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Facebook Updates Changes to Ads Relevance Metrics

14/03/2019
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Facebook ad reporting will be having three new metrics in place of a single relevance score.

The company will also make changes in how it calculates the potential reach of ads.

Last of all, some under-utilized metrics will be removed from Facebook’s ad reporting.

Three new ways of reporting relevance

The ad relevance score of Facebook calculates the effectiveness of an ad about reaching its targeted audience.

Earlier the score was measured as a single metric. Over the months, there will be three new metrics-

  • Quality ranking
  • Engagement rate ranking
  • Conversion rate ranking

Above three metrics will be introduced over the coming weeks whereas the earlier edition of relevance metric will be removed on April 30.

Changes to the ‘Potential Reach’ Metric

Facebook is bringing changes to the way it has been estimating potential reach.

While calculating how many people would see an ad, the company will include only those people who were shown an ad in the last 30 days.

Earlier, the estimation used to be done on the number of overall monthly active users on the network.

This change would be made in response to marketers looking for estimates that are more resonating with actual results.

Removal of under-utilized metrics

Facebook is going to remove the following ad metrics-

  • Offers Saved
  • Cost Per Offer Saved
  • Relevance Score
  • Messaging Replies
  • Cost per Messaging Reply
  • Mobile App Purchase ROAS
  • Web Purchase ROAS

“For example, we are introducing the posts saved metric so businesses can see how many people saved their ads. Offer ads will be counted in the new posts saved metric, so we’re removing the offers saved metric.”

Facebook users will see these changes over the coming months.

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