Facebook has shed its relevance scores in favour of new metrics that it says are “more granular”.
If you’ve ever used one or more of Facebook’s many advertising options, then you’ll probably be aware of the Facebook relevance score. Basically, the relevance score is the primary metric Facebook uses to tell businesses how well their ad resonates with their target audience, factoring in both positive and negative feedback. It incorporates elements such as video views, likes and conversions, as well as whether people have hidden or reported their ad.
Although quite straightforward in terms knowing what was factored into the scores, only Facebook really knew the weight each factor gave to the scores. So if you were one of the many people irritated by the system, news of Facebook dropping the relevance scores in favour of new metrics must have been a real pleasure to hear.
As of April 30th, three new metrics replaced the relevance score in order to offer a deeper insight into the predicted success of an ad. These metrics include:
- Quality ranking: A measurement of the quality of an advert, compared to that of competitors. If it becomes apparent that your quality ranking isn’t as good as other adverts targeted at the same audience, you’ll need to find a way to make your advert more relevant. This can be done through ensuring the content of your advert addresses a problem, and has a clear call-to-action.
- Engagement rate ranking: The projected rate of engagement for an advert. This allows you to recognise whether or not your advert needs to be tweaked in order to increase its appeal.
- Conversion rate ranking: The expected conversion rates from an advert. This metric can help you evaluate the effectiveness of your call-to-action, and understand whether it needs to be strengthened.
As well as removing relevance scores, Facebook is also removing 6 other metrics that include; offers saved, cost per offers saved, messaging replies, cost per messaging replies, mobile app purchase return-on-ad-spend (ROAS), and web purchase ROAS. Instead, new measurements have been introduced that Facebook considers to be “more actionable”. The offers saved metric will be replaced with posts saved. Message replies and cost per messaging replies will change to messaging connections and messaging conversations. Finally, there will be one combined metric that will show the ROAS across all channels.
The aim is that these new metrics will offer advertisers a more concentrated view into the projected performance of their ads, allowing for more concise optimisation efforts to ensure the best results.
It can be a time-consuming task when trying to keep up with all the changes and trends in social media marketing, but we can help guide you through this area with our specialist knowledge. Learn more about LOCALiQ’s digital marketing solutions: contact us or visit our website today.