Facebook’s relevancy score is measured by the quality and engagement level of an ad. This score is what determines your cost-per-click on Facebook and how often Facebook will show your ad. If your ad is poor quality and people don’t look at it, then Facebook won’t waste their time prioritizing it.
The relevancy score ranks from 1 – 10, with 1 being the lowest and 10 being the highest.
Facebook is looking to make big changes to the ways that ads appear on Facebook and which ads will be prioritized and which ads may fall by the wayside. If your company relies on Facebook ads to receive traffic to the site, then these changes will definitely affect you.
In April 2019, Facebook will look to remove certain metrics and replace them in order to change the way ads are assessed for relevance to the user.
The metric which will be removed are:
In April, Facebook will remove the following ad metrics:
- Offers Saved
- Cost Per Offer Saved
- Relevance Score
- Messaging Replies
- Cost per Messaging Reply
- Mobile App Purchase ROAS
- Web Purchase ROAS
The metrics will be replaced by other metrics which are intended for businesses to view the number of people who saved their ads known as the post save metric which will replace the offers saved metric.
The whole purpose of Facebook ad’s relevance is to decide whether or not an advert was well-received by the Facebook user. As it stands, this is only judged by one metric, however, Facebook is now looking into growing this to three metrics in order to get a more clear understanding of which ads are relevant to the user and which ads are not.
Facebook’s new three metrics are as follows:
- Quality ranking: This will be the quality of the ad when compared with competing ads;
- Engagement ranking: This will be the engagement your ads receive when compared with competing ads;
- Conversion rate ranking: The number of clicks your ad receives when compared with competing ads.
This is important information to note if your site does rely on ads and, specifically, on gaining traffic through Facebook ads. It is important to always adapt and adjust according to the requirements of the platforms which help you to gain more organic traffic.