A Few New Changes to Facebook’s Ad Platform

Facebook has been making a few changes to site of late.  Including a server configuration change that resulted in a wide shutdown of the platform in March.

In addition to this the platform has made some changes to their Ad services.

New Metrics

Facebook has announced it will be removing the Ad Relevance Score on April 30, 2019.  The Relevance Score gave advertisers insight into how well the ad may perform on the site and used this as a part of the process to define its reach.

The Ad Relevance Score will be replaced with three new “more actionable” metrics.

“We’re constantly evolving our ad platform, which means our metrics must evolve too. Today, we’re making three updates to our ad metrics. We will replace the single relevance score with three new relevance metrics, update how we calculate potential reach, and remove some other metrics that are used less often.” (Facebook)

The new Ad relevance diagnostics include:

  • Quality Ranking – How the ad’s “perceived” quality compares with other ads competing for the same audience.
  • Engagement Ranking – How the ad’s expected engagement rate compares with other ads competing for the same audience.
  • Conversion Ranking – How the ad’s expected engagement rate compares with ads that have the same optimization goal and compete for the same audience.

“When used together, ad relevance diagnostics will help advertisers understand whether changes to creative assets, audience targeting, or the post-click experience might improve performance.” (Facebook)

Potential Reach Changes

The potential reach provides advertisers with the number of people who could potentially be reached by the ad campaign.  It is displayed on the right-hand side of the screen while setting up ads and selecting targeting criteria.

Potential reach was calculated by using the number of total monthly active users on Facebook.  This number will now be calculated using the number of people who were shown an ad on Facebook in the previous 30 days.

Metrics Removal

Less actionable metrics are also being removed.  There are seven ad metrics Facebook will be removing and replacing with more actionable metrics.  To see the full list of metrics being removed and their replacements visit the Help Center.

For more information on all of these changes see Facebook Business.

Laura Donovan Written by:

For nearly 10 years I have been helping businesses of all types use the power of social networks to achieve their marketing and sales goals. As a Social Media Director, Content Manager and Digital Media Marketer I have used a variety of platforms including Facebook, Pinterest, LinkedIn, Twitter, Google Plus, Instagram, Snapchat and YouTube. I focus on developing and executing a strategy that best fits each client while measuring and monitoring analytics and metrics to ensure benchmarks are met, researching industry trends as well as social influencers, working toward achieving SEO and branding through the appropriate social platforms, blogging, paid acquisition and email. I have a Bachelor’s Degree in Communications, experience with management, customer service, creativity and vision with strong analytic skills. I understand the platforms and their differences and know how to help a business succeed on Social Media and keep current on social marketing trends and best practices. I have enjoyed working with many different companies including Sharp Electronics, Mary Kay, Inc., Re/Max, Nationwide Insurance, State Farm, Northern Insurance and many more across the country. See more about the services my company offers at http://www.socialmediamarketing-help.com and connect with me: @LauraDonovan or @TheWordPro on Twitter, @TheWordPro on Instagram and like my Facebook Page at /TheWordPro Thanks for stopping by to read my blog!