Facebook recently announced that beginning April 30, they will be replacing ad relevance scores with three “more granular” metrics. These metrics are:
1. Quality ranking, which determines an ad’s perceived quality compared to other ads aimed at the same audience
2. Engagement ranking, which shows the estimated engagement rate compared to ads targeting the same audience
3. Conversion rate ranking, which predicts the ad’s conversion rate compared to ads with the same goals
They will also be removing an additional six metrics: offers saved, cost per offers saved, messaging replies, cost per messaging replies, mobile app purchase ROAS and web purchase ROAS. These metrics will be replaced with “more actionable” measurements.
These new measurements are important because they help advertisers better gauge performance of ads and determine the best way to optimize.
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