From Facebook

We're replacing Relevance Score metric and replacing that with a new set of ad relevance diagnostics that are clearer and more actionable. Quality Ranking, Engagement Rate Ranking, and Conversion Rate Ranking can help you better diagnose whether the ads you ran were relevant to the audience you reached.

The metrics are best used together, and we've provided additional guidance to help you interpret and act on different results.

Ad relevance diagnostics will be introduced gradually and will reflect your ad’s performance in ad auctions.

This feature is gradually rolling out and may not be available to you right now. People prefer to see ads that are relevant to them, and when businesses show their ads to relevant audiences, they see better business outcomes. That's why we consider how relevant each ad is to a person before delivering an ad to that person.

Ads that are more relevant cost less and see more results. This leads to better experiences for people and businesses alike.

Ad relevance diagnostics can help you diagnose whether the ads you ran were relevant to the audience you reached. If your ads aren't meeting your advertising objectives, you can use ad relevance diagnostics to understand whether adjustments to your creative assets, post-click experience or audience targeting could improve performance.

The diagnostics assess each ad's past performance in the ad auction over the date range you've selected. The diagnostics are:

Quality Ranking: How your ad's perceived quality compared to ads competing for the same audience.

Engagement Rate Ranking: How your ad's expected engagement rate compared to ads competing for the same audience.

Conversion Rate Ranking: How your ad's expected conversion rate compared to ads with the same optimisation goal competing for the same audience.

Ad relevance diagnostics are default columns in the Performance column preset but must be added manually to custom column presets.

To ensure ad relevance diagnostics are accurate, ad relevance diagnostics aren't available for ads with fewer than 500 impressions.