Goodbye Relevance Score, Hello Better Ad Creative
An improvement over the old Facebook Relevance Score is a relative advantage for Point-To-Point Marketing clients.
Facebook’s single 1-10 relevance score was the metric we used to provide Point-To-Point Marketing clients insight about how relevant an ad was to the audience targeted. An algorithmic tool that could tell us if the ad creative was engaging, interesting, and effective with the user.
Three Times The Data
Quality ranking, engagement rate ranking, and conversion rate ranking are the new metrics
Facebook has announced that this single score will no longer be available after April 30, 2019. According to the Facebook Business Blog, the three new metrics replacing the single score are quality ranking, engagement rate ranking, and conversion rate ranking.
Here’s How They Work
1. The quality ranking metric will measure an ad’s perceived quality compared to ads competing for the same target audience.
2. The engagement rate metric will work the same way, showing an ad’s expected engagement rate compared to ads competing for the same audience.
3. The conversion rate ranking shows an ad’s expected conversion rates when compared to ads with the same optimization goals and audience.
More Detail Means Better Creative
This update will allow us to provide clients with more precise feedback on creative and improve SocialBounce campaign performance. An improvement over the old Relevance Score is a relative advantage for Point-To-Point Marketing clients.