As public relations practitioners, we are always searching for new ways to report the success of our initiatives, including social media metrics. Analytics tell us if we’re crafting the perfect message to reach our target audience. Earlier this month (March), Facebook announced it is implementing changes that will make it easier to develop that message and report on its success.
Innovation is nothing new for Facebook, which has always been a leader in shaping the social media landscape. In 2015, the social media platform developed a Relevance Score to project an ad’s performance compared to similar ads that target the same audience. Using a 1-10 scale, the higher the number, the better the ad was expected to perform.
Curious about your relevance score? Click here
Now, the social media platform is getting even more granular with reporting metrics, announcing it will replace the Relevance Score with three other diagnostics:
- Quality Ranking: How your ad’s perceived quality compared with ads competing for the same audience.
- Engagement Rate Ranking: How your ad’s expected engagement rate compared with ads competing for the same audience.
- Conversion Rate Ranking: How your ad’s expected conversion rate compared with ads that had the same optimization goal and competed for the same audience.
These changes will allow you to monitor ads in real-time and make adaptions to increase their effectiveness, whether it’s changing creative, the target audience or the messaging. This will make ad development a more efficient process, help boost performance and help stretch ad dollars further resulting in more impressions and a higher engagement rate.
Expect to see this change made gradually over the next couple of weeks with Quality Ranking, Engagement Rate Ranking and Conversion Rate Ranking fully implemented and the Relevance Score fully removed starting April 30.