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
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.
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
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.
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).