Facebook Introduces New Relevancy Metrics

Facebook’s Advertising Platform is constantly adapting to the needs of marketers. Big Blue came out with a big announcement this week that it will be doing away with the Relevance Score metric.

Relevance Score has been a way for advertisers to understand how relevant their targeting and ad creative are to the audience they’re trying to reach. Advertisers would get a grade on a scale of 1-10 of how relevant their ads were.

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This week, Facebook announced that it will do away with Relevance Score and break it down into three new metrics:

Quality Ranking: How an ad’s perceived quality compares with ads that compete for the same audience.

Engagement Rate Ranking: How an ad’s expected engagement rate compares to ads competing for the same audience.

Conversion Rate Ranking: How an ad’s expected conversion rates compare to ads with the same optimization goals and audience.

It is important to note that these new metrics will not be factored into an ad’s performance in the auction process. Instead, they will provide insights into how changes to ad creative, audience targeting or post-click experience may impact ad performance.

So what does this mean for Facebook Marketers?

Simply put, this means that Facebook Marketers will have more insight into how to improve their campaigns.

By breaking Relevance Score down into three more granular metrics, marketers will be able to better understand which specific parts of their ad creative or targeting may need adjustments.

Facebook has also noted that it will be doing away with some other metrics that advertisers have reported are not very useful:

  • Offers Saved

  • Cost Per Offers Saved

  • Messaging Replies

  • Cost Per Messaging Reply

What is the reason for these changes?

Facebook’s main objective is to create a positive user experience. The value of the platform is solely based on how many active users it has, so Facebook does everything in its power to create the best possible experience for its members. Since irrelevant ads create a negative user experience, Facebook does its best to keep irrelevant ads off of their user’s timelines.

On the other hand, relevant ads create a positive user experience. Therefore, it’s in Facebook’s best interest to provide advertisers with the most effective tools and metrics to create relevant ads for their users. Introducing these new metrics will be a win for both advertisers and Facebook members. Advertisers will have more insights into how to create better campaigns, and Facebook members will have less “junk ads” on their timelines.

This change will come into effect on April 30, 2019.

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Steve KrakowerComment