Metrics Updates to Offer You More Actionable Business Insights

We’re constantly evolving our ad platform, which means our metrics must evolve too. Today, we're making three updates to our ad metrics. We will replace the single relevance score with three new relevance metrics, update how we calculate potential reach, and remove some other metrics that are used less often.

Relevance score measures whether the ads you ran were relevant to the audience you reached. Rather than measure relevance in one metric, over the next few months, we will replace relevance score with three new, more granular ad relevance diagnostics metrics. Like relevance score, these ad relevance diagnostics are not factored into an ad's performance in the auction. We think this level of granularity will offer reporting that's more actionable for businesses.

Ad relevance diagnostics will measure relevance across these three dimensions:

• 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.

When used together, ad relevance diagnostics will help advertisers understand whether changes to creative assets, audience targeting or the post-click experience might improve performance. We will begin introducing relevance diagnostics over the coming weeks and will begin removing the previous relevance score metric starting April 30. For more information on ad relevance diagnostics, visit the Help Center.

Potential reach provides businesses with a sense of how many people can potentially be reached by an ad campaign. The tool is displayed before a campaign is submitted to us, and should not be confused with campaign reach, which is the number of people an ad actually reached, measured after the ad has run on Facebook.

Potential reach was previously calculated based on the number of total monthly active users on Facebook. Advertisers have asked for an estimate that more closely aligns with the results they see in their campaign performance. Now we're only including people in potential reach who were shown an ad on Facebook in the last 30 days. For instance, some people may have used Facebook without seeing an ad if they are on surfaces without ads, such as Donations. For more information about potential reach, visit the Help Center.

Over the past couple of years, we've regularly updated our metrics offerings and removed metrics that aren't used any longer. In April, we will remove seven ad metrics and replace them with more actionable ones. For example, we are introducing the posts saved metric so businesses can see how many people saved their ads. Offer ads will be counted in the new posts saved metric, so we're removing the offers saved metric. You can see the full list of metrics that will be removed in the Help Center.