Facebook to introduce relevance scoring for adverts

Facebook has added relevance scores to its adverts to let people see the ones most relevant to them.

The addition, according to the blogpost on the Facebook for Business site, means people can see the ads that matter most to them, creating a better experience for both businesses and users.

The visual metrics of between one and 10 will be introduced from this week, and are calculated through positive and negative feedback from the target audience.

The more positive the interaction that an advert receives, the higher the score will be, while the more people report or hide an advert, the lower its score.

Each time a user interacts with the advert or provides positive feedback, the score is updated.

Writing on LinkedIn, Jerry Daykin, global digital and client director at Dentsu Aegis Network welcomed the scrutiny that such relevance scores could have on creative advertising and said that it was a step away from engagements metrics being “gamed”.

“Of course it remains to be seen how this new score relates back to sales and brand metrics, and I'm sure many brands will be pushing to investigate,” stated Daykin, who also highlighted the moves by YouTube and Twitter in similar directions.

“As marketers focus on making better content and getting it in front of more people, rather than churning out posts every day, it does become more and more viable to thoroughly test each one,” he added.

The scores will roll out globally and can be accessed through any Facebook ad reporting tool or those developed alongside its API partners.

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