Farewell Facebook Ad Relevance Score, replaced with new better metrics
Similarly, as any innovation needs incidental updates, so does Facebook! We regularly observe changes in the presence of the Facebook application, however there are additionally changes in the background.
As of March 12, 2019, Facebook has chosen to eliminate the advertisement Relevancy score as you most likely are aware it.
The advertisement relevancy score will be replaced with three new measurements metrics updates on how potential reach is determined and evacuating measurements that are less noteworthy.
What makes this change different?
The old relevance score measured if your ads were relevant to the audience you reached.
Instead of looking at this one metric, Facebook will now use three metrics in hopes that it will provide more actionable insights for improvement.
The three metrics will measure relevance on the following:
- Quality Ranking. This measures what your ad’s perceived quality is when compared to ads competing for the same audience.
- Engagement Rate Ranking. This ranking measure your ad’s expected engagement rate compared to other ads targeting the same audience.
- Conversion Rate Ranking. This measures your ad’s expected conversion rate compared to other ads that had the same optimization goal as well as competing for the same audience.
When all three of these metrics are used together, the relevance diagnostics will help advertisers improve performance. It will help you with updating creative assets, post-click experiences and audience targeting.
Facebook has already begun introducing these new metrics and will begin phasing the previous relevance score out on April 30, 2019.
What else is changing?
Not only are the ad relevance metrics being updated, but potential reach is also going to be calculated differently! Previously, potential reach on Facebook was calculated based on the total monthly active users.
However, potential reach will now only include people who were shown an ad on Facebook within the last 30 days.
Facebook is removing metrics that has been less actionable for businesses. On April 30, 2019, Facebook will be removing seven metrics and replacing them with newer ones.
For example, one of the new metrics includes a “Posts Saved” metric; this will allow businesses to see how many people saved their ads.
Final Thoughts
Although Facebook is phasing out their ad relevance score, they are replacing it with better metrics that will help businesses see more success with their ads.