Changed With Facebook Ad Relevance Metrics?

Facebook has diverse applications, which upgrades and changes itself frequently to modernize with time. Similarly, facebook’s recent option upgrade includes Facebook’s relevance score. This feature indicates how well your promotion is reverberating with the crowd you’re serving it to. Every advertisement is appraised on a size of 1–10, with one being not extremely significant and ten being exceptionally pertinent to your crowd. Advertisements get a significant score when they’ve been created with more than 500 impressions.

The issue with this metric is that it doesn’t provide you with much guidance on the best way to improve a low score.

A low score doesn’t let you know whether the issue is simply the promotion, the crowd focusing on, or the change you’re offering for. There’s additionally an observation that promotions with low significance scores don’t get results, which isn’t the situation. Promotions with low engagement  scores can, in any case, get results; in any case, a low score may mean there’s space to improve your outcomes. To assist you with better evaluating your advertisement execution and provide you with more guidance on where to make upgrades, Facebook has replaced the relevance score tool with three promotional importance diagnostics. These metrics survey the nature of the promotion, the commitment the advertisement is getting, and the promotion’s reliance upon transformation rate contrasted with advertisements viewing for a similar crowd.

How Ad relevance diagnostics Impact your ads on Facebook?

Facebook’s Ad relevance diagnostics survey advertisement execution over a date range. On the off chance that you aren’t meeting your promoting destinations, you can utilize these diagnostics to comprehend whether adjustments to your introduction, post-click understanding, or focusing on could improve performance. That being stated, realize that high importance diagnostics rankings ought not to be your essential objective. And a lesser-known fact is that high rankings don’t ensure high outcomes. Facebook states High significance is corresponding with the elite, yet it’s not generally the purpose behind superior. It is used for advertisement relevance diagnostics to analyze failing promotion expectations which need work. Not just to advance or optimize advertisements that are as of now meeting your publicizing targets. Basically estimating promotion significance helps Facebook balance their promotion sell-off framework, and revealing those outcomes assists publicists with refining their advertisements

The metrics that Facebook uses to gauge ads are:

  • Quality ranking: your ad’s perceived quality compared to ads competing for the same audience.
  • Engagement rate ranking: your ad’s expected engagement rate compared to ads competing for the same audience.
  • Conversion rate ranking: your ad’s expected conversion rate compared to ads with the same optimization goal competing for the same audience.

These are default segments in the Performance section preset however should be added physically to custom section. Likewise note that to guarantee the exactness, diagnostics aren’t accessible for promotions with less than 500 impressions. Before August of 2019, Facebook reported ad relevance differently. This shift to a dynamic diagnostics approach came after years of Facebook assigning a numerical value to an ad’s overall performance (relevance score). Both systems use perceived quality and audience feedback to calculate ad effectiveness. They’re functionally similar, but the new one reports insights in a more actionable way. One can say, not much has changed.

How to use ad relevance diagnostics

Now, the question that comes to your mind after hearing/reading about such a powerful tool must be, how exactly does one use it? Well, let us explain, presently the primary idea when investigating an advertisement that isn’t meeting your promoting targets, you can audit advertisement significance diagnostics to locate any extraordinary shortcomings.

Think about the accompanying before looking into your importance diagnostics:

  • Diagnostics results are best assessed together – the knowledge or insight provided if complemented with the diagnostics would be the best suitable, that too, with no individual positioning.
  • It’s progressively more effective to move a positioning from low to average than it is to move a positioning from ordinary to better than expected. Concentrate on improving low rankings.
  • Instead of looking for the perfect inventive or the perfect focusing on, look for the perfect imaginative/focusing on fit. The perfect make for one crowd probably won’t be the perfect innovative for an alternate crowd.
  • You can (and should) target extensively to depend on Facebook’s conveyance framework to locate the best individuals to show your advertisement to.
  • Once in a while, great performing promotions have underneath standard rankings, and that is alright.

