Facebook tells brands how relevant their ads are

Facebook is to add a new ad reporting metric.
Facebook is to add a new ad reporting metric.

New metric lets brands know if ads are reaching the intended audience

Facebook has introduced a new metric to its ad reporting tools to let brands know how relevant their ads are.

The new scoring is part of the social network's strategy to show its users more relevant ads.

In an announcement on its website yesterday, the social network said the new metric, which will launch globally this week, was part of a wider strategy to show its users ads more relevant ads.

The relevance score will be based on Facebook users’ reaction to ads, taking into account indicators such as video views and conversions.

Advertisements will receive a relevance score of between one and 10, with 10 being the highest.

Facebook said that introducing a relevance score will help advertisers test different creative formats before launching a campaign.

It added that the new metric will also be cost-effective for brands: "Put simply, the higher an ad’s relevance score is, the less it will cost to be delivered."

This article first appeared on marketingmagazine.co.uk.

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