Starting tomorrow, April 30, Facebook will begin the removal of several ad metrics that may have been key to your campaigns.
The metrics in question are:
- Relevance Score (replaced by a new metric set of Quality Ranking, Engagement Rate Ranking, and Conversion Rate Ranking)
- Offers Saved and Cost Per Offers Saved (replaced by Post Saves)
- Messaging Replies and Cost per Messaging Reply (replaced by New Messaging Connections and Messaging Conversations Started)
- Mobile App Purchase ROAS and Web Purchase ROAS (consolidated into Purchase ROAS)
Different advertisers may feel the loss of the above more acutely. Some may not miss them at all. For our clients, Relevance Score stood out as a handy number that was easy to understand. However, it was not always accurate and definitely never reflected the full picture. It would be good to see how Quality Ranking, Engagement Rate Ranking, and Conversion Rate Ranking will fare in this regard.
Broadening the Offers Saved metrics into Post Saves is unfortunate. It may dilute the precision of reporting for e-commerce advertisers — many links get saved for a myriad of reasons that have nothing to do with offers.
No matter what you think of new metrics introduced by Facebook, one thing is for certain. It pays off to pay attention to the upcoming changes in Facebook Ads Manager! Take some time to re-organize your reports, so that you do not scramble to locate metrics that no longer exist. Contact us if you need a little extra help with reporting or Facebook ads in general.