About Quality Ranking

Facebook’s quality positioning is an appraisal of your advertisement’s apparent quality. It’s measured by utilizing input you got on your advertisements and the post-click data. Your advertisement is positioned against promotions that sought a similar crowd. Advertisement quality considers how significant and eye-catching your pictures/recordings are and how convincing the promotion duplicate (text), features, and source of inspiration (CTA) are. To understand this ranking better, a Facebook ad targeted to residents of Toronto may be considered higher quality if the ad photo shows the iconic CN Tower rather than a generic city skyline. The CN Tower image makes the ad instantly more relevant to the audience it’s being served to. The CN Tower picture makes the promotion right away increasingly more relevant to the crowd it’s being served to.


Advertisement significance diagnostics assist you with diagnosing failing to meet expectations promotions across three components of importance: quality, commitment and change. Auditing the diagnostics together gives you a more significant number of bits of knowledge than checking on each indicative exclusively. Quality positioning clarifies how your advertisement’s apparent quality contrasted with promotions seeking a similar crowd. Measure promotion quality through different signs, such criticism from individuals reviewing or concealing the advertisement and evaluations of low-quality traits in the advertisement, for example, an excessive amount of text in the promotion’s picture, retaining data, sensationalized language and commitment lure.

Possible values for quality ranking are (where average represents the 35th to 55th percentile):

  • Above Average
  • Average
  • Below Average (Bottom 35% of ads)
  • Below Average (Bottom 20% of ads)
  • Below Average (Bottom 10% of ads)

The quality ranking isn’t available for dynamic creative. This metric is only available for the last 35 days. For example, a quality ranking of Below Average (Bottom 20% of ads) means that your ad’s perceived quality was among the lowest 20% of ads competing for the same audience. At least 80% of ads competing for the same audience were perceived as higher quality.

About Conversion Rate Ranking

The conversion rate is an evaluation of your advertisement’s normal conversion rate. Your promotion is positioned against advertisements with a similar advancement objective and viewing for a similar crowd. Changes are the ideal activity if you’re considering improving your campaign. To imagine this, in case you’re upgrading your campaign for purchasing transformations, an advertisement convincing more individuals to finish the buy as opposed to forsaking the site at the checkout page will rank higher. Promotion significance diagnostics assist you with diagnosing failing to meet expectations advertisements across three elements of importance: quality, commitment and change. Checking on the diagnostics together gives you a more significant number of bits of knowledge than looking into each demonstrative exclusively.

Conversion rate ranking explains how your ad’s expected conversion rate compared to ads with the same optimization goal competing for the same audience. The expected conversion rate calculates the likelihood that a person who viewed your ad will complete your optimization goal.

Possible values for conversion rate ranking are (where average represents the 35th to 55th percentile):

  • Above Average
  • Average
  • Below Average (Bottom 35% of ads)
  • Below Average (Bottom 20% of ads)
  • Below Average (Bottom 10% of ads)

Some products and services naturally exhibit lower conversion rates than others competing in the same ad auction. High-price or high-consideration products like jewellery should expect lower conversion rate rankings than lower-price or lower-consideration products like t-shirts. Conversion rate ranking isn’t available for dynamic creative or the following optimization goals: ad recall lift, impressions, reach, custom conversions or value. This metric is only available for the last 35 days. For example, a conversion rate ranking of Below Average (Bottom 20% of ads) means that your ad had an expected conversion rate among the bottom 20% of ads with the same optimization goal competing for the same audience. At least 80% of ads with the same optimization goal competing for the same audience had a higher expected conversion rate.

About Engagement Rate Ranking

Facebook’s commitment rate positioning estimates your promotion’s standard engagement rate. Your promotion is positioned against advertisements that sought a similar crowd. Commitment incorporates the entirety of the preferences, responses, remarks, offers, and snaps (counting join snaps and snaps anyplace else on the advertisement). Promotions that spike discussion in the remarks from more than one client is a sign of higher commitment than advertisements with a few likes yet no remarks.

Engagement rate ranking explains how your ad’s expected engagement rate compared to ads competing for the same audience. The expected engagement rate calculates the likelihood that a

person will click, react to, comment on, share or expand an ad. Engagement-baiting (For example, asking for likes, comments, and so on) will not improve your ad’s performance.

