Mar 12, 2019

Facebook will be Changing How it Measures Ad Relevance

Facebook is seen updating its ad reporting by replacing the single relevance score with three new relevance metrics. There will also be changes in how Facebook calculates the potential reach of ads.

The following is a detailed look at everything:

THREE NEW WAYS OF REPORTING
The Ad relevance score of Facebook basically measures how effective an ad is at reaching its intended audience. This is said to be replaced with the following three metrics:
  1. 1. Quality Ranking: Here the ads perceived quality will be compared
  2. 2. Engagement Rate Ranking: Here an ad's expected engagement rate will be compared
  3. 3. Conversion Rate Ranking: Here an ad's expected conversion rate will be compared.

CHANGES TO THE 'POTENTIAL REACH' METRIC
It will also be changing the way it estimates potential reach. Now Facebook will only include those who were shown an ad in the last 30 days while estimating how many people are likely to see an ad.

REMOVAL OF LESSER USED METRICS
Facebook is all set to remove the following ad metrics by the month of April:
  1. a. Offers Saved
  2. b. Cost Per Offer Saved
  3. c. Relevance Score
  4. d. Messaging Replies
  5. e. Cost Per Messaging Reply
  6. f.Mobile App Purchase ROAS
  7. g. Web Purchase ROAS
The above will get replaced with other metrics that are will prove to be more actionable.
Read more at searchenginejournal.com
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