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Facebook Moves Away from Relevancy Scores in Ads for Better Insights

Facebook has unveiled plans to replace its single Relevancy Score metric with three insightful measurements.

The change which will roll-out in “coming weeks”, aims to provide clarity and transparency to its advertisers .

As it stands, an ad’s relevancy score measures “whether the ads that you ran were relevant tot he audience that you reached”.

The three new metrics will be as follows:

Quality ranking

  • How your ad's perceived quality compared with ads competing for the same audience.

Engagement rate ranking

  • How your ad's expected engagement rate compared with ads competing for the same audience.

Conversion rate ranking

  • How your ad's expected conversion rate compared with ads that had the same optimisation goal and competed for the same audience.

It is hoped that the new metrics will provide advertisers with better clarity about the strengths and weaknesses of ad creatives, audience targeting selections and overall ‘post-click experience’.  

Announced on the Facebook for Business platform, the change will be one of a number that the social media giant is making in April, including introducing a metric for Posts Saved by users.

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