Facebook announced Wednesday that it was replacing its relevance score with three new "more granular" statistics. It will also remove six additional advertising measures and replace them with what it calls "more exploitable" measures.
Goodbye relevance score. Facebook's relevance score gave advertisers insight into the relevance of an ad to the targeted audience. The relevance score has been reported as a single metric, but starting Wednesday, Facebook will begin to deploy three new metrics to replace the relevance score. The individual score will not be available after April 30th.
Three new relevance parameters. The new parameters are the quality ranking, the ranking of the commitment rate and the classification of the conversion rate.
The quality ranking metric will measure the perceived quality of an ad compared to competing ads targeting the same target audience.
Engagement rate measurement will work the same way, indicating the expected engagement rate of an ad compared to competing ads for the same audience.
The conversion rate rank shows the expected conversion rates of an ad compared to ads with the same optimization goals and audience.
As with the previous relevancy score, these new metrics are not considered in an auction's ad performance, but provide guidance on how edits to authoring items are changed. audience targeting or post-click experience can affect ad performance.
Other measures disappear. In addition to the relevance score, Facebook publishes six more advertising statistics next month.
Cost per saved offers
Cost responses by mail
Mobile application purchase ROAS
Web purchase ROAS
Facebook indicates that it regularly updates its measurement offerings and deletes those that are no longer used, replacing them with more efficient measurement tools.
New metrics to replace those that are closed. introduces new metrics for aggregating closed metric data.
"We introduce the metrics of saved messages so that businesses can see the number of people who have registered their ads," wrote Facebook: "Offer announcements will be counted in the new saved metrics metric. let's remove the metric from the saved offers. "
Message response metrics and mail cost responses are replaced by new Mail Connections metrics and Mail Conversations started.
"We have heard that email replies are not as useful because marketers are more interested in new conversions that started with people who had never communicated them before. with their business before OR conversations that started after a period of inactivity, "wrote Facebook on the help center page. The company said the new Messaging Connections metric will only measure new conversations.
Purchase ROAs for mobile and web devices will now be consolidated into a consolidated metric displaying ROAS across all channels.
Why you should care Updates to Facebook's relevance indicators should provide advertisers with more nuanced information about expected performance and where to focus optimization efforts. If you use one of the other indicators in your report, plan to update these reports in the next month.
About the author
Amy Gesenhues is Third Door Media's General Assignment Reporter. It covers the latest news and updates for Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning columnist for several dailies from New York to Texas. With over ten years of experience in marketing management, she has contributed to various traditional and online publications, including MarketingProfs.com SoftwareCEO.com and the magazine Sales and Marketing Management. Read more articles from Amy.