Did you know that Facebook recently announced a major change regarding its ad relevance score?
Before you freak out, I do have some good news! Facebook is switching to more relevant ad metrics to help improve ad performance.
At RevLocal, we want you to understand all the changes that may affect your digital marketing. When you partner with us, you always get the latest updates.
Read on to find out what you can expect to see over the next few months during this change.
Goodbye Facebook Ad Relevance Score, Hello New Metrics
Just as any technology needs occasional updates, so does Facebook! We often see changes in the appearance of the Facebook app, but there are also changes behind the scenes.
As of March 12, 2019, Facebook has decided to phase out the ad relevance score as you know it.
The single ad relevance score will be replaced with three new metrics along with updates on how potential reach is calculated and removing metrics that are less actionable.
What makes this change different?
The old relevance score measured if your ads were relevant to the audience you reached.
Instead of looking at this one metric, Facebook will now use three metrics in hopes that it will provide more actionable insights for businesses (which is a great improvement!).
The three metrics will measure relevance on the following:
- Quality Ranking. This measures what your ad’s perceived quality is when compared to ads competing for the same audience.
- Engagement Rate Ranking. This ranking measures your ad’s expected engagement rate compared to other ads targeting the same audience.
- Conversion Rate Ranking. Last, but not least, this measures your ad’s expected conversion rate compared to other ads that had the same optimization goal as well as competing for the same audience.
When all three of these metrics are used together, the relevance diagnostics will help advertisers improve performance. It will help you with updating creative assets, post-click experience and audience targeting.
Facebook has already begun introducing these new metrics and will begin phasing the previous relevance score out on April 30, 2019.
If you want to learn more about the new ad relevance diagnostics, click here.
What else is changing?
Not only are the ad relevance metrics being updated, but potential reach is also going to be calculated differently! Previously, potential reach on Facebook was calculated based on the total monthly active users.
However, potential reach will now only include people who were shown an ad on Facebook within the last 30 days.
One last change you should know about is that Facebook is removing metrics that have been less actionable for businesses. On April 30, 2019, Facebook will be removing seven metrics and replacing them with newer ones.
For example, one of the new metrics includes a “Posts Saved” metric; this will allow businesses to see how many people saved their ads. To view the full list of metrics that will be removed, click here.
Although Facebook is phasing out their ad relevance score, they are replacing it with better metrics that will help businesses see more success with their ads.
If you're a RevLocal client and have questions about how this may affect your ads, please reach out to your marketing strategist today. If you're interested in how we can help improve your ads with Facebook's latest update, request a demo with one of our marketing consultants!