If there is one thing that we have unshakeable confidence in, it’s that just when you are fully confident in Facebook’s Ads Manager they will change it the next day. Last month, Facebook made some pretty major changes to their metrics system that will provide even further value for digital dollars spent on their platform.
Why should you care? The changes will help provide even more nuanced information into performance and where we can focus your businesses ad dollars.
The most major change is to the relevancy score. What used to show advertisers an overall score on how relevant their ad was to their target audience, the relevancy score will now be pulling back the curtain to become a lot more granular and provide even more context into successful ads.
Quality Ranking: this is finally going to provide some competitive insight into how relevant your ad is compared to others trying to reach the same market. This will be great when you’re wondering why your conversions have suddenly taken a nose-dive because a competitor with a bigger budget has targeted the same audience.
Engagement Rate: exactly what you expect – expected engagement on an ad.
Conversion Rate: another competitive insight, will show you expected conversion rate compared to other ads in the same market.
Of course, this is just the tip of the iceberg, but we’ll save the other metrics that are being sunsetted for another post. If you’re interested in improving your business through Facebook advertising, please get in touch with us by emailing firstname.lastname@example.org.