Facebook has announced that it will remove its Ad Relevance Score as part of a broader switch to more granular, relevant ad metrics to help improve performance.
As per Facebook:
"Rather than measure relevance in one metric, over the next few months, we will replace relevance score with three new, more granular ad relevance diagnostics metrics. Similar to relevance score, these ad relevance diagnostics are not factored into an ad's performance in the auction. We think that this level of granularity will offer reporting that's more actionable for businesses."
Facebook originally launched its ad relevance score back in 2015 to provide advertisers with more insight into their ad performance, and what they could expect.
As explained by Facebook at the time:
"Relevance score is calculated based on the positive and negative feedback we expect an ad to receive from its target audience. The more positive interactions we expect an ad to receive, the higher the ad’s relevance score will be. (Positive indicators vary depending on the ad’s objective, but may include video views, conversions, etc.) The more times we expect people to hide or report an ad, the lower its score will be."
Original Source: www.socialmediatoday.com