you heard the news? If not, lets catch
you up! In March of 2019, Facebook
announced they are no longer going to use the relevance score metric for their
ads. This metric informs advertisers about how their ads are expected to
resonate with their targeted audiences. This score is based on a 1-10 scale and
is updated as people interact and
provide feedback on the ad. Nonetheless, this all going to change relatively
soon. Instead of a relevance score, Facebook is instituting three new relevancy
The “New” Metrics
After April 30th,
2019, users will no longer see one, single relevance score. In its place they
will find three new metrics which will be used to measure different aspects of
their ad. These measurements include quality ranking, engagement rate ranking,
and conversion rate ranking.
So, how will they
work? Well, first the quality ranking will measure the quality of the ad in
comparison to other ads competing for the same audience. Next, the engagement
rate ranking will measure the expected level of engagement the ad will drive
while comparing it to other ads competing for the same audience. Finally, the
conversion rate ranking measures the expected conversion rate your ad will
drive in comparison to other ads pursuing the same goal and audience. These
metrics will not be factored into an ad’s performance, but they will provide
insights into how changes can be made.
Why is Facebook
making this change?
It may seem like Facebook
is adding more dimensions for its’s users to understand. However, these
relevance score replacements may give users a more focused assessment of their
ad campaign performance. For instance, a relevancy score only provides users
with s single number, but it does not offer any explanation as to why. The new
algorithm can provide advertisers with much more information that will in turn
help them make better decisions regarding their ads. Overall, Facebook’s goal
for these new relevancy metrics is to help advertisers create focused and
engaging Facebook ads that will motivate consumers and increase revenue.
This is not the first
time Facebook has made some changes to their ad metrics, and it will not be the
last. Just like any other thriving business, continuous innovation is a huge
factor for growth and success. Therefore, Facebook is always looking for new ways
to improve their platform and user experience. The best thing for advertisers
to do is pay close attention to the new metrics, carefully analyze their
results, and seek out potential areas for improvement.
Omnitized works with companies of all shapes and sizes and would welcome the opportunity to discuss your digital marketing strategies. Please contact us today to schedule a time to speak with one of our industry experts!