How to See Your Facebook Ad Relevancy Score

If you're looking for your Facebook Ad Relevancy Score, you've probably noticed it's gone missing from your Ads Manager dashboard. Facebook retired the single 1-to-10 score back in 2019, replacing it with something far more useful and actionable. This guide will walk you through exactly what replaced it, how to find these new metrics, and most importantly, how to use them to create better, more effective ads.

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What Happened to the Old Relevancy Score?

For years, the Relevancy Score was the go-to metric for advertisers trying to understand ad performance. It graded your ad on a scale of 1 to 10 based on how well your target audience was responding to it. A high score meant your ad was likely performing well and would be shown more often at a lower cost. A low score was a clear signal that something was wrong.

While simple, the single score had a major drawback: it wasn't very specific. If your ad had a score of 3, you knew it was bad, but you didn't know why. Was the creative boring? Was the offer unappealing? Was your landing page the problem? The Relevancy Score didn't provide this level of detail.

To fix this, Meta replaced it with three more specific metrics called "Ad Relevance Diagnostics." These metrics break down performance into distinct categories, giving you a clearer picture of what’s working and what isn’t.

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The Three New Ad Relevance Diagnostics

Instead of one general score, you now have three individual rankings that tell you how your ad compares to other ads competing for the same audience. Each diagnostic is ranked as Above Average, Average, or Below Average (which includes the bottom 10%, 20%, and 35% of ads). Let's look at each one.

1. Quality Ranking

Quality Ranking measures the perceived quality of your ad compared to ads competing for the same audience. Think of it as Facebook’s assessment of the overall user experience your ad provides.

• What it means: This metric looks at factors like user feedback (both positive and negative), the use of clickbait or engagement bait, low-quality attributes in the ad (like blurry images or sensationalized language), and the post-click experience on your landing page. An ad sending users to a slow, spammy, or irrelevant website will get a low Quality Ranking.
• Why it matters: A low Quality Ranking is a red flag that users find your ad annoying, misleading, or just plain poor quality. This can significantly drive up your costs or even get your ad delivery penalized.

2. Engagement Rate Ranking

This diagnostic measures the expected engagement rate of your ad compared to others competing for the same audience. It essentially predicts how likely people are to interact with your ad when they see it.

• What it means: "Engagement" here includes clicks, likes, comments, shares, saves, and video views. A high Engagement Rate Ranking suggests your ad creative is compelling and captures your audience's attention effectively.
• Why it matters: While not the final conversion, engagement is a strong indicator of interest. A low Engagement Rate Ranking means your audience is scrolling right past your ad without a second thought. Your creative probably isn't resonating, and you're missing opportunities to connect with potential customers.

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3. Conversion Rate Ranking

Conversion Rate Ranking measures your ad's expected conversion rate when compared to other ads with the same optimization goal and audience. This one is directly tied to the specific action you want users to take.

• What it means: If your campaign objective is "Purchases," this metric will compare your ad's likelihood of getting a purchase against other ads trying to get purchases from the same audience. If your goal is "Lead Generation," it's all about your form-fill rate. The post-click experience is extremely important here.
• Why it matters: This is arguably the most bottom-line-focused diagnostic. You can have great quality and high engagement, but if your conversion rate is low, your ad isn't achieving its primary business goal. A "Below Average" ranking here tells you that your offer, your call-to-action (CTA), or your landing page isn't convincing users to take the final step.

How to Find Your Ad Relevance Diagnostics in Ads Manager

Now that you know what these metrics are, you need to know where to find them. They aren't visible in the default Ads Manager view, but adding them is simple. Here’s a step-by-step walkthrough:

1. Navigate to your Facebook Ads Manager.
2. In the top navigational menu, make sure you are in the Campaigns tab, then navigate to the Ads tab. You can only view these relevance diagnostics at the individual ad level, not the campaign or ad set level.
3. Look for the Columns dropdown button located above your ad performance data (it likely says "Performance" by default). Click on it.
4. From the dropdown menu, select Customize Columns... at the bottom. A new window will pop up.
5. On the right side of this pop-up, you'll see a search bar. Type "ranking" into the search bar to quickly filter the available metrics.
6. You will see the three Ad Relevance Diagnostics: Quality ranking, Engagement rate ranking, and Conversion rate ranking.
7. Check the box next to each of the three metrics. They will appear in the column list on the far right. You can drag and drop them to reorder how they appear in your report.
8. Click the blue Apply button in the bottom right corner.

