Have you been running ads on Facebook for your business? If so, you’ll be glad to know that Facebook’s new metrics have been improved to allow users to have a better look at their analytics. Here we’ll discuss why Facebook made the change, and how these new metrics will benefit you.
What Is A Relevance Score?
Relevance scores are what Facebook used before they implemented new metrics. How do you know if your ad performed well on Facebook? The relevance score was a measure of how relevant your ad was according to your target market. It gave digital marketers a clear idea of how one ad performed in relation to another, concerning its quality and significance. You could also set your campaign objectives to see how well your ad performed. For example, according to your objectives, your score could include clicks, conversions, views and engagement. You could also choose to see the negative side – how many users chose to hide your ad.
Why Was The Relevance Score Replaced?
Although some enjoyed the relevance score for its simplicity, it’s almost impossible to have enough information in one metric. If you needed to make digital marketing decisions based on ad performance, the relevance score just wasn’t enough.
What Are The New Metrics?
There are now three new metrics being introduced to replace relevance scores. The umbrella term for these new metrics is Ad Relevance Diagnostics, which provides a general idea of how your Facebook ads are doing. Within the Ad Relevance Diagnostics are the following:
- Quality Ranking – This metric measures the quality of your ad in comparison to others targeted at the same audience. The quality is calculated based on how often your ad is viewed, hidden, and whether it was considered clickbait or not.
- Engagement Rate Ranking – This metric measures the engagement that your ad receives in comparison to other ads with the same target audience. The ranking is calculated based on clicks, shares, comments, reactions, and if the ad is expanded
- Conversion Rate Ranking – This metric measures the rate of conversion you can expect from your ad in comparison to other ads with the same target audience. The ranking is calculated based on the likelihood of a Facebook user getting converted by your ad.
If your ads are performing the way you expected without having to delve into these metrics, then you have nothing to worry about. As far as you’re concerned, your ads are successful. However, if your ads aren’t performing, these metrics can help you get a better insight into how Facebook advertising works, and how you can improve your efforts.
To learn more, talk to the Team at Sprocket Digital.