Facebook is Changing How it Measures Ad Relevance

Facebook is updating its ad reporting, replacing the single relevance score with three new relevance metrics.

There will also be changes to how Facebook calculates the potential reach of ads.

Lastly, some lesser used metrics are being removed from Facebook’s ad reporting.

Here’s a more detailed look at everything that was announced today.

Three new ways of reporting relevance

Facebook’s ad relevance score measures how effective an ad was at reaching its intended audience.

It used to be measured as a single metric. Soon it will be replaced with the following three new metrics:

  • Quality ranking: An ad’s perceived quality compared with ads competing for the same audience.
  • Engagement rate ranking: How an ad’s expected engagement rate compared with ads competing for the same audience.
  • Conversion rate ranking: How an ad’s expected conversion rate compared with ads that had the same optimization goal and competed for the same audience.

Facebook will begin introducing the above three “relevance diagnostics” over the coming weeks.

The previous relevance metric will be removed on April 30. […]

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