Possible values for engagement rate ranking are (where average represents the 35th to 55th percentile):

  • Above Average
  • Average
  • Below Average (Bottom 35% of ads)
  • Below Average (Bottom 20% of ads)
  • Below Average (Bottom 10% of ads)

Engagement rate positioning isn’t accessible for dynamic innovation or the accompanying streamlining objectives: advertisement review lift, impressions, reach, custom transformations or worth. This measurement is just accessible throughout the previous 35 days. For instance, a commitment rate positioning of Below Average (Bottom 20% of ads) implies that your advertisement had a normal commitment rate among the base 20% of advertisements viewed for a similar crowd. At any rate, 80% of promotions viewing for a similar crowd had a higher expected commitment rate.


Image source: AdEspresso

Access Your Original Relevance Score in Ads Manager

Facebook being a complete package is often hard to direct and navigate to exactly where you want to go on the site or what you’re looking for, to make that effort easier, heres a read on how to access your relevance score. For Facebook advertisers who have routinely utilized the pertinence score metric, changing to the three advertisement significance diagnostics can be a modification. Also, a few promoters may like to utilize the entirety of the significance measurements together. The customary importance score metric is as yet accessible. However, it’s not some portion of Ads Manager’s default detailing view. You have to modify the segments to add it to your reports. To do this, open the Ads tab in Ads Manager, click the Columns drop-down menu, and pick the Customize Columns alternative.

In the Customize Columns window that opens, select the Relevance Score checkbox under performance. Then click the Apply button in the lower-right corner to confirm and save this change.

Presently look to the furthest right of your segments to see the Relevance Score section. Remember that you need more than 500 impressions to get a significant score on your promotions, and this measurement is accessible just on the Ads tab, not on the Campaign or Ad Sets tabs.

Image source: Event Planner

How to Use Facebook Ad Relevance Diagnostics to Improve Your Facebook Ads

We’ve learned the purpose and directions to use and direct Facebook Ad relevance diagnostics Now let’s learn more about how one can use these diagnostics to improve their Facebook ads. For the most impact, Facebook recommends that you work on improving low rankings rather than trying to achieve perfection, as It’s more impactful to move a ranking from low to average than it is to move a ranking from average to above average, so focus on improving low rankings rather than on improving average rankings. In other words, your ads just need to be good enough relative to the audience they’re competing for.


Image source: Hootsuite Blog

Facebook provides a detailed chart with recommendations (as shown below) to help you diagnose and improve your ads based on the ad relevance diagnostics rankings they received.
For example, if your advertisement got a quality ranking of Below Average, yet the commitment rate and change rate rankings are Average or Above Average, these appraisals recommend the promotion itself isn’t resounding as well as possible with your intended interest group and picked objective. To make enhancements in this situation, Facebook suggests that you change your promotion picture or duplicate. If your promotion got a commitment rate positioning of Below Average, yet the quality and change rate rankings are Average or Above Average, search for approaches to make your advertisement all the more engaging or eye-getting to your intended interest group, or rethink your focusing to contact a crowd of people that is bound to draw in with your advertisement.
If the conversion rate ranking of your ad is Below average, but the quality and engagement rate rankings are Average or Above Average, Facebook suggests focusing on improving the ad’s CTA or post-click experience, or adjusting your targeting.

Facebook Advertising Statistics
● Facebook has over 7 million advertisers.
● 93% of marketers use Facebook advertising regularly.
● Images account for 75-90% of Facebook advertising effectiveness/performance.
● 20% of Facebook’s mobile ad revenue comes from Instagram.
● The Average CPC for Facebook Ads Is $1.86, Average CTR is 0.9%, and Average CPM is $11.20.
● Facebook’s share in the global digital advertising market is 19.7%.
● Facebook’s potential reach of advertising is 1.9 billion.


Image source: Falcon.

Final thoughts

The Facebook ad relevance diagnostics will give you an increasingly granular glance at where bottlenecks might be happening in your advertisement battles. This information causes you to see how your promotions are performing contrasted with advertisements that are vying for a similar crowd. In the event that your advertisements aren’t proceeding in a form that you expected, you’ll realize where to concentrate on making upgrades to accomplish the ideal promotion expenses and results. So, In the end, it’s a win-win situation!

Keep in mind that the relevance diagnostics rankings are estimates, so use them only as a guide. They can be instrumental in helping you improve the overall quality of your ads for the audiences you’re serving them to. Diagnostics rankings have no intrinsic value and are not to be used for post-goal optimization. Instead, use them as insight to optimize ads to meet their objectives.