Facebook this week announced the end of relevance score as an evolution of the ad metrics. Facebook Relevance Score is being replaced by 3 new metrics, starting 30 April, that form the new Ad Relevance Diagnostics. According to Facebook, ad relevance diagnostics are not factored into an ad’s performance in the auction, similar as the relevance score.
The new ad metrics are quality ranking, engagement rate ranking and conversion rate ranking. Here what the new dimensions mean:
- Quality ranking: How the ad’s perceived quality compared with ads competing for the same audience.
- Engagement rate ranking: How the ad’s expected engagement rate compared with ads competing for the same audience.
- Conversion rate ranking: How the ad’s expected conversion rate compared with ads that had the same optimization goal and competed for the same audience.
Facebook says the ad relevance diagnostics will help advertisers understand whether changes to creative assets, audience targeting or the post-click experience might improve performance.
Ad relevance diagnostics will only be available for ads with more than 500 impressions.