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Advertising on Facebook? You Need to Track These Three Ad Relevance Diagnostic Metrics

You deserve to get the most out of your Facebook ad campaigns.

To do so, you need to make sure that your ads are brilliantly crafted. Most importantly, you need to ensure that they are way better than your competitors’. Here’s some information on how to track your Facebook success.

In March 2019, Facebook announced its plans to ditch the Relevance score approach. Earlier, Facebook rated advertisements on a scale of one to ten. The higher an ad’s relevance score, the more likely was it to be displayed in front of the target audience.

However, there was one gigantic-sized problem with this approach. Facebook relevance score was like a “black box” for advertisers. The advertising community was completely unaware of the math behind this approach. Advertisers often found themselves confused with the steps they were required to take to improve their relevance score.

As a result, in 2019, Facebook replaced this approach with three ad-relevance diagnostic metrics.

These metrics help advertisers gain a more focused and granular perspective of their ad campaign performance.

So, what are these three relevance diagnostic metrics all about?

Let’s have a look.

Track These 3 Facebook Ad Relevance Diagnostic Metrics

Facebook replaced relevance score with:

  • Facebook Ads Quality Ranking
  • Engagement Rate Ranking
  • Conversion Rate Ranking

Let’s touch down on each of them with more insights.

Facebook Ads Quality Ranking

Facebook ads quality ranking represents your ad’s quality when compared with your competitors’ targeting the same audience.

Facebook measures ads quality ranking using various signals and rates them:

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

These signals include how your audience reacts to your Facebook ads. It also includes the number of times your ads are marked as “Hidden” or other negative experiences like engagement bait or clickbait.

The Facebook ads quality ranking of “Above Average” or “Average” are indicators of good performance. However, make sure that the Facebook ads quality ranking doesn’t fall in the “Below Average” category.

And if it does, then you need to seriously work on your ad creativity and quality.

Engagement Rate Ranking

This ad relevance diagnostic metric represents your ad’s expected engagement rate when compared with your competitors’ targeting the same audience. Engagement rate ranking is calculated based on how likely your audience will:

  • Click on your ad
  • Comment
  • Share your ad
  • React to your ad
  • Expand your ad

Basically, it means how likely your audience will engage with your ads.

Similar to Facebook Ads Quality Ranking, engagement rate ranking is rated as:

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

Conversion Rate Ranking

Conversion rate ranking represents your ad’s conversion rate when compared with your competitors for the same audience with the same optimization goal.

This metric is calculated based on how likely your audience will complete your conversion goal.

And just like the other two metrics, Conversion rate ranking has the same ranking scale.

This metric isn’t available for dynamic creative or optimization goals like:

  • Impressions
  • Ad Recall Lift
  • Reach
  • Custom Conversions
  • Value

Skyrocket Your Facebook Ad Campaigns Today!

Here’s our secret to crafting brilliant Facebook ad campaigns:

  • Reevaluate your audience
  • Tap into the power of creativity
  • Focus on your audience’s needs and wants
  • Craft visually appealing graphics
  • Write high-quality ad copy
  • Track the three Facebook Ad Diagnostic Metrics Regularly
  • Measure Your Ad Performance

Our Facebook ad experts have helped dozens of businesses in Boise attract high-quality traffic to their websites.

And if your ads aren’t up to the mark, feel free to reach out to the #1 Facebook Advertising agency in Boise.

REDFOX VISUAL

REDFOX VISUAL

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