Effective April 30, 2019, Facebook is changing some ad performance metrics with the goal of improving their actionable insights. There are a few notable changes that apply to some popular types of ads. These include Relevance Score, Messaging Replies, and Cost per Messaging Reply.
Relevance Score
The relevance score of an ad is being replaced with a new set of diagnostics that are designed to be much clearer and more actionable. The new metrics are Quality Ranking, Engagement Rate Ranking, and Conversion Rate Ranking. These metrics should be easier to gauge the effectiveness of each ad depending on the audience reached. These metrics are best utilized together in order to understand ad relevancy and will be available for ads that ran after March 19.
Messaging Replies and Cost per Messaging Reply
On Facebook Messenger ads, it is important to understand exactly how users contact the business, the number of times they contacted, and if they are a new contact. In comes New Messaging Connections and Messaging Conversations Started. New Messaging Connections will show the number of new users that have messaged. This data is a bit more valuable compared to the total number of messages sent. Messaging Conversations Started will measure each new conversation after an original conversation is inactive for 7 days.
As advertisers, it is good to see Facebook continuously tried to improve the metrics it provides. As user expectations and ad space changes, it is only natural for metric to evolve with it. If you need help with any of your digital advertising needs please feel free to contact us.