In another effort to refine and improve ads that users see in their Facebook News Feeds, the company introduced a Relevance Score for ads this week.
The scores, which are based on a scale of 1 to 10, measures how well the ad will perform for its targeted audiences. The numbers are a reflection of the ratio of positive to negative interactions.The new measurement is not used for ads with guaranteed delivery — those bought through reach and frequency. "Relevance score has a smaller impact on cost and delivery in brand awareness campaigns, since those ads are optimized for reaching people, rather than driving a specific action like installs," Facebook explained in a blog post.
