Facebook changed its reporting and relevance scores again! Before you freak out the new metrics should help out all advertisers if they know what to look for. Facebook has had relevance scores for the past few years to show advertisers where they rank compared to other ads competing for the same ad space. This should have been very important to you as an advertiser! If you haven’t been reviewing it or didn’t even know it existed here’s a brief history and what to expect next.
Originally the relevance score was a three-part system including relevance score, positive feedback, and negative feedback. The system was designed to be a reflection of your ads performance as a way to track your performance compared to other ads auctioned to your potential audience. Based on those 3 factors Facebook issued ads a score on a scale of 1-10 with 10 being outstanding and 1 being the poorest performing. The past year or so Facebook has changed the relevance score to eliminate the positive and negative feedback metrics and only shows the relevance score. Finally beginning April 30th Facebook will begin sharing an updated version of relevance score that will be super helpful to all advertisers. Now Facebook will share 3 new metrics that you can use to decide which parts of your ads need to be improved to maximize performance. The new metrics are quality ranking, engagement rate ranking, and conversion rate ranking. So you’re asking what does that mean and how can I use it?
The quality ranking will be Facebook’s ranking of your ad compared against the other ads competing for the same ad space for your targeted audience.
Engagement Rate Ranking:
The engagement rate ranking will measure how well your ad will engage your audience compared against the other ads competing for the same ad space for your targeted audience.
Conversion Rate Ranking:
The conversion rate ranking will measure how well Facebook expects your ad to convert compared against the other ads competing for the same ad space for your targeted audience.
You can get more info from Facebook here.
How Can I Use These Metrics:
Each of these metrics will be reported with 2 options. The first being “Average or Above Average”. This tells you that your ad is performing at or above average compared to the other ads you are competing against. The second in “Below Average” which tells you that your ads are not performing as well as they are expected to be. Facebook states that these scores do NOT impact your ads performance within the auction system but they are meant to help you assess which parts of your ad are underperforming. Now you can easily see which part of your ads are contributing to poor performance.
The quality ranking will be a reflection of how good your ad targeting is based on your target audience (age, geography, etc.) If your ad is “Below Average” in quality ranking you should go back and review your targeting options to ensure you have focused on your true target customers.
The engagement rate ranking will show you how well your ad copy, media, and structure are at engaging your potential audience. If your ad is “Below Average” in this category you should go back and review your ad creative to ensure you are engaging your potential audience. Well written ad copy and great image/video selection are critical to the success of any ad campaign. Make sure you understand how your potential customers are using social media. On Facebook the media (image/video) is the primary source of “thumb stopping” and you have <6 seconds to make it happen! The next step is the headline of your ad. Once you’ve successfully stopped the scroll your headline is where you create true engagement and people decide if the information in the ad is relevant to them. This engagement rate ranking will be a crucial part of your ad assessment and revisions going forward.
The conversion rate ranking will show you how well Facebook expects your ads landing page or final destination to convert among your targeted audience. If your ad is “Below Average” in this category you should go back and review your landing pages or conversion pages. You can use tracking software such as HotJar or MouseFlow to see how potential customers are interacting with your pages and see where they are not converting to optimize this result.
Why You Should Care?
These updates will provide advertisers with more useful information to create and update Facebook ads to increase performance and stop wasted ad spend on poorly performing ads. With this change, Facebook is also eliminating some older metrics that are no longer relevant. If your reporting systems use older metrics or the old relevance scores make sure you update them to pull the new information.