Since 2015, Facebook has provided advertisers with a metric meant to provide insight into how appropriate a given target audience finds the ads they’re being delivered. On April 30th, the Ad Relevance Score, calculated by measuring positive ad interactions compared with negative feedback like hiding or reporting an ad, is being replaced with three new measurements.
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.
Unlike the Relevance Score (where higher scores resulted in lower delivery costs), the new metrics will not impact an ad’s delivery performance and are only meant to help marketers review and create ads.
More specific campaign metrics are also being swapped out over the coming months.
Offers Saved and Cost Per Offers Saved will become Post Saves.
Messaging Replies and Cost Per Messaging Reply will become New Messaging Connections and Messaging Conversations Stated.
Mobile App Purchase Return on Ad Spend and Web Purchase Return on Ad Spend will be condensed into one Purchase Return on Ad Spend data point.
To discuss how these new metrics can improve your company’s ads and save those valuable marketing dollars, contact Deph Digital.