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Facebook’s Relevance Scores: Why They Matter To You

Facebook’s Relevance Scores: Why They Matter To You

If you’ve been checking the performance metrics associated with your Facebook advertising, you may have noticed a new number on the report. This is your relevance number, a digit between 1 and 10 that reflects Facebook’s estimate of how relevant your target audience will find your messaging. The higher your ad’s relevance score is, the cheaper it will become to have your ad delivered.

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It’s important to pay attention to the fact the relevance number is based on Facebook’s expectations, and not the actual performance of the ad. The relevance number is generated in two ways; in one, Facebook estimates how many actual conversions you’ll make as a result of your ad – the higher their estimate, the higher your relevance number will be, and the less you’ll pay. There’s a second method used to compute the relevance scores of brand building campaigns, apparently based on reach rather than conversions.

Relevance scores don’t matter if you’re paying for guaranteed reach and delivery; Facebook is going to honor their commitments and you’re paying a premium that excludes you from the relevance score issue. However, if you’re just buying advertising without paying for guaranteed reach and delivery the relevance score really does matter.

What’s frustrating right now is we don’t know how much it matters. Without seeing some numbers, it’s difficult to say what impact having a relevance score of 9 means to your advertising budget compared to a relevance score of 6. Facebook is touting the relevance tool as an effective way for marketers to test different campaigns, which could lead one to believe the cost impact would be relatively minimal – but we don’t know that for sure.

Facebook has cautioned that the relevance number is not meant to be the be-all, end-all of advertising metrics. If a campaign is delivering the results you’d like it to, there’s no reason to change it in hopes of achieving a higher relevance score. However, if you’re not seeing the results you’d like to, the relevance score may indicate where the problem is, giving you a starting point from which to adjust your campaign.

Watch for more information on the Facebook relevance score as we learn more and more about this tool and how it works. We’ll keep you posted so you can get the best possible results from your digital marketing campaigns.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office