Facebook Ad changes are coming at the end of this month.
There will be three updates to FB’s ad metrics.
Single relevance scores will be replaced with three new relevance metrics.
Ad relevance diagnostics will measure relevance across these three dimensions:
Quality ranking: How your ad’s perceived quality compared with ads competing for the same audience.
Engagement rate ranking: How your ad’s expected engagement rate compared with ads competing for the same audience.
Conversion rate ranking: How your ad’s expected conversion rate compared with ads that had the same optimisation goal and competed for the same audience.
Facebook says 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.
Read more from our blog here.