Facebook’s New “Relevance Score” Measures Ad Relevance from 1 to 10

Do you sometimes wonder if your Facebook ads are relevant to users or not? If you have doubts, there is a solution for that. On February 12, 2015, Facebook announced that it was introducing a new metric to its ads reporting tools—the “relevance score”.

The more relevant an ad is to users, the more likely it will make an impact. The new relevance score metrics is designed to show advertisers what works, as well as what may need to be tweaked or optimized in campaigns to produce more effective results.

“Taking relevance into account helps ensure that people see ads that matter to them, leading to a better experience for people and businesses alike,” the Facebook for Business team said in the announcement.

So how exactly do relevance scores work? The team explained:

Relevance score is calculated based on the positive and negative feedback we expect an ad to receive from its target audience. The more positive interactions we expect an ad to receive, the higher the ad’s relevance score will be. (Positive indicators vary depending on the ad’s objective, but may include video views, conversions, etc.) The more times we expect people to hide or report an ad, the lower its score will be.

Simply put, relevance score estimates how well Facebook believes an ad will perform with the advertiser’s target audience. The higher the number of positive actions an ad receives, the higher the score will be. Positive actions can be determined based on an ad’s objective and may include engagement, video views, and more. On the other hand, when users report or hide an ad, this can be taken as a negative action. [See Figure 1]

Figure 1 (Source: Facebook for Business)

Advertisers will be presented with a relevance score of 1 to 10, with 10 being highest. The score will be updated once the ad goes live and once interactions take place. However, Facebook reminded advertisers not to use relevance scores as the primary indicator of an ad’s performance, as the most important factor that determines success is still bidding based on business goals that advertisers hope to meet with their ads.

Advertisers around the globe may now view relevance scores in any of Facebook’s ads reporting tools, as well as via its ads API to its partners and ads API developers.

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