Changes are coming to Facebook Advertising Metrics. But what are they and how do they affect you?
24th April 2019
Facebook continues to keep updating and changing the platform in the hopes to improve its usability. From the end of April Facebook are removing a select number of advertising metrics. The main change comes to the relevance score, in that they are removing it and replacing it with 3 new ad relevance metrics. These new performance metrics are clearer and more actionable, designed to help diagnose any underperforming ads across engagement, quality and conversion. You can easily see if the ad you are running is relevant to the audience you are reaching and if it isn’t, where you need to improve. Let’s break down each different metric in a little more detail. Just as we did for the new Facebook business templates.
The quality ranking will explain how your ad is perceived compared to your competitors’ ads to your shared target audience. Facebook measures the quality of your ads through the feedback your ad receives from people viewing or hiding the ad. This factors in assessments of clickbait, engagement bait and other poor user experiences.
Engagement Rate Ranking
Following on from the quality ranking, the engagement rate is calculated in the same way. Facebook will compare your ads to ads competing for the same audience. It will also calculate the likelihood that a user will click, react, comment on and/or share the ad. However, asking users to like and comment (otherwise known as engagement-baiting) will only hinder your ads performance.
Conversion Rate Ranking
I’m guessing you can tell where this is going. But just to clarify, the conversion rate ranking will show you how your ads expected conversion rate stands against any competitors ads that share the same optimisation goal for the same audience. The expected conversion rate calculates the likelihood a user who has viewed your ad will complete the goal set up.
So ultimately, the relevance score isn’t really going anywhere. In fact, it is being broken down into 3 far more helpful metrics. These new metrics can now not only tell you how relevant users are finding your ad but specific areas for improvement!