Facebook's Relevance Score Is Being Replaced
The news has come out… Facebook is doing away with the relevance score.
But what does this mean for your social campaigns, and what is taking the relevance score's place?
While the relevance score has never been the most crucial metric to determine an ad's success, it's undoubtedly a useful indicator at times.
Now, Facebook is replacing it with three new metrics that we'll need to track from now on.
New Metrics Replacing The Relevance Score
As Facebook removes the relevance score, it's replacing it with three new metrics.
- Quality Ranking
- Engagement Rate Ranking
- Conversion Rate Ranking
These metrics will be based upon how your ad will perform relative to other ads that are competing for the same audience as your ad.
Let's break each of these down.
Quality Ranking
This new metric measures your ad's perceived quality as compared to other ads competing for the same exact audience.
Engagement Rate Ranking
This new metric will now look at how your ad's expected engagement rate compares to other ads competing with the same audience as your ad.
Conversion Rate Ranking
This metric will consider how your ad's expected conversion rate will compare to ads with the same optimization goal as your ad, that is competing for the same audience as your ad.
The Common Link In All New Metrics
Each of these new metrics have one thing in common. They all have to do with the audiences that you are targeting with your ad.
These changes will make it really important that you start to understand and leverage targeting on the Facebook and Instagram platforms.
New audience targeting is a critical component of all of our client campaigns at Divine Social.
Audience building is one of the 3 Pillars to Success Social ads that helps us to build successful, long term traffic machines for our clients.
If you don't have an audience building strategy for your campaigns and you need help, consider applying for a strategy session with our team.
In the video below, we get into more detail about what these three new metrics are and how you can use them to track your campaigns' success in the future.
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