That's it! The three ranking columns will now be visible in your Ads Manager view. For quick access in the future, you can click the Columns dropdown again and select Save as preset to create a custom view you can easily toggle on later.

Note: If you see "Learning" or a blank entry instead of a ranking, it's because your ad hasn't received enough impressions yet (typically around 500) for Facebook to accurately assess its performance. Just wait for more data to come in.

How to Improve Your Ad Relevance Rankings

Finding the rankings is the easy part. The real work is in improving them. Here are practical strategies you can apply to boost each of the three diagnostics.

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Strategies for a Better Quality Ranking

• Improve Your Visuals: Use high-resolution images and videos. Avoid blurry, distorted, or heavily text-overlaid images. Make an effort to produce creative that looks authentic and not like a generic stock photo.
• Write Clear, Honest Copy: Be direct about what you're offering. Avoid "clickbait" language ("You won't BELIEVE what happens next!") or making sensationalized claims. Misleading copy is a quick way to get negative feedback and lower your quality score.
• Align Your Ad and Landing Page: The experience after the click is just as important as the ad itself. If your ad promises a "50% off discount on shoes," your landing page better take the user directly to a page with shoes that are 50% off. A mismatch here creates a poor user experience.
• Monitor Ad Comments: Negative comments can be a signal to Facebook's algorithm. Regularly check in on your ads and address concerns. If multiple people are saying the ad is confusing, it’s a sign to revise it.

Strategies for a Better Engagement Rate Ranking

• Know Your Audience: The best way to get engagement is to create ads that genuinely resonate. Dig into your audience demographics and interests. What kind of content do they already interact with? Use that knowledge to guide your creative.
• Ask Questions in Your Copy: A simple question like, "Which color do you like best?" or "Have you ever struggled with [pain point]?" can encourage comments and get people to stop scrolling.
• Test Different Creatives and Formats: Don’t just run a single image ad. Test video, carousels, and stories. See what sparks the most interaction. A short, eye-catching video might generate more shares than a static image.
• Show, Don't Just Tell: Instead of listing product features, show your product in action. User-generated content (UGC) is especially powerful for this, as it acts as authentic social proof and feels more native to the user's feed.

Strategies for a Better Conversion Rate Ranking

• Optimize Your Landing Page: A slow-loading or confusing landing page will kill your conversion rate. Make sure it loads quickly on mobile, has a clear call-to-action, and doesn't have distracting pop-ups.
• Check Your Pixel and Event Tracking: Ensure your Meta Pixel is installed correctly and that your standard conversion event (e.g., 'Purchase', 'Add to Cart', 'Lead') is firing properly. If Facebook can't see the conversions happening, it can’t optimize for them.
• Make Your Offer Irresistible: Sometimes the ad is fine, but the offer isn't strong enough. Can you add a bonus, offer a steeper discount, or provide a free trial? Give your audience a compelling reason to act now.
• Match Your Ad's Funnel Temperature: Are you asking a cold audience for a purchase? That's a tough sell. Align your ad objective with your audience's stage of awareness. You might need to warm up a cold audience with a lead magnet or valuable content before going for the hard sell. Your conversion rate will thank you.

Final Thoughts

Moving away from the single Relevancy Score has empowered advertisers with more clarity. By understanding Quality, Engagement, and Conversion Rate Rankings, you can diagnose ad performance issues with precision and make data-driven decisions that actually move the needle, lowering your costs and improving your overall campaign results.

We know that manually pulling reports and trying to connect the dots between your Facebook Ad metrics, website performance in Google Analytics, and sales data in Shopify can feel like a full-time job. We actually built Graphed to automate this painful process. Our platform connects directly to all your data sources and allows you to create dashboards and get insights simply by asking questions in plain English - letting you see how your ads are truly performing in one real-time view, not in last week's spreadsheets.