Back in March, Facebook announced that it was replacing its single ad relevance score with three new metrics, in order to provide more granular ad performance data and help advertisers drive better response.
The new metrics, which began rolling out in April, are:
- Quality ranking - How your ad's perceived quality compares with ads competing for the same audience.
- Engagement rate ranking - How your ad's expected engagement rate compares with ads competing for the same audience.
- Conversion rate ranking - How your ad's expected conversion rate compares with ads that have the same optimization goal, and compete for the same audience.
According to Facebook, the new metrics are now rolled out to almost all advertisers, so if you're not seeing the change yet, you will shortly.
And if you're looking to maximize your ads through these new data points, Facebook has also provided the following table of tips based on each element.
The guide can help improve the specific elements of your Facebook ads, based on the new ad relevance data points.
Facebook provides more information on how to improve your ad performance here.