Facebook Adds Relevance Scores to Ad Reports

By Justin Lafferty Comment


Not every Facebook ad is relevant. While Facebook advertisers may be bombarding you with ads for chocolate, flowers and jewelry if you’ve put that you’re in a relationship, odds are you’ve probably already taken care of that. Or just because you’re from a certain area doesn’t mean that you’re interested in tickets to an upcoming Justin Bieber concert at the nearest arena.

Facebook wants to give advertisers better feedback, and the company announced Wednesday that advertisers will see relevance scores (on a scale of 1 to 10) in their ad reporting tools. The company noted that the higher an ad’s relevance score is, the cheaper it will be to deliver.

Facebook explained relevance scores in a Facebook for Business blog post:

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.

Ads receive a relevance score between 1 and 10, with 10 being the highest. The score is updated as people interact and provide feedback on the ad. Ads with guaranteed delivery — like those bought through reach and frequency — are not impacted by relevance score. Relevance score has a smaller impact on cost and delivery in brand awareness campaigns, since those ads are optimized for reaching people, rather than driving a specific action like installs.

The relevance score feature will roll out globally starting this week and can be viewed in ads reporting tools and through tools developed by Facebook’s API partners. To check your scores, go to the Ads Manager and add the relevance score tab to your ads reports.

Facebook noted that relevance won’t be the only factor in competition. If two similar ads are aimed at the same audience, it doesn’t necessarily mean that the advertisement with the highest relevance score (but a smaller bid) will be shown more than a lesser-relevant ad with a high bid.

The social network points out that this can be a good barometer for testing creative, and if the relevance score starts to wane, that’s a sign that the ad should be replaced or refreshed. However, Facebook warns against using relevance scores as the sole metric upon which you judge your ad; how well it fulfills your final objective should be the measuring stick.