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.