The Facebook relevance score has been replaced by a series of three new ranking based on quality, engagement and, conversion.
The crude but vital barometer of how Facebook treats your advert has been replaced and we are hoping that this will give advertisers a more informative view of the performance of ads.
New Facebook Ad Rankings
- Quality ranking
- Engagement rate ranking
- Conversion rate ranking
The rankings give us a little more to go on when analysing the performance of ads and where improvements can be made. The addition of rankings related to engagement and conversion will be quite helpful to match the relevance ranking to the objective.
The rankings will move from numbers to qualitive rankings compared to other ads
- Above average
- Below average (bottom 35% of ads)
- Below average (bottom 20% of ads)
- Below average (bottom 10% of ads)
Facebook Quality Ranking
The quality ranking appears to be a reworking of the relevance score to incorporate more factors.
The quality ranking is measured using feedback on your ads and the user’s post-click experience by people competing for access to the same audience.
The data used to calculate this includes the number of times that your ad was hidden and assessments of clickbait, engagement bait and other negative experiences. Facebook uses the We previous actions of the audience that you’re trying to reach and your ad’s performance in the ad auction.
Engagement Rate Ranking
The engagement rate ranking includes all clicks, likes, comments and shares. Your ad is ranked against ads that competed for the same audience.
Engagement rate ranking estimates the probability of engagement with your ad when it’s on screen and ranks this probability against ads competing for the same audience in the ad auction.
Engagement includes post reactions, comments, shares, clicks and interactions associated with your ad such as expanding a photo to full screen or Page likes.
Conversion Rate Ranking
The conversion rate ranking estimations the probability that your optimisation goal will be achieved compared to those competing for the same audience.
Estimates are based on the previous actions of the audience that you’re trying to reach and your ad’s performance in the ad auction.
Using These Rankings
The key will be using them to inform creative decisions and aid testing and iterations of campaigns. testing them out and relating them to the changes required to creative to make substantive changes