If one thing is true of Facebook marketing, it’s that change is constant. The platform is always updating features and functions and keeping on top is the key to success.
Facebook is updating how it measures ad relevance, for example. The single ad ‘relevance score’ is disappearing. Three new metrics are replacing it. There’s also and update on ‘potential reach’, and other metrics are going away.
The relevance score was handy in measuring how closely an ad and its audience are related. For example, a score of 9 or 10 indicated an excellent match and that the audience valued what the ad had to offer.
Facebook is replacing this value score with three new relevance metrics. These include:
- Quality ranking: How an ad’s perceived quality compares with ads competing for the same audience.
- Engagement rate ranking: How an ad’s expected engagement rate compares with ads competing for the same audience.
- Conversion rate ranking: How an ad’s expected conversion rate compared with competing similar ads.
When used together, these new ad diagnostics will help businesses understand how to adjust Facebook ads to improve performance continually.
Potential reach changes
Facebook’s Ad Manager provides an indication of an ad’s potential reach prior to rollout. Actual reach is usually much smaller, and the mismatch has often proved confusing and frustrating.
Potential reach included the number of total monthly active users on Facebook. Now the estimate includes only people who have been shown an ad on Facebook in the last 30 days providing a more accurate potential reach.
Facebook is also removing an additional seven ad metrics and is replacing them with smarter ones. For example, the new ‘posts saved’ metric will show how many people have saved an ad.
Other metrics changes are being implemented throughout April 2019.
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