Facebook Revamps, Provides 3 New Relevance Metrics

Responding to the shifting mobile ad marketplace, Facebook is tripling down on relevance. That means the tech titan is replacing the single relevance score with three new relevance metrics.

Relevance scores measure whether the ads that brands ran were relevant to the audience they reached.

Rather than measure relevance in one metric, over the next few months, Facebook plans to replace the relevance score with three new, more granular ad relevance diagnostics metrics.

Like relevance score, these ad relevance diagnostics are not factored into an ad’s performance in the auction, although Facebook still believes that this level of granularity will make reporting more actionable.

Now, relevance diagnostics will measure relevance across three dimensions, including quality ranking, engagement rate ranking and conversion rate ranking.

When used together, Facebook is hoping the new relevance diagnostics will help brands understand how changes to creative assets, audience targeting or the post-click experience effect performance.

Separately, Facebook is making changes to “potential reach,” which was originally designed to help brands understand how many consumers can be reached by an ad campaign.

Going forward, the company will only include people in potential reach who were shown an ad on Facebook in the last 30 days. For example, a share of users might have used Facebook without seeing an ad if they were on surfaces without ads, such as Donations.

Potential reach was previously calculated based on the number of total monthly active users on Facebook.

Brands apparently asked for an estimate that more closely aligned with the results they were seeing in their campaign performance metrics.
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