How To Understand Facebook Ads Relevance Diagnostics

You have probably seen Facebook ads relevance diagnostics. It’s one of the latest innovations from Facebook that has been confusing a lot of ads managers. You will get a better understanding of how you can demystify the new ads relevance system if you keep on reading. This new ads relevance system will give us better actionable business insights to improve our relevance that Facebook really cares about.

The old Relevance Score is now three new, more granular ad diagnostics metrics but these metrics are not included in the online auction.

If you are curios to understand the ads relevance system but you already know that you have bad creative assets then i recommend you read and save how to hack your Facebook ad ideas 👍

How does this Facebook Ads Relevance Diagnostics effect you?

At first we need to understand that the Facebook Ad platform is an online auction where companies compete to show their ads to a portion of potential buyers. Facebook wants to show the audience the most relevant ads but Facebook also cares about Facebook and that they maximize the profits from these ads inside the online auction. The new ads relevance diagnostics gives you deeper actionable business insights about what your ads managers can improve with the ads to get you better positioned. The adjustments could be to your creative assets, post-click experience or audience targeting to improve your performance. 

What are the three metrics in the ads relevance system

Quality, engagement and conversion rate ranking.

When Facebook reviews the ads it assigns five different and possible values to the ads according to these three new rankings:

  • Above Average
  • Average
  • Below Average (Bottom 35% of ads)
  • Below Average (Bottom 20% of ads)
  • Below Average (Bottom 10% of ads)

How to interpret these new metrics within Facebook ads relevance diagnostics

  1. Quality ranking – the perception (perception is key) of your ad comparing to other creatives.

    Facebook uses parameters for quality ranking as users view or hide the ads or maybe if it is clickbait/-engagement bait. Facebook will give priority over other creatives where for example ‘Average’ quality ranking will get priority over those with ‘Below average’.

    What the quality ranking includes:

    Above Average
    Average
    Below Average (Bottom 35% of ads)
    Below Average (Bottom 20% of ads)
    Below Average (Bottom 10% of ads)

  2. Engagement rate ranking – will the viewer perform a action – click somewhere on the add, comment on it, share it and so on.

    Facebook is strict with engagement bait so you should never ask the users/-viewers for likes or comments directly in the ad because your ads can be low-rated.
    You will see the same assigned values as for quality ranking, but it is not available for these five optimization goals: ad recall lift, impressions, reach, custom conversions or value.

    What the engagement ranking includes:

    Above Average
    Average
    Below Average (Bottom 35% of ads)
    Below Average (Bottom 20% of ads)
    Below Average (Bottom 10% of ads)

  3. Conversion rate ranking – this calculates how likely your add is to get a conversion comparing to other similar creatives. If you have created an optimization goal (not only purchase) it will be the factor for this parameter.

    You will see the same assigned values as for quality ranking and engagement ranking, but it is not as engagement ranking available for these five optimization goals: ad recall lift, impressions, reach, custom conversions or value.

    What the conversion ranking includes:

    Above Average
    Average
    Below Average (Bottom 35% of ads)
    Below Average (Bottom 20% of ads)
    Below Average (Bottom 10% of ads)

How to use the new ads relevance system

Assess the 5 categories and 3 parameters but keep in mind that they came together, they stay together, they optimize together when you review your ads. Do not review them separately.

You can find this guide from Facebook to understand combinations of the three ranking criterias and how to fix when something is not working for you.

Look at the picture where you see that quality ranking is “below average” and the other two factors are average or above – fifth row. You see that you have to change your creative asset because of low quality or change the audience because it could be wrong and this is good and actionable business insights right? What probably is a good starting point is to look for two average or above so you are competing but if you have two below average you are probably giving your money away to Facebook.

The right mindset is to keep on testing, rapid testing and figure out what could be a good fit for your line of business regarding ranking.

I hope this is helpful in any way – good luck.

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