Everything You Need to Know About Facebook Removing Relevance Score
We all want to be considered relevant, right?
You know this. I know this.
Even Facebook knows this!
Which is why for a long time Facebook used Relevance score as a metric that played a major role in ad rankings.
However, this often difficult to understand metric was removed from Facebook at the end of April.
In its place, Facebook revealed three brand-new metrics designed to measure many of the same aspects of your performance.
If you have experience with Facebook marketing, you know how important the relevance score was to the success of a campaign.
You’ll now need to learn everything about the new metrics in order to leverage that information to make the most informed decisions possible.
What Was Relevance Score?
If you’re not familiar with the relevance score, you may be wondering why these new metrics are so crucial to your marketing approach.
Relevance scores were given to ads based on their performance with the target audience.
Facebook ads with higher relevance scores on a 1-10 scale would be given priority.
The score acted as a general metric which indicated which ads were doing well and which ones weren’t.
While relevance score was around, it was critical to keep your eye on it.
However, it became clear the metric was imperfect and not specific enough for the needs of marketers.
The Relevance score calculation was never really explained by Facebook, and a result improving your Relevance score was difficult.
Now that we see Facebook removing relevance score we now need to focus on three new metrics which are outlined below.
Three New Facebook Ad Metrics
At the time of writing this post you may still have relevance score data in your Ad Manager.
But as the new Ad Manager rolls out you will no longer be able to access that score.
Marketers will need to track three new metrics which give a more detailed picture of how each ad is doing.
Here’s the thing…
This information is much more valuable than relevance scores ever were, and effective marketers have already started responding positively to the change.
Instead of guessing which factors are negatively influencing a given ad…
… you’ll now have access to 3 discrete numbers that allow you to determine what is and isn’t working in your ad strategy.
These are the three metrics which recently replaced relevance score:
- Conversion rate: This represents the rate at which your ad converts your Facebook audience, compared to other content targeting the same group of users.
- Engagement rate: Similarly, engagement rate is intended to measure how well your ad is promoting engagement relative to your competitors.
- Quality: The quality metric represents Facebook’s verdict on the quality of your advertisement and could be influenced by factors like mobile optimization and image resolution.
Successful Facebook marketers are constantly updating their strategies and tactics in response to the latest trends and developments.
By Facebook removing relevance score as a metric this becomes the perfect opportunity to take a more proactive approach to Facebook’s marketing analytics.
Understanding how these new metrics differ from the old relevance score will help you leverage this new information in order to make continual improvements to your content.
Over time, you’ll start to get a sense of what makes an ad succeed in conversion, engagement, and quality, and which strategies to avoid.
Stay tuned for a more detailed blog post on how to improve these metrics inside of your Facebook ad manager.