Facebook continues to tweak its ad metrics, with the latest round of changes consisting of three updates.
Starting April 30, the social network is replacing the relevance score—which it introduced in February 2015 as a way to help measure whether ads run by brands were relevant to the audiences they reached—with three new diagnostics metrics:
- Quality ranking: How the ad’s perceived quality compared with ads competing for the same audience.
- Engagement rate ranking: How the ad’s expected engagement rate compared with ads competing for the same audience.
- Conversion rate ranking: How the ad’s expected conversion rate compared with ads that had the same optimization goal and competed for the same audience.
Facebook said in a blog post that these new metrics are not factored into ads’ performances in auctions, adding, “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 is also changing the way it calculates potential reach.
Until now, it was tabulated based on the total number of monthly active users on Facebook, but the social network will begin only including people who were shown an ad on Facebook in the past 30 days,
This eliminates circumstances such as people visiting Facebook in areas with no ads, such as donations.
The social network stressed in its blog post that potential reach, which is displayed before campaigns are submitted, is different from campaign reach, which is calculated after the campaign runs.
Finally, seven metrics that are no longer in use are being replaced with more actionable options.
As an example, a posts saved metric is being introduced so that brands can see how many people saved their ads. Since offer ads will be included in this new metric, there is no longer a need for the offers saved metric, which is one of the seven on the chopping block.
The full list is available here.