Before we break down the details about ad relevance scores, I’d like to mention this is NOT always the best way to measure an ad’s success, nor does a simple number between 1 and 10 give you any information on how to improve your ad’s performance. Your ad’s relevance score should simply act as a starting point for further analysis, such as a deeper dive into metrics like cost-per-lead, return-on-ad-spend (ROAS), and other key performance indicators.
Having said that, you know this metric matters greatly when you work with clients. It’s a number that’s easy for clients to see when they are poking around in their reporting, and Facebook makes it just approachable enough for them to understand the basics. Therefore, it’s important to be able to explain the relevance score of your ads to your clients.
Even more importantly, you NEED to have a specific plan to share with your clients (or just to implement for your own business!) if you launch an ad that comes back with a low relevance score.