New Facebook Metrics Coming in April

For many years Facebook has used Relevance Score to measure ads in terms of their relevance to their target audience. This basic metric was somewhat helpful for marketers but not necessarily that insightful. Now Facebook will introduce new metrics to replace the Relevance Score at end of April.

Instead of the current Relevance Score, Facebook will have three new metrics to show ad performance:

  • Quality ranking: Ad quality on how the ad is perceived by the target audience
  • Engagement rate ranking: The expected engagement rate for your ad and how it compares with other competing ads
  • Conversion rate ranking: The expected conversion rate for your ad and how it compares with other competing ads

These new metrics will give advertisers more detail about the success of their ads and what they need to improve. The ad relevance metrics will start showing up over the next weeks while the relevance score will be removed on April 30.

Audience Reach Changes

Facebook’s potential reach numbers will be more accurate soon. This is the number that shows when we’re creating an ad and we see the potential audience reach of the ad. Right now reach is calculated on the total monthly active users on Facebook so it represents an absolute best cast of potential reach that you never really achieve.

With the new changes Facebook will only measure people who saw an ad on Facebook in the last 30 days. This change should provide a more realistic number for audience reach.

Overall these are welcome changes that will help manage expectations for a campaign and provide more insight into the campaign’s performance. That will help marketer’s create more effective campaigns and deliver better engagement with customers.

Are you considering the merits of working with a digital marketing agency?

Here are two factors to consider if you are working through this decision.

1. What expertise do I have or do my employees have in digital marketing? There are many aspects to building and managing your online presence. Options include pay per click search ads, facebook ads plus display and video ads. Then you have SEO, social media management and content creation for your website and social media. So consider what resources and expertise you bring to the table to get started and keep these initiatives going.

2. Are you prepared to manage the process? You may feel you are ready to get started and have some of your team take this on as a new task. But can you manage that process? This is now over and above your current day to day running of your business. How will you determine if the results are what they should be? It’s not a bad idea to let someone in your organization work on your digital marketing. Many digital marketing tools are self-serve. It’s easy to post to social media. After you get going you will recognize the limitations of a self-serve model. Does your team have the time to consistently work on it? What else could we be doing online? That is when you should discuss your needs and goals with a digital marketing professional.

As you get more familiar with the capabilities and complexity of digital marketing, reach out to an expert. You will be glad you did.