Meta Ads Relevance Score

What is Relevance Score?

Relevance Score is a metric that was previously used by Meta (Facebook) Ads to indicate how well your ad resonates with your target audience. It ranged from 1 to 10, with higher scores meaning your ad was more relevant (and more likely to perform well).

In 2019, Meta retired Relevance Score and replaced it with three granular diagnostics:

• Quality Ranking
• Engagement Rate Ranking
• Conversion Rate Ranking

Together, these scores now provide a more detailed view of how your ad compares to others competing for the same audience.

But “relevance score” still lives on in conversation — as a shorthand for whether your ad is aligned with audience intent, creative appeal, and expected action.

When Should I Use Relevance Score (or Its Replacements)?

Use Meta's modern ad relevance diagnostics when:

• You're diagnosing underperforming campaigns with decent CPM but low CTR or CPA.
• You want to break down why an ad isn't delivering — is it the copy? The hook? The offer?
• You're A/B testing creatives or offers and need to see what’s actually resonating.

Relevance diagnostics are best viewed after at least 500 impressions and once your ad exits the learning phase. Before that, the data can be too volatile.

Why Does Relevance Score (and Diagnostics) Matter?

Because Meta’s ad auction doesn’t just reward highest bid — it rewards best user experience. A more relevant ad (high engagement, low bounce, aligned with the audience) will cost you less per impression or click.

Strategically, relevance diagnostics help you:

• Reduce cost per result (CPR) by improving ad quality
• Scale high-relevance creatives for maximum margin
• Stop wasting spend on ads that get ignored or skipped
• Improve hook and headline testing by getting fast feedback loops

High relevance = lower CPM + higher CTR = better ROAS.

What Are Common Mistakes With Relevance Score?

Misinterpreting It as a Vanity Metric

A 9/10 relevance score (or high rankings) is meaningless if your CPA is unprofitable. Use it as a diagnostic, not a success metric.

Treating the Three Rankings as Equal

Conversion Rate Ranking is most important for performance. Quality and engagement matter, but if people aren’t converting, the ad still fails.

Trying to Hack the Score

Some marketers overload the creative with clickbait or shock just to spike engagement. That tanks conversion and breaks trust — short-term gain, long-term pain.

How Do You Track or Interpret Relevance Diagnostics?

Meta now shows three relevance rankings in Ads Manager:

Each ranking is graded as:

• Above Average
• Average
• Below Average (Bottom 35%, Bottom 20%, Bottom 10%)

Example Diagnosis:

• Quality: Below Avg (Bottom 20%)
• Engagement: Average
• Conversion: Below Avg

→ Suggests your creative needs work and your offer might be weak. Time to refresh assets and tighten your CTA or landing page.

What Frameworks or Metrics Is It Connected To?

Creative Testing Frameworks: Relevance diagnostics guide which creative variant is resonating.

• Ad Auction Performance: High relevance = higher win rate = lower CPM.
• Funnel Efficiency: Poor relevance = early drop-off (low CTR, high bounce).
• ROAS Drivers: Relevant ads reduce cost per click and improve downstream conversion.

Also tied to:

• Thumbstop rate (especially on video creative)
• Landing page experience
• Hook/headline alignment

How Is Relevance Score Different From Quality Score (Google Ads)?

Both influence ad rank and cost-per-click, but Google's is more keyword and landing-page focused. Meta’s diagnostics are more creative- and audience-fit-driven.

What Are Real-World Examples of Relevance Score in Action?

DTC Brand Running UGC vs Product Demo

Two creatives had identical offers.

SaaS Company Running Cold Traffic Campaign

Quality and engagement rankings were solid, but conversion was Bottom 10%.

Diagnosis: Ad was promising too much too fast → rewrote offer, added lead magnet → Conversion Rank jumped to Avg and CPL dropped by 29%.

What’s the 2x Take on Relevance Score?

At 2x, we treat relevance diagnostics as creative feedback tools, not campaign success indicators.

Our take:

• Conversion ranking > everything else — it directly ties to ROAS and scale potential.
• We treat poor relevance rankings as a sign to dig into the first 3 seconds of the creative, headline, and landing page continuity.
• We never judge ads based on early impressions. We let at least 1,000–2,000 impressions run before we analyze rankings.
• Our creative testing SOP includes a relevance diagnostic review every 7 days during test cycles.

Good relevance scores don’t guarantee profit — but bad ones almost always predict failure.

FAQs About Relevance Score

Can I still see the 1–10 relevance score in Ads Manager?

No. Meta retired the 1–10 score in 2019. Use the 3 relevance diagnostics now.

How often should I check relevance rankings?

Weekly, after ads exit learning phase. Too early = noisy data.

Can I still scale an ad with poor relevance?

Sometimes. If ROAS is solid, keep running. But monitor for rising CPMs or fatigued engagement.

Does relevance score impact CPM?

Yes — more relevant ads often win cheaper auctions, especially in competitive verticals.

How do I improve a low Conversion Rate Ranking?

Fix landing page load speed, align headline with ad promise, and test stronger offers or urgency-driven CTAs.