If you’ve done any marketing on Facebook, you’ve probably worked with the Facebook relevance score. For a few years now, the Facebook relevance score has been the primary Facebook metric, a measure of how well ads connected with the target market, based on both positive and negative feedback. Things such as video views, likes, and conversions were factored into the scores, as were instances in which people hid or reported ads, and the scores were updated as people continued to interact with the ads.
This may all sound simple, but, in fact, the way it worked was somewhat of a mystery. We all knew that various factors came into play, but only Facebook really knew what weight was given to each factor and how the score was calculated. If you were among the many people frustrated or confused by this system, then news of the Facebook relevance score going away must have been music to your ears.
According to a recent announcement, the Facebook relevance score was phased out as of April 30, and in its place are three new metrics, which Facebook calls “more granular.” Additionally, Facebook is removing six more ad metrics in favor of measurements it considers “more actionable.” Under the new system, all of these different metrics are offered in place of the single Facebook relevance score.
So what are these new metrics?
- Quality ranking: This measures the quality of your ad, relative to ads of your competitors. If you know that your quality ranking is not as good as other ads directed at your target audience, you’ll know you need to find a way to make your ad more relevant to the people you’re trying to reach. How can you do that? Think about whether your copy clearly and succinctly addresses a problem, following through with a solution and call to action.
- Engagement rate ranking: By knowing the projected rate of engagement, you can determine whether you need to tweak your ad to make it more appealing. Does your ad have sufficient visual impact? Would a better CTA button promote further engagement?
- Conversion rate ranking: Looking at your ad in comparison to ads with the same optimization goals and audience, the conversion rate ranking shows its expected conversion rates. This information can help you evaluate the post-click experience of your ads, determining the efficacy of your approach.
These new metrics are designed to give you more actionable feedback than was available with the Facebook relevance score. The other metrics Facebook has scrapped are offers saved, cost per offers saved, messaging replies, cost per messaging replies, mobile app purchase ROAS, and web purchase ROAS. The intention behind this move is to replace these offerings with more effective methods of measurement.
Rather than the offers saved metric, there will now be a posts saved metric, which includes offer ads in its total. Message replies and cost per messaging replies will be replaced with messaging connections and messaging conversations. These will give advertisers a better idea grasp of new conversions and new or revived messaging conversations. Instead of mobile and web purchase ROAS, there will be one consolidated metric that shows the ROAS across all channels.
The hope is that this switch from the Facebook relevance score to more updated metrics will offer advertisers more refined insights into predicted performance, in order to help successfully focus optimization efforts.
We know this may all sound a bit complicated, but we can help you navigate the terrain of social media marketing, keeping up with changes on all platforms, including Facebook. To learn about LOCALiQ’s social media marketing solutions, give us a call or check out our website.