above||Below Average||The ad isn't producing conversions.||Improve the call-to-action of your ad or post-click experience, or target a higher-intent audience. Some products and services naturally exhibit lower conversion rates than others. If your conversions meet your expectations you may not need to adjust your ad.|
|Average or above||Below Average||Average or above||This ad isn't spurring interest.||Improve your ad's relevance to your audience (For example, by making it more engaging, interesting or eye-catching) or target an audience more likely to interact with this ad.|
|Below Average||Average or above||Average or above||The ad is perceived as low quality.||Improve the quality of your creative assets or target an audience more likely to perceive the ad as high quality.|
|Average or above||Below Average||Below Average||The ad isn't spurring interest or producing conversions.||Improve both the ad's relevance to your audience (For example, by making it more eye-engaging, interesting or eye-catching) and the call-to-action of your ad or post-click experience. Alternatively, target an audience more likely to interact with and convert from your ad.|
|Below Average||Below Average||Average or above||This ad is perceived as low quality and isn't spurring interest.||Improve the quality of your creative assets while also making it more relevant to your audience (For example, by making it more engaging, interesting or eye-catching). Alternatively, target an audience more likely to perceive the ad as high quality and relevant.|
|Below Average||Average or above||Below Average||This ad is click-baity or controversial.||Adjust your ad to more clearly represent the product or service you are advertising. Some products and services naturally exhibit lower conversion rates than others.|
|Below Average||Below Average||Below Average||There's room for improvement across the board.||Try testing different targeting strategies, creative, optimisation goals, post-click experiences, and so on.|