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.
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.
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.