Facebook ad Relevance Score – what everybody ought to know

Facebook ad Relevance Score – what everybody ought to know

Are you running Facebook ads?

Do you know which Facebook metrics to focus on?

By understanding Facebook ad Relevance Score, you’ll be able to better measure the effectiveness of your campaign and subsequently make better adjustments to improve their performance.

In this article you’ll learn exactly what Relevance Score is, why it’s so important and how to use it to improve your results.

Why metrics matter

The big thing that distinguishes a successful Facebook advertiser from a mediocre one is how they interpret the data from their campaigns and use that information to make optimisations that will deliver better results.

The key to success is down to the management of campaigns. You don’t want setup a campaign and just let it run on its own. Its effectiveness will decrease over time; that’s just how Facebook’s ad algorithm works.

One of the biggest challenges we hear from the business owners we speak to on a daily basis is that they don’t know what the Facebook ad metrics means and which ones they should care about.

The most important metric

Relevance score - what everybody ought to know

We purposefully excluded one metric from our 27 key metrics article as it deserved its own article.

When it comes to Facebook advertising, there’s one metric that will tell you how well your campaign is performing, and how well it will continue to perform.

That is…

Relevance Score.

What is Relevance score?

Relevance Score defined by Facebook is:

“A rating from 1 to 10 that estimates how well your target audience is responding to your advert. This score is shown after your advert receives more than 500 impressions. It’s only visible when looking at reporting for adverts and does not appear for advert sets and campaigns.”

Essentially, your Relevance Score estimates how well your advert is resonating with the people you want to reach. The higher your advert’s relevance score, the better it’s considered to be performing.

When your advert’s Relevance Score is high, it’s more likely than other adverts to be shown to your target audience.

The impact of Relevance Score

So why does relevance score actually matter?

Your Relevance Score is heavily related to your CTR, which impacts your cost per results and therefore the success of your campaign.

From our research at the agency, we’ve noticed that the higher your Relevance Score, the more Facebook “likes” your campaign and therefore the more of a target audience they’ll show your ad to.

This has a huge impact on ad frequency, how often you have to implement an ad refresh and subsequently how long you can run an ad campaign for.

Counter to this, ads with a low Relevance Score will be limited by Facebook and only reach a small number of people in your target audience. You’ll be paying more per results due to a lower CTR and hit ad frequency issues sooner.

How to measure Relevance Score accurately

How to measure relevance score

Relevance Score is a dynamic metric, meaning that it is continually updated based on the performance of your adverts using other metrics such as social engagements (Comments, Reactions and Shares) as well as CTR.

The timeframe you use in your reporting of Relevance Score will give you different results.

Best practice 

To find the most accurate Relevance Score you’ll want to set a short reporting window.

For example, when a campaign has been running for more than three days and there are sufficient impressions on your ads, if your daily budget allows it, you’ll want to look at Yesterday’s Relevance Score and measure how it changes over time.

If you have just started a campaign though, don’t measure Relevance Score for at least three days or longer depending on your budget, as it likely to change dramatically over the first few days as Facebook integrates your campaign into their ad algorithm and starts to optimise your reach based on the initial audience response to your ads.

What to do if your ads have a low Relevance Score

There are three main reasons why ads have a low Relevance Score:

  • Your targeting is off – adjust your targeting, try targeting existing audiences using custom audiences or build Lookalike audiences for more accurate targeting.
  • Your messaging is off – change your ad creative, introduce new copy and/or ad images and videos if you’re using them.
  • Your offer is off – doesn’t matter if you have the best looking ad or if you think your targeting is on point, if what you’re offering isn’t of interest or value to your target audience, your campaign will fail and you’ll know it because your ads will have a low Relevance Score.


There you have it, a comprehensive look at one of the most important Facebook ad metrics.

Now that you know exactly what Relevance Score is, why it matters and its impact on your campaigns, you can more accurately measure your performance.

Have you been measuring Relevance Score? What’s your current Relevance Score in your latest campaign?

Leave a comment below with your thoughts.

About Charlie Lawrance

Charlie Lawrance is the Founder and CEO of Gecko Squared, a digital marketing agency that specialises in Facebook advertising. His clients include eCommerce companies, professional service businesses and best-selling authors. Stay in touch by liking his Facebook Page (Charlie Lawrance).

11 Responses to Facebook ad Relevance Score – what everybody ought to know

  1. My relevance score is 8. I am also getting link clicks but no conversions. I’ll keep plugging away, though.

    Thanks for the article. It gives me confidence that my message is right.

    • Thanks for commenting Wayne. Have you tried retargeting website visitors with Facebook ads, to bring people back into your sales funnel?

  2. Hello, my ads have a good relevance score (above 6) but they still have low impressions and very low clicks and no conversions (0)… so Facebook likes my ad and thinks it is relevant but how come it is performing bad?

    Campaign has been live for almost 3 days.

    • Hi Diana,

      Thanks for commenting. It could be down to a number of reasons. The biggest one would be, are you trying to sell to people that have never heard of you, yet? e.g are you targeting cold audiences with product/service ads insstead of leading with content first and then strategically remarketing them to move people down your sales funnel…

  3. […] audience, there is a much greater chance they may click on your offer and purchase your product. The higher your relevance score the more Facebook makes your advertising efforts cheaper and highly targeted. Building lookalike […]

  4. Last week my ad for Likes had a relevance of 9, and was costing me $.25 per like. Past two days , my relevance went down to 8, but my cost per like is $0.20 (I’m targeting US only). Why would that be? I think anything below $.25 is good, so I don’t want to change; am I thinking correctly?

    Thanks for great info!!

    • Thanks Adam for commenting. Glad you liked the article. It could just be down to a more responsive section of your target audience.

      If your campaigns are working don’t change anything. Any Ad Set or Ad Level changes will affect your optimisation and bidding.

      As likes are becoming less valuable due to Facebook decreasing organic reach, I would look to build warm audiences another way. Either by running videos and creating video custom audiences or running lead magnet campaigns and building your email database.

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