The purpose of relevance scores and ad relevance diagnostics is to help advertisers identify if their ads are relevant and resonate with their audiences. Until recently, relevance scores were assigned to each post, in a somewhat opaque process, which were then used to compare posts to one another. Recently, Facebook replaced Relevance Scores with Ad Relevance Diagnostics, a more granular way of measuring an ad’s relevance, measuring performance across three dimensions: quality ranking, engagement rate ranking and conversion rate ranking.
Quality Ranking
A Quality Ranking reflects an ad’s perceived quality in comparison to ads that are competing for the same audience.
Engagement Rate Ranking
An Engagement Rate Ranking measures an ad’s expected conversion rate compared to competing ads.
Conversion Rate Ranking
The Conversion Rate Ranking compares an ad’s expected conversion rate to other ads with the same optimisation goal which are competing for the same audience.
One thing to note: relevance diagnostics are only available once an ad has a minimum of 500 impressions, which ensures accuracy.