Facebook to replace Ad Relevance Score

Aiming to give advertisers more granular insights about ads performance, Facebook is replacing its ad relevance score with three new metrics and shuttering six other metrics.

The new relevancy metrics are quality ranking, engagement rate ranking and conversion rate ranking. Here is Facebook explaining each one:

  • 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 optimisation goal and competed for the same audience.

The platform is also adding six new, more actionable metrics: offer saved, cost per offers saved, messaging replied, cost per messaging replied, mobile app purchase ROAS, and web purchase ROAS.

Read more here.

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