On a scale of 1 to 10, how effective would you say your business's ads are? Soon, Facebook will be able to answer that question for you.
Advertisers on Facebook will soon find a new metric for measuring the success of their ad campaigns: relevance scores.
So what exactly is a relevance score?
Your relevance score is a number between 1 and 10 (10 being the highest score) assigned to your ads based on their performance. Facebook calculates your relevance score based on the positive and negative feedback it expects your ad to receive from its target audiences. Positive feedback includes video views, conversions and more, while negative feedback includes factors like when a user hides or reports your ad. This score is updated as more people interact with your ads and provide feedback. [Facebook for Business: Everything You Need to Know ]
Relevance scores can be helpful to advertisers in several ways. According to Facebook, these metrics can help you lower the cost of reaching people. To help Facebook's ad delivery system send the right ads to the right people, ads with higher relevance scores cost less to be delivered. While this is not the only factor the company's ad delivery system considers, it can make an impact.
Additionally, since Facebook gives your ad a relevance score before you even run your campaign, you can test out different combinations of images and copy as well as different audiences. This way, you can see which ones have the highest relevance scores before you make a decision and launch your ads.
Plus, being able to track your changing score can indicate when it's time to rethink your ad strategy.
Just remember that relevance scores, while beneficial, aren't everything.
"[It’s] important to keep this metric in perspective," Facebook wrote on its business page. "Relevance scores should not be used as the primary indicator of an ad’s performance."
"As has long been the case on Facebook, the most important factor for success is bidding based on the business goal you hope to meet with an ad."
And not all Facebook ads are compatible with the relevance score metric. According to Facebook, ads with guaranteed delivery (those bought through reach and frequency) are not affected. It's also not so useful in brand awareness campaigns.
"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," Facebook wrote.
Facebook suggests using your relevance scores to reach audiences at a lower cost and test out different ads and target audiences — just don't rely on the number you get as the only measure of your campaign's success.
"[Understand] that having a good relevance score is not an end unto itself," Facebook wrote.
You can view your relevance score using any of Facebook's ad-reporting tools as well as tools developed by the company's API partners. Facebook started rolling out the new metric globally